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.

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Sophie Turton
HEAD OF CONTENT AND PR
BOZBOZ
The Psychology of Language for Paid Search

2. THERE ARE MANY FACTORS THAT IMPACT
THE SUCCESS OF YOUR PPC CAMPAIGNS.

3. TODAY WE ARE GOING TO FOCUS ON:

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. 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. START WITH THE ‘WHY’.

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“People don’t buy
“what you do, they buy
“WHY“you do it.”

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. Less space makes it even
more important to create a
powerful message.

10. If great ads were just keywords, text
and some clever fandagglement,
then every worthwhile ad would
be successful - but they’re not.

11. THE TIME HAS COME TO
BREAK THE HABIT OF
GENERIC PPC COPY FOREVER.

12. WELCOME TO
PSYCHOLOGY 101.

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LESSON #1
THE SERIAL EFFECT

14. WE ARE MORE LIKELY TO RECALL
THE FIRST AND LAST PIECES OF
INFORMATION WE SEE.

15. INCLUDE KEYWORDS.

16. SOLVE A PROBLEM.

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18. TARGET THE ISSUE AS WELL AS
THE SOLUTION.

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20. MIRROR AN OBJECTIVE.

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22. INCLUDE THE INFORMATION
THAT YOUR AUDIENCE
WANTS TO KNOW.

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LESSON #2
EMOTIONAL TRIGGERS

25. EMOTIONS GREATLY INFLUENCE
AND, IN MANY CASES, EVEN
DETERMINE OUR DECISIONS.”
PSYCHOLOGY TODAY
“

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

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28. BOZBOZ PLAY BIG
Website ProposalFOCUS ON YOUR CUSTOMER’S END GAME.

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APPEAL TO THEIR SENSE OF ENTITLEMENT

30. BOZBOZ PLAY BIG
Website ProposalBE IMMEDIATE AND TALK DIRECTLY TO ‘YOU’
One of these ads had a
100% higher conversion rate

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LESSON #3
SOCIAL PROOF

32. 70% OF CONSUMERS PLACE
PEER RECOMMENDATIONS
OVER PROFESSIONALLY
WRITTEN CONTENT.”
STUDY BY REVOO
“

33. MAKE SURE GOOGLE REVIEWS
IS ATTACHED TO ADWORDS.

34. BOZBOZ PLAY BIG
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LESSON #4
LOSS AVERSION

36. MOST PEOPLE WOULD RATHER
AVOID LOSS THAN ACQUIRE
GAIN”
D. KAHNEMAN & A. TVERSKY
“

37. INSERT SOME FORM
OF URGENCY.

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ADS THAT USE A SENSE OF
URGENCY HAVE UP TO 32%
INCREASE IN CTR BY ADDING
A COUNTDOWN TIMER

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LESSON #5
ILLUSIONARY
TRUTH EFFECT

40. THE TENDENCY TO BELIEVE
INFORMATION TO BE CORRECT
AFTER REPEATED EXPOSURE”
VILLANOVA & TEMPLE UNIVERSITIES
“

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. BOZBOZ PLAY BIG
Website ProposalYou can’t escape the escape room ads!
Which of these ads are you
most likely to remember?

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BONUS LESSON:
DARE TO BE
DIFFERENT

44. THE BIZARRENESS EFFECT
PROVES THAT PEOPLE REMEMBER
THE UNUSUAL OVER THE
COMMON.

45. BOZBOZ PLAY BIG
Website ProposalJUMP ON TRENDING TOPICS.
BE SMART AND SASSY!

46. KEEP YOUR ADS CURRENT.
JUMP ON TRENDS.
23% IMPROVEMENT IN CONVERSION RATE

47. USE YOUR LANDING PAGE TO
CONTINUE THE STORY.

48. [First day of summer]
[Spelling bee]
[How to talk to girls]
[How to kiss]

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GET CREATIVE WITH YOUR KEYWORDS
- Two days
- 558,589 ad impressions
- CTR 1.05%
- 5,874 web visitors

50. ADD A LITTLE HUMOUR.

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BUT!!!
Don’t ignore the trusty old slippers,
for they bring in different audiences

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KEY TAKEAWAYS...

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THANK YOU!
SOPHIE TURTON
Head of Content and PR