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5 Psychological Ad Copy Hacks to 3X Your CTR's By Margot da Cunha

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Getting Creative With Ad Copy & Testing - Given by Margot da Cunha, @ChappyMargot, Paid Search Marketer - WordStream Inc.. #SMX #11B

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5 Psychological Ad Copy Hacks to 3X Your CTR's By Margot da Cunha

  1. #SMX #11B @ChappyMargot 5 Psychological Ad Copy Hacks to 3X Your CTR’s
  2. #SMX #11B @ChappyMargot Meet Margot • I’m a PPC Expert & Content Creator at WordStream • Background in PPC, social media, & blogging • New England native
  3. #SMX #11B @ChappyMargot 10 lbs 4 oz!
  4. #SMX #11B @ChappyMargot What do these 3 PPC ads all have in common?
  5. #SMX #11B @ChappyMargot They All Suck
  6. #SMX #11B @ChappyMargot Keyword in the Description URL Special Offers Call-to-Action Sitelink Extensions Social validation Product Ratings
  7. #SMX #11B @ChappyMargot They Still Suck
  8. #SMX #11B @ChappyMargot Average CTR Top 15% Top 5% Top 1% RelativeFrequency Relative CTR Ads without DKI Ads with DKI Dynamic Keyword Insertion Works, BUT…
  9. #SMX #11B @ChappyMargot Top 5% Top 1% RelativeFrequency Relative CTR Ads without DKI Ads with DKI DKI Does Not Make Your Ads Remarkable
  10. #SMX #11B @ChappyMargot Stop Limiting Your Ad Copy to “Best Practices” & Start Thinking About PEOPLE
  11. #SMX #11B @ChappyMargot “So many of us are winning at search and losing at people… At some point winning hearts and minds is going to win on the SERPs.” – Wil Reynolds
  12. #SMX #11B @ChappyMargot First, What’s a Good CTR? 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 1 2 3 4 5 6 7 8 SearchCTR Average Postion Expected CTR
  13. #SMX #11B @ChappyMargot But, CTR’s are All Over the Map y = 0.0794e-0.353x R² = 0.284 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00% 1 2 3 4 5 6 7 8 CTR Average Postion Sample Accounts Expected CTR
  14. #SMX #11B @ChappyMargot “Be the unicorn in a sea of donkeys!” – Larry Kim
  15. #SMX #11B @ChappyMargot 5 Psychological Ad Copy Hacks to 3X Your CTR’s
  16. #SMX #11B @ChappyMargot Hack #1: Personalize Your Ad Copy
  17. #SMX #11B @ChappyMargot Psychological Truth: Humans are Inherently Selfish
  18. #SMX #11B @ChappyMargot “If you can’t turn yourself into a consumer, you probably shouldn’t be in the advertising business at all.” – David Ogilvy, The Father of Advertising
  19. #SMX #11B @ChappyMargot Business-Centric Copy vs. Customer-Centric Copy
  20. #SMX #11B @ChappyMargot Can you guess which ad has a higher CTR? NOTE: *Both of these ad have an average position between 1-2 *Roughly same amount of ad impressions A) B)
  21. #SMX #11B @ChappyMargot 62.5% CTR It’s All About the Searcher!A) B) 13% CTR
  22. #SMX #11B @ChappyMargot 50% CTR! (out 14,354 impressions in 30 days) Tell the Searcher What’s In it For Them
  23. #SMX #11B @ChappyMargot Your Leads Don’t Care About Your Business – They Care About Fixing Their Problem
  24. #SMX #11B @ChappyMargot Hack #2: Pull Emotional Triggers
  25. #SMX #11B @ChappyMargot Psychological Truth: Emotions Impact What We Buy
  26. #SMX #11B @ChappyMargot TOP EMOTIONAL DRIVERS 1. Amusement 2. Interest 3. Surprise 4. Happiness 5. Delight 6. Pleasure 7. Joy 8. Hope 9. Affection 10.Excitement
  27. #SMX #11B @ChappyMargot Yet, Can Ad Copy Really Awaken Ones Emotions?
  28. #SMX #11B @ChappyMargot HACK: Swiss Army Knife Your Customer Your Customer’s Best Friend Your Customer’s Worst Enemy You (the advertiser) A thing that Your Customer Hates A thing that Your Customer Loves
  29. #SMX #11B @ChappyMargot HACK: Swiss Army Knife 30% CTR
  30. #SMX #11B @ChappyMargot
  31. #SMX #11B @ChappyMargot TOP EMOTIONAL DRIVERS 1.Amusement 2. Interest 3. Surprise 4. Happiness 5. Delight 6. Pleasure 7. Joy 8. Hope 9. Affection 10.Excitement
  32. #SMX #11B @ChappyMargot “The main evolutionary significance of humor is that it gets us from closed mode to open mode quicker than anything else.” – John Cleese
  33. #SMX #11B @ChappyMargot Channel Your Inner Comedian
  34. #SMX #11B @ChappyMargot Hack #3: Spark Engagement through FOMO, Rewards & Uncertainty
  35. #SMX #11B @ChappyMargot Psychological Truth: Our Brains Seek Rewards and Are Intrigued by Uncertainty
  36. #SMX #11B @ChappyMargot Dopamine is About the Anticipation of the Award (not the award itself)
  37. #SMX #11B @ChappyMargot 50% Spike in Dopamine When an Element of Uncertainty is Introduced
  38. #SMX #11B @ChappyMargot 46.13% CTR! 40.51% CTR! Anticipation of a Reward + Uncertainty = INSANELY HIGH CTR’S!!!
  39. #SMX #11B @ChappyMargot HACK: Automate the Process with Ad Customizers
  40. #SMX #11B @ChappyMargot EVEN GREATER HACK: Combine Ad Customizers + Call-Only Campaigns to Kill the FUNNEL
  41. #SMX #11B @ChappyMargot CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE! Desktop Search Conversion Funnel Mobile Conversion Funnel 1. Sees Ad 2. Clicks on Ad 3. Vists Website Landing Page 4. Lead Captured 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page!
  42. #SMX #11B @ChappyMargot Hack #4: Margot’s Ad Headline Moneyball
  43. #SMX #11B @ChappyMargot Psychological Truth: Humans Like to Be Entertained
  44. #SMX #11B @ChappyMargot
  45. #SMX #11B @ChappyMargot
  46. #SMX #11B @ChappyMargot HACK: PPC Professionals Need To Start Thinking Like Content Marketers
  47. #SMX #11B @ChappyMargot What Headlines Are Getting the Highest Clicks and Engagement Rates on Other Channels?
  48. #SMX #11B @ChappyMargot Steal Ideas from Buzzfeed…
  49. #SMX #11B @ChappyMargot Use Buzzsumo to See What People are Sharing
  50. #SMX #11B @ChappyMargot Or use both…
  51. #SMX #11B @ChappyMargot
  52. #SMX #11B @ChappyMargot Hack #5: Utilize Repetition
  53. #SMX #11B @ChappyMargot Psychological Truth: Repetition is Likely to Be Interpreted as Accuracy Over Time
  54. #SMX #11B @ChappyMargot “Tom Brady is a very good friend of mine. He’s a great guy, for those of you who don’t know him. He’s an honorable guy and an honest guy and truly great athlete. He is really a very good friend of mine and I just spoke with him awhile ago, he’s so thrilled and so happy.”
  55. #SMX #11B @ChappyMargot
  56. #SMX #11B @ChappyMargot
  57. #SMX #11B @ChappyMargot Yet, People Forget 90% of What We Share with Them
  58. #SMX #11B @ChappyMargot Hack: Create 1 Consistent Message Across All Marketing Channels
  59. #SMX #11B @ChappyMargot PPC Ads Social Website 30.33% CTR
  60. #SMX #11B @ChappyMargot 34.44% CTR
  61. #SMX #11B @ChappyMargot Remarket to Re-Enforce Your Message
  62. #SMX #11B @ChappyMargot 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 RelativeCTR Number of times a user has seen ad Measuring GDN Ad Fatigue Remarketing Nonremarketing Display
  63. #SMX #11B @ChappyMargot 100% 120% 140% 160% 180% 200% 220% 240% 1 2 3 4 5 6 RelativeConvRate Number of times a user has seen ad Conversion rate increases with exposure
  64. #SMX #11B @ChappyMargot
  65. #SMX #11B @ChappyMargot THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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