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The psychology of
language for PPC
Sophie Turton
Digital Marketing Manager | Bozboz |
THERE ARE MANY FACTORS THAT IMPACT THE
SUCCESS OF YOUR PPC CAMPAIGNS
TODAY WE ARE GOING TO FOCUS ON
I WANT YOU TO LEAVE WITH THREE THINGS
THE
UNDERSTANDING
THAT LANGUAGE
IS YOUR MOST
POWERFUL ASSET
SOME TRICKS
TO GET THE M...
WHO
– YOU ARE TALKING TO
WHAT
– YOU WANT THEM TO LEARN FROM YOUR
MESSAGE…AND THEN DO WITH IT
WHY
– THEY SHOULD CARE
POWERF...
START WITH THE WHY
THE TIME HAS COME
TO BREAK THE HABIT
OF
GENERIC PPC COPY
FOREVER
WELCOME TO
PSYCHOLOGY 101
LESSON #1
THE SERIAL
EFFECT
“WE ARE MORE
LIKELY TO RECALL
THE FIRST AND LAST
PIECES OF
INFORMATION WE
SEE”
INCLUDE KEYWORDS
SOLVE A PROBLEM
TARGET THE ISSUE AS
WELL AS THE SOLUTION
MIRROR AN
OBJECTIVE
INCLUDE THE
INFORMATON YOUR
AUDIENCE WANT
TO KNOW
LESSON #2
EMOTIONAL
TRIGGERS
“Emotions greatly
influence and, in
many cases, even
determine
our decisions.”
- Psychology Today -
Perry Marshall’s Swiss Army Knife Method
- Identify your customers
- Identify a thing your customer loves
- A thing they h...
FOCUS ON YOUR
CUSTOMER’S END GAME
APPEAL TO THEIR SENSE
OF ENTITLEMENT
LESSON #3
SOCIAL PROOF
“70% OF CONSUMERS
PLACE PEER
RECOMMENDATIONS OVER
PROFESSIONALLY WRITTEN
CONTENT”
- STUDY BY REVOO -
MAKE SURE
GOOGLE REVIEWS
IS ATTACHED
TO ADWORDS
USE STRUCTURED SNIPPETS
TO INCLUDE REVIEWS
LESSON #4
LOSS AVERSION
“MOST PEOPLE WOULD
RATHER AVOID LOSS
THAN ACQUIRE GAIN”
Kahneman, D. & Tversky, A
INSERT SOME FORM
OF URGENCY
ADS THAT USE A
SENSE OF URGENCY
HAVE UP TO 32%
INCREASE IN CTR BY
ADDING A COUNTDOWN
TIMER
LESSON #5
ILLUSIONARY
TRUTH EFFECT
THE TENDENCY TO
BELIEVE INFORMATION TO
BE CORRECT AFTER
REPEATED EXPOSURE
- Villanova University &
Temple University -
CREATE A CATCHY
CALL-TO-ACTION THAT
MAKES YOU STAND OUT
AND THAT PEOPLE WILL
RECOGNISE WHEN YOU
USE IT TIME AND
AGAIN
BONUS LESSON:
DARE TO BE
DIFFERENT
THE BIZARRENESS
EFFECT PROVES
PEOPLE REMEMBER
THE UNUSUAL OVER
THE COMMON
JUMP ON TRENDING TOPICS –
BE SMART AND SASSY
USE THE LANDING
PAGE TO CONTINUE
THE STORY
GET CREATIVE WITH YOUR KEYWORDS
ADD A LITTLE HUMOUR
KEY TAKEAWAYS
THANK YOU
SOPHIE TURTON
DIGITAL MARKETING MANAGER
PPC Hero - The psychology of language for paid search
PPC Hero - The psychology of language for paid search
PPC Hero - The psychology of language for paid search
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PPC Hero - The psychology of language for paid search

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It's time to say goodbye to generic PPC copy forever. Discover how to tap into your audience's psyches to generate more clicks and stand out in the ever competitive SERPs.

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PPC Hero - The psychology of language for paid search

  1. 1. The psychology of language for PPC Sophie Turton Digital Marketing Manager | Bozboz |
  2. 2. THERE ARE MANY FACTORS THAT IMPACT THE SUCCESS OF YOUR PPC CAMPAIGNS
  3. 3. TODAY WE ARE GOING TO FOCUS ON
  4. 4. I WANT YOU TO LEAVE WITH THREE THINGS THE UNDERSTANDING THAT LANGUAGE IS YOUR MOST POWERFUL ASSET SOME TRICKS TO GET THE MOST OUT OF IT THE INSPIRATION TO BE CREATIVE
  5. 5. WHO – YOU ARE TALKING TO WHAT – YOU WANT THEM TO LEARN FROM YOUR MESSAGE…AND THEN DO WITH IT WHY – THEY SHOULD CARE POWERFUL COPY CONSIDERS
  6. 6. START WITH THE WHY
  7. 7. THE TIME HAS COME TO BREAK THE HABIT OF GENERIC PPC COPY FOREVER
  8. 8. WELCOME TO PSYCHOLOGY 101
  9. 9. LESSON #1 THE SERIAL EFFECT
  10. 10. “WE ARE MORE LIKELY TO RECALL THE FIRST AND LAST PIECES OF INFORMATION WE SEE”
  11. 11. INCLUDE KEYWORDS
  12. 12. SOLVE A PROBLEM
  13. 13. TARGET THE ISSUE AS WELL AS THE SOLUTION
  14. 14. MIRROR AN OBJECTIVE
  15. 15. INCLUDE THE INFORMATON YOUR AUDIENCE WANT TO KNOW
  16. 16. LESSON #2 EMOTIONAL TRIGGERS
  17. 17. “Emotions greatly influence and, in many cases, even determine our decisions.” - Psychology Today -
  18. 18. Perry Marshall’s Swiss Army Knife Method - Identify your customers - Identify a thing your customer loves - A thing they hate - Their best friend - Their worst enemy
  19. 19. FOCUS ON YOUR CUSTOMER’S END GAME
  20. 20. APPEAL TO THEIR SENSE OF ENTITLEMENT
  21. 21. LESSON #3 SOCIAL PROOF
  22. 22. “70% OF CONSUMERS PLACE PEER RECOMMENDATIONS OVER PROFESSIONALLY WRITTEN CONTENT” - STUDY BY REVOO -
  23. 23. MAKE SURE GOOGLE REVIEWS IS ATTACHED TO ADWORDS
  24. 24. USE STRUCTURED SNIPPETS TO INCLUDE REVIEWS
  25. 25. LESSON #4 LOSS AVERSION
  26. 26. “MOST PEOPLE WOULD RATHER AVOID LOSS THAN ACQUIRE GAIN” Kahneman, D. & Tversky, A
  27. 27. INSERT SOME FORM OF URGENCY
  28. 28. ADS THAT USE A SENSE OF URGENCY HAVE UP TO 32% INCREASE IN CTR BY ADDING A COUNTDOWN TIMER
  29. 29. LESSON #5 ILLUSIONARY TRUTH EFFECT
  30. 30. THE TENDENCY TO BELIEVE INFORMATION TO BE CORRECT AFTER REPEATED EXPOSURE - Villanova University & Temple University -
  31. 31. CREATE A CATCHY CALL-TO-ACTION THAT MAKES YOU STAND OUT AND THAT PEOPLE WILL RECOGNISE WHEN YOU USE IT TIME AND AGAIN
  32. 32. BONUS LESSON: DARE TO BE DIFFERENT
  33. 33. THE BIZARRENESS EFFECT PROVES PEOPLE REMEMBER THE UNUSUAL OVER THE COMMON
  34. 34. JUMP ON TRENDING TOPICS – BE SMART AND SASSY
  35. 35. USE THE LANDING PAGE TO CONTINUE THE STORY
  36. 36. GET CREATIVE WITH YOUR KEYWORDS
  37. 37. ADD A LITTLE HUMOUR
  38. 38. KEY TAKEAWAYS
  39. 39. THANK YOU SOPHIE TURTON DIGITAL MARKETING MANAGER

It's time to say goodbye to generic PPC copy forever. Discover how to tap into your audience's psyches to generate more clicks and stand out in the ever competitive SERPs.

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