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The Emotional Science Behind PPC - Pubcon 2015
1.
The Emotional Science
Behind PPC Ads Helen Edwards – Search Marketing Analyst, WordStream
2.
About Helen!
3.
I like animals…
a lot
4.
I live in
Boston’s South End
5.
…in Boston’s crappiest apartment ACTUAL
SIZE!
6.
Favorite Season is
STILL Winter (true native)
7.
I’m wicked tough
8.
What are we
doing for the next 25 minutes? *Tip – if you get bored Youtube ‘Helen Edwards skating’
9.
Why You NEED
Emotional Ads
10.
How to Create
Emotional Ads
11.
When you think
quality score, think CTR
12.
Impression share goes
up/down 9% for every 1 point increase/decrease in quality score! Source: WordStream Customer Data
13.
14.
Dynamic Keyword Insertion Produces the
Best Ads, Right?
15.
DKI works… Source: WordStream
Customer Data
16.
But DKI doesn’t
make your ads extraordinary Source: WordStream Customer Data
17.
Emotions make your
ads Extraordinary
18.
Good Ads Higher CTR Better Quality Score Cheaper Clicks
19.
Celebrate with the
$$$ You Just Saved!
20.
21.
Logic Emotion
22.
23.
“Mankind are governed
more by their feelings than reason.” – Sam Adams
24.
25.
Brand Affiliation
26.
27.
28.
Disney Gets It
29.
30.
What do these
ads have in common?What do these ads have in common?
31.
THEY ALL SUCK
32.
33.
Helen’s Foolproof Process for
Creating Emotional Ads
34.
Helen’s Ad Creation
Process Step 1 – Who is your customer?
35.
Helen’s Ad Creation
Process Step 2 – What persona do you want to take on in relation to your target market?
36.
Helen’s Ad Creation
Process Step 3 – Write emotionally charged ad from the standpoint of the chosen persona
37.
Helen’s Top 4
Emotions that Make People Click & Convert Like CRAZY!
38.
Helen’s Top Emotions
for Ad Copy Domination - #4 ANGER
39.
Who’s Been Cheated
On?
40.
41.
- Helen’s Ad
Creation Process - Persona?
42.
Hero: Divorce Lawyer Villains
: Husband / Mistress
43.
Capitalize on the
Searcher’s Feelings
44.
45.
Loves – Family Hates
- the Government 28% CTR!
46.
HACK! – use
emotionally driven ad extensions
47.
Source: WordStream Customer
Data
48.
Helen’s Top Emotions
for Ad Copy Domination - #3 DISGUST
49.
- Helen’s Ad
Creation Process - Persona?
50.
51.
52.
Know Your Audience!
53.
Helen’s Top Emotions
for Ad Copy Domination - #2 AFFIRMATION
54.
- Helen’s Ad
Creation Process - Persona?
55.
PRO TIP! –
listen to your favorite jams for inspiration
56.
Generic Promotion
57.
Flattery
58.
Flattery + Promotion
= WIN
59.
CTR by Ad Generic
Promotion Flattery Promotion + Flattery 0% 5% 10% 15% 20% 25% 30% 21% 14% 29%
60.
Helen’s Top Emotions
for Ad Copy Domination - #1 FEAR
61.
62.
63.
Version #1 -
Positivity
64.
- Helen’s Ad
Creation Process -Persona?
65.
Version #2 -
Negativity
66.
125% Increase in
Appointments Booked Positive Twist Negative Twist 0 1 2 3 4 5 6 7 8 9 10 4 9
67.
170% Increase in
Call Volume! Positive Twist Negative Twist 0 5 10 15 20 25 30 10 27
68.
Repeat after me
– ‘I will test emotionally driven PPC ads’
69.
Takeaway #1 Small Changes
= Small Changes Big Changes = Big Changes
70.
Takeaway #2 Be the
mad scientist & don’t be afraid to test CRAZY ads
71.
Free WordStream T-Shirt
to the first person to name this dude
72.
73.
Takeaway #3 Be the
Tom Brady in a sea of quarterbacks!
74.
Thanks!
Editor's Notes
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