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Applying Psychology to 3X Ad Engagement By Margot da Cunha

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Getting Creative With Ad Copy & Testing. PRESENTATION: Applying Psychology to 3X Ad Engagement - Given by Margot da Cunha, @chappymargot - WordStream Inc, Customer Success. #SMX #11B

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Applying Psychology to 3X Ad Engagement By Margot da Cunha

  1. 1. #SMX #11B @ChappyMargot Applying Psychology to 3X Ad Engagement
  2. 2. #SMX #11B @ChappyMargot I’m Margot from
  3. 3. #SMX #11B @ChappyMargot2
  4. 4. #SMX #11B @ChappyMargot3
  5. 5. #SMX #11B @ChappyMargot
  6. 6. #SMX #11B @ChappyMargot What do these 3 PPC ads all have in common?
  7. 7. #SMX #11B @ChappyMargot They All Stink
  8. 8. #SMX #11B @ChappyMargot Keyword in the Description URL Special Offers Call-to-Action Sitelink Extensions Social validation Product Ratings
  9. 9. #SMX #11B @ChappyMargot They Still Stink
  10. 10. #SMX #11B @ChappyMargot “Best practices” lead to most ads looking the same…
  11. 11. #SMX #11B @ChappyMargot Stop Limiting Your Ad Copy to “Best Practices” & Start Thinking About PEOPLE
  12. 12. #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
  13. 13. #SMX #11B @ChappyMargot 5 Psychological Ad Copy Hacks to Shine Amongst a Sea of Same-ness
  14. 14. #SMX #11B @ChappyMargot Hack #1: Personalize Your Ad Copy
  15. 15. #SMX #11B @ChappyMargot Psychological Truth: Humans are Inherently Selfish
  16. 16. #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
  17. 17. #SMX #11B @ChappyMargot Customer- Centric Copy Business Centric Copy
  18. 18. #SMX #11B @ChappyMargot Which Ad Wins?
  19. 19. #SMX #11B @ChappyMargot It’s All About the Searcher!
  20. 20. #SMX #11B @ChappyMargot Tell the Searcher What’s In it For Them
  21. 21. #SMX #11B @ChappyMargot Your Leads Don’t Care About Your Business – They Care About Fixing Their Problem
  22. 22. #SMX #11B @ChappyMargot Hack #2: Pull Emotional Triggers
  23. 23. #SMX #11B @ChappyMargot
  24. 24. #SMX #11B @ChappyMargot Psychological Truth: Emotions Impact What We Buy
  25. 25. #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
  26. 26. #SMX #11B @ChappyMargot Yet, Can Ad Copy Really Awaken Ones Emotions?
  27. 27. #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
  28. 28. #SMX #11B @ChappyMargot HACK: Swiss Army Knife 30% CTR Jealousy! ANGER Satisfaction Happiness 
  29. 29. #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
  30. 30. #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
  31. 31. #SMX #11B @ChappyMargot Channel Your Inner Comedian
  32. 32. #SMX #11B @ChappyMargot Hack #3: Create a Fear of Missing Out
  33. 33. #SMX #11B @ChappyMargot Psychological Truth: Loss Aversions Proves That FOMO is REAL
  34. 34. #SMX #11B @ChappyMargot WorkSignal Reward
  35. 35. #SMX #11B @ChappyMargot Dopamine is About the Anticipation of the Award (not the award itself)
  36. 36. #SMX #11B @ChappyMargot 50% Spike in Dopamine When an Element of Uncertainty is Introduced
  37. 37. #SMX #11B @ChappyMargot Anticipation of a Reward + Uncertainty = INSANELY HIGH CTR’S!!!
  38. 38. #SMX #11B @ChappyMargot HACK: Automate the Process with Ad Customizers
  39. 39. #SMX #11B @ChappyMargot EVEN GREATER HACK: Combine Ad Customizers + Call-Only Campaigns to Kill the FUNNEL
  40. 40. #SMX #11B @ChappyMargot CALLS ARE WORTH 3X MORE THAN CLICKS TO A 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!
  41. 41. #SMX #11B @ChappyMargot Hack #4: Think With Your Right Brain
  42. 42. #SMX #11B @ChappyMargot Psychological Truth: Humans Like to Be Entertained
  43. 43. #SMX #11B @ChappyMargot
  44. 44. #SMX #11B @ChappyMargot I recently spent 2+ hours watching these recipe posts
  45. 45. #SMX #11B @ChappyMargot Engagement on Video Ads is 5x Higher Than Standard Banners Source: Millennial Media
  46. 46. #SMX #11B @ChappyMargot But Google doesn’t have Video Ad Formats for Search
  47. 47. #SMX #11B @ChappyMargot
  48. 48. #SMX #11B @ChappyMargot
  49. 49. #SMX #11B @ChappyMargot Don’t Forget About Social
  50. 50. #SMX #11B @ChappyMargot PPC Marketers Need to Start Thinking Like Content Marketers
  51. 51. #SMX #11B @ChappyMargot What Headlines Are Getting the Highest Clicks and Engagement Rates on Other Channels?
  52. 52. #SMX #11B @ChappyMargot Steal Ideas from Buzzfeed…
  53. 53. #SMX #11B @ChappyMargot Use Buzzsumo to See What People are Sharing
  54. 54. #SMX #11B @ChappyMargot Or use both…
  55. 55. #SMX #11B @ChappyMargot
  56. 56. #SMX #11B @ChappyMargot
  57. 57. #SMX #11B @ChappyMargot Hack #5: Utilize Repetition
  58. 58. #SMX #11B @ChappyMargot Psychological Truth: Repetition is Likely to Be Interpreted as Accuracy Over Time
  59. 59. #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.”
  60. 60. #SMX #11B @ChappyMargot
  61. 61. #SMX #11B @ChappyMargot
  62. 62. #SMX #11B @ChappyMargot
  63. 63. #SMX #11B @ChappyMargot Yet, People Forget 90% of What We Share with Them
  64. 64. #SMX #11B @ChappyMargot Hack: Create 1 Consistent Message Across All Marketing Channels
  65. 65. #SMX #11B @ChappyMargot PPC Ads Landing Pages Social Media Marketing Conferences
  66. 66. #SMX #11B @ChappyMargot First ORGANIC Listing!
  67. 67. #SMX #11B @ChappyMargot Drive the Point Home on Your Landing Page
  68. 68. #SMX #11B @ChappyMargot Using video on landing pages can increase conversions by 80%! Source: eyeviewdigital.com
  69. 69. #SMX #11B @ChappyMargot STOP Limiting Yourself to “Best Practices” & Start Thinking About What Drives PEOPLE to Act
  70. 70. #SMX #11B @ChappyMargot SEE YOU AT THE NEXT #SMX THANK YOU!

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