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Psychology of language for Paid Search - Brighton SEO

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The key to successful marketing is to understand how and why people think and act in the way they do - to tap into the psyche of your audience and to create stories that mean something to them - ultimately, driving positive consumer action. This talk looks at ways to use language to effectively target your audience and improve the success of your paid search campaigns.

Published in: Marketing
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Psychology of language for Paid Search - Brighton SEO

  1. 1. BOZBOZ PLAY BIG Sophie Turton HEAD OF CONTENT AND PR BOZBOZ The Psychology of Language for Paid Search
  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. THE INSPIRATION To be creative. SOME TRICKS To get the most out of it.
  5. 5. POWERFUL COPY CONSIDERS... WHO You are talking to. WHAT You want them to learn from your message...and then do with it. WHY They should care. ? ? ?
  6. 6. START WITH THE ‘WHY’.
  7. 7. BOZBOZ PLAY BIG Website Proposal “People don’t buy “what you do, they buy “WHY“you do it.”
  8. 8. People don’t buy what you do, they buy why you do it and why your product or service will in some way enhance their lives. It’s not your why they care about, it’s theirs.
  9. 9. Less space makes it even more important to create a powerful message.
  10. 10. If great ads were just keywords, text and some clever fandagglement, then every worthwhile ad would be successful - but they’re not.
  11. 11. THE TIME HAS COME TO BREAK THE HABIT OF GENERIC PPC COPY FOREVER.
  12. 12. WELCOME TO PSYCHOLOGY 101.
  13. 13. BOZBOZ PLAY BIG Website Proposal LESSON #1 THE SERIAL EFFECT
  14. 14. WE ARE MORE LIKELY TO RECALL THE FIRST AND LAST PIECES OF INFORMATION WE SEE.
  15. 15. INCLUDE KEYWORDS.
  16. 16. SOLVE A PROBLEM.
  17. 17. BOZBOZ PLAY BIG Website Proposal
  18. 18. TARGET THE ISSUE AS WELL AS THE SOLUTION.
  19. 19. BOZBOZ PLAY BIG Website Proposal
  20. 20. MIRROR AN OBJECTIVE.
  21. 21. BOZBOZ PLAY BIG Website Proposal
  22. 22. INCLUDE THE INFORMATION THAT YOUR AUDIENCE WANTS TO KNOW.
  23. 23. BOZBOZ PLAY BIG Website Proposal
  24. 24. BOZBOZ PLAY BIG Website Proposal LESSON #2 EMOTIONAL TRIGGERS
  25. 25. EMOTIONS GREATLY INFLUENCE AND, IN MANY CASES, EVEN DETERMINE OUR DECISIONS.” PSYCHOLOGY TODAY “
  26. 26. PERRY MARSHALL’S SWISS ARMY KNIFE METHOD: (THE RELATIONSHIP THAT EXISTS BETWEEN YOUR CUSTOMER AND ELEMENTS IN THEIR LIVES) IDENTIFY YOUR CUSTOMERS IDENTIFY A THING YOUR CUSTOMERS LOVE A THING THEY HATE THEIR BEST FRIEND THEIR WORST ENEMY
  27. 27. BOZBOZ PLAY BIG Website Proposal
  28. 28. BOZBOZ PLAY BIG Website ProposalFOCUS ON YOUR CUSTOMER’S END GAME.
  29. 29. BOZBOZ PLAY BIG Website Proposal APPEAL TO THEIR SENSE OF ENTITLEMENT
  30. 30. BOZBOZ PLAY BIG Website ProposalBE IMMEDIATE AND TALK DIRECTLY TO ‘YOU’ One of these ads had a 100% higher conversion rate
  31. 31. BOZBOZ PLAY BIG Website Proposal LESSON #3 SOCIAL PROOF
  32. 32. 70% OF CONSUMERS PLACE PEER RECOMMENDATIONS OVER PROFESSIONALLY WRITTEN CONTENT.” STUDY BY REVOO “
  33. 33. MAKE SURE GOOGLE REVIEWS IS ATTACHED TO ADWORDS.
  34. 34. BOZBOZ PLAY BIG Website ProposalUSE REVIEW EXTENSIONS…..BUT ALWAYS BACK UP THAT CLAIM
  35. 35. BOZBOZ PLAY BIG Website Proposal LESSON #4 LOSS AVERSION
  36. 36. MOST PEOPLE WOULD RATHER AVOID LOSS THAN ACQUIRE GAIN” D. KAHNEMAN & A. TVERSKY “
  37. 37. INSERT SOME FORM OF URGENCY.
  38. 38. BOZBOZ PLAY BIG Website Proposal ADS THAT USE A SENSE OF URGENCY HAVE UP TO 32% INCREASE IN CTR BY ADDING A COUNTDOWN TIMER
  39. 39. BOZBOZ PLAY BIG Website Proposal LESSON #5 ILLUSIONARY TRUTH EFFECT
  40. 40. THE TENDENCY TO BELIEVE INFORMATION TO BE CORRECT AFTER REPEATED EXPOSURE” VILLANOVA & TEMPLE UNIVERSITIES “
  41. 41. CREATE A CATCHY CALL-TO-ACTION THAT MAKES YOU STAND OUT AND THAT PEOPLE WILL RECOGNISE WHEN YOU USE IT TIME AND AGAIN.
  42. 42. BOZBOZ PLAY BIG Website ProposalYou can’t escape the escape room ads! Which of these ads are you most likely to remember?
  43. 43. BOZBOZ PLAY BIG Website Proposal BONUS LESSON: DARE TO BE DIFFERENT
  44. 44. THE BIZARRENESS EFFECT PROVES THAT PEOPLE REMEMBER THE UNUSUAL OVER THE COMMON.
  45. 45. BOZBOZ PLAY BIG Website ProposalJUMP ON TRENDING TOPICS. BE SMART AND SASSY!
  46. 46. KEEP YOUR ADS CURRENT. JUMP ON TRENDS. 23% IMPROVEMENT IN CONVERSION RATE
  47. 47. USE YOUR LANDING PAGE TO CONTINUE THE STORY.
  48. 48. [First day of summer] [Spelling bee] [How to talk to girls] [How to kiss]
  49. 49. BOZBOZ PLAY BIG GET CREATIVE WITH YOUR KEYWORDS - Two days - 558,589 ad impressions - CTR 1.05% - 5,874 web visitors
  50. 50. ADD A LITTLE HUMOUR.
  51. 51. BOZBOZ PLAY BIG Website Proposal BUT!!! Don’t ignore the trusty old slippers, for they bring in different audiences
  52. 52. BOZBOZ PLAY BIG Website Proposal KEY TAKEAWAYS...
  53. 53. BOZBOZ PLAY BIG Website Proposal
  54. 54. BOZBOZ PLAY BIG Website Proposal THANK YOU! SOPHIE TURTON Head of Content and PR

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