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BIONIC GOOGLE ADS: 
The “Swiss Army Knife” Method 
for Creating Ultra-Emotional, High-CTR Ads
“Most people think they’ve 
tested 20 Google ads 
but they really just tested 
2 ads 10 different times.” 
–Dr. Glenn Livi...
Most people find one decent formula that “works” and just refine it. But you can do 
much, much better. Today I’m going to...
How to Write a Book, Fast 
14 Days from Start to Finish 
Unique, Step By Step Program 
Write-A-Book-Faster.com 
How to Wri...
For several months I’ve been developing a reliable formula that breaks you out of that rut 
and consistently gets high CTR...
7
Relationships | Knife Blade #1 
All the different relationships that exist between your customers and 5 other types of 
pe...
This picture shows 15 different relationships: Your 
customer and the thing she loves; your customer 
and the thing she ha...
How about an ad that’s about the wife’s worst enemy (the other woman), and the thing 
your customer hates the most (consta...
Enhanced Blade #1 
Your 
Customer 
You (the 
advertiser) 
Your 
Customer’s 
Best Friend 
Your 
Customer’s 
Worst 
Enemy 
A...
12 
Imagery | Knife Blade #2 
• Visual 
• Auditory 
• Kinesthetic 
You rewrite your ads around pictures, sounds, or physic...
Emotions | Knife Blade #3 
Feelings 
• Anger • Sadness 
• Joy • Surprise 
• Disgust • Ecstasy 
• Terror • Despair 
• Antic...
14 
Types of Statements | Knife Blade #4 
• Question 
• Statement (declaration) 
• Command (imperative) 
• Condition (if/t...
Capability | Knife Blade #8 
• Can 
• Can’t 
• Will 
• Won’t 
• Does 
• Doesn’t 
• Do 
• Don’t 
• Is 
• Isn’t 
• True 
• F...
16 
Proof | Knife Blade #10 
Courtesy of Rich Schefren 
Credibility 
• The Powerful Demonstration 
• Results In Advance 
•...
Numbers | Knife Blade #11 
• Price • Money 
• Savings • Losses 
• Earnings • ROI 
• Statistics • Percentages 
• Fractions ...
Names | Knife Blade #13 
• Movies • TV Shows 
• Radio Programs • Songs 
• Actors & Actresses • Authors 
• Politicians • Wo...
Direct Marketing Offers | Knife Blade #15 
• Guarantee • Trial Offer 
• Free Sample • % Discount 
• No Obligation • Accomp...
20 
The Swiss Army Knife of Shame! | Knife Blade #17 
Name Question to Ask About Your Customer 
•1 Legitimate Moral Guilt ...
What’s The True Mark of Ad-Writing Mastery? 
Squeezing MANY blades into ONE tiny ad. 
Example: this ad contains 15 of the ...
22 
Towards / Away From | Knife Blade #6 
Fear 
Future | Knife Blade #7 
Warning 
Capability | Knife Blade #8 
Won’t chang...
23 
Appendix A 
Imagery Verbs 
Visual Verbs 
Admire, Announce, Appear, Behold, Brighten, Clarify, Clear, Color, Conceal, D...
24 
Kinesthetic Verbs 
Accelerate, Act, Adhere, Adorn, Advance, Align, Alter, Amble, Anoint, Approach, Arc, Arrange, Attac...
Perry S. Marshall & Associates ©2013 
25
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Bionic Google Ads

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How to write better copy for Adwords and Facebook ads

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Bionic Google Ads

  1. 1. BIONIC GOOGLE ADS: The “Swiss Army Knife” Method for Creating Ultra-Emotional, High-CTR Ads
  2. 2. “Most people think they’ve tested 20 Google ads but they really just tested 2 ads 10 different times.” –Dr. Glenn Livingston 3
  3. 3. Most people find one decent formula that “works” and just refine it. But you can do much, much better. Today I’m going to show you 2 of 10 powerful ways to rocket your CTR with EMOTIONAL POWER. EXAMPLE: 6 Different Versions of 1 Ad That’s what happened with this example below. 6 different versions of a “How to Write a Book” ad. But same formula for each one. You test adjectives, verbs, URL’s, commas (ad #1 is the “little comma that could,” which got an 8% CTR boost) and that’s great. But 99% of people miss dozens of completely different, superb HOOKS they could use. You can approach your customers from a completely different, surprising direction. And as your campaigns develop, you become more and more afraid to boldly experiment because you don’t want to hurt your overall CTR and drop in the rankings. So you stay stuck. This is a very successful ad campaign but it’s stuck in a rut: 4
  4. 4. How to Write a Book, Fast 14 Days from Start to Finish Unique, Step By Step Program Write-A-Book-Faster.com How to Write a Book Fast 14 Days from Start to Finish Unique, Step By Step Program Write-A-Book-Faster.com How to Write a Book, Fast Get The Job Done in 14 Days or Less Unique, Step By Step Aff. Program perrymarshall.com/WriteABook How to Write a Book, Fast Finish Your Manuscript in 14 Days Unique, Step By Step Program Write-A-Book-Faster.com How to Write a Book, Fast 14 Days from Start to Finish Unique, Step By Step Aff. Program perrymarshall.com/WriteABook How to Write a Book, Fast Get The Job Done in 14 Days or Less Unique, Step By Step Aff. Program Write-A-Book-Faster.com 5
  5. 5. For several months I’ve been developing a reliable formula that breaks you out of that rut and consistently gets high CTR’s. Here’s an example of 4 ads that used the Swiss Army Knife Formula. Each ad is completely different from the others (#2 had been my control for 2 months) and each commands a very high CTR: The 2nd ad was my control. The other ads are hot off the press, all completely different, all with double-digit CTR’s. PROBLEM: “There’s only a few things I can think of to say and it’s really hard to not sound like everyone else in my market.” SOLUTION: There are literally THOUSANDS of things you can say, even in a tiny Google ad, which means there’s NO SUCH THING as a market you can’t break into, or do better in. Even if you’ve been stuck with the same Control Ad for 3 years. This report contains 15 sets of “blades” for generating fresh new ideas for… • Google Ads • Headlines • New Landing Pages to Test • Completely new ways to tell your story This makes testing new ads simple and formulaic. No more combing through huge swipe files looking for something you might be able to use. These are simple formulas you can apply instantly. 6
  6. 6. 7
  7. 7. Relationships | Knife Blade #1 All the different relationships that exist between your customers and 5 other types of people and things: Your Customer You (the advertiser) Your Customer’s Best Friend Your Customer’s Worst Enemy A thing that Your Customer Loves A thing that Your Customer Hates 8
  8. 8. This picture shows 15 different relationships: Your customer and the thing she loves; your customer and the thing she hates; your customer and you… the thing your customer loves and its relationship to her worst enemy, and so on. Most ads are about something the vendor sells or some really obvious problem related to the key-word. If we’re writing an ad for the keyword “bad marriage,” the ads you see on the right are VERY predictable. Pretty typical of most markets. The Swiss Army Knife gives us all kinds of NEW ad hooks: The #1 thing the prospect hates may be constant fighting: Bad Marriage=Constant Fights Don’t Go To Bed Angry 14 Minute Video will Calm Your Mind www.AngryMarriage.com Your best friend (at one time anyway) was your husband, and the #1 enemy is his lover: Who is your husband with? Is he sleeping with “her” right now? Get revenge & a smile on your face www.BadMarriageRevenge.com 9
  9. 9. How about an ad that’s about the wife’s worst enemy (the other woman), and the thing your customer hates the most (constant fighting): Nasty Fight: The Other Woman Sick of being compared with “her”? Change the Game. Free Report www.BadMarriageReport.com How about an ad that’s about the wife’s worst enemy and her best friend (in this case her children): The Other Woman: Step Mom How will you feel when Your children call her “mommy”? www.BadMarriageReport.com/prevention See how much emotion you elicit when you focus on the relationships between key play-ers in your customer’s drama? This is P-O-W-E-R-F-U-L. 10
  10. 10. Enhanced Blade #1 Your Customer You (the advertiser) Your Customer’s Best Friend Your Customer’s Worst Enemy A thing that Your Customer Loves A thing that Your Customer Hates Your Customer’s Hero Your Customer’s Victim Icon Your Service A Negative Force Or Belief A Positive Force Or Belief Your Product Number of relationships: 66 11
  11. 11. 12 Imagery | Knife Blade #2 • Visual • Auditory • Kinesthetic You rewrite your ads around pictures, sounds, or physical sensations in your prospect’s body. Most people process information one of these ways more than the others. Visual: Other Woman Photographs Will you see her with your Children In Family Portraits? www.TheOtherWoman.org/Bad_Marriage Auditory: “I Hate My Other Mommy” What will your little boy say The day she moves in? www.TheOtherWoman.org/Step_Mom Kinesthetic: When He Caresses Her Do you feel sick on the inside? Hope and healing here www.TheOtherWoman.com/Community
  12. 12. Emotions | Knife Blade #3 Feelings • Anger • Sadness • Joy • Surprise • Disgust • Ecstasy • Terror • Despair • Anticipation Vices • Sloth • Envy • Gluttony • Avarice • Greed • Lust • Selfishness • Revenge Virtues • Love • Compassion • Ambition • Courage • Justice • Cleanliness • Generosity • Creativity • Defiance • Determination • Excellence • Honesty • Modesty • Reliability • Superiority • Simplicity • Elegance • Thrift • Forgiveness • Resolution 13
  13. 13. 14 Types of Statements | Knife Blade #4 • Question • Statement (declaration) • Command (imperative) • Condition (if/then) • Quotation (he said, “…”) Time | Knife Blade #5 • Past • Present • Future Towards / Away From | Knife Blade #6 • Fear • Desire • Both Future | Knife Blade #7 • Prediction • Warning • Promise • Threat • Story of Change
  14. 14. Capability | Knife Blade #8 • Can • Can’t • Will • Won’t • Does • Doesn’t • Do • Don’t • Is • Isn’t • True • False Levels of Identity | Knife Blade #9 (These apply to anyone in Blade #1): • Identity – who they are • Beliefs – what they think • Skills – what they’re capable of • Behavior – what they do • Environment – where they are 15
  15. 15. 16 Proof | Knife Blade #10 Courtesy of Rich Schefren Credibility • The Powerful Demonstration • Results In Advance • High Profile Clients • Track Record • Powerful Associations • Celebrity • Unique Mechanism Believability • Displays Of Knowledge • Personal Endorsement • Case Histories • The Sinatra Test (“if you can make it here, you can make it anywhere”) Facts • Case Studies • Research • Self-Evident Social Proof • Media Mentions • Number of Followers • Innovation • Specialization
  16. 16. Numbers | Knife Blade #11 • Price • Money • Savings • Losses • Earnings • ROI • Statistics • Percentages • Fractions • Dates • Periods of Time • Quantities • Symbolic / Talismanic (7, 8, 12, 666) Language Devices | Knife Blade #12 • Bullets • Rhythm • Rhyme • Onomatopoeia • Alliteration • Consonance • Haiku • Simile • Metaphor • Personification • Metonymy • Synecdoche • Famous Quotes • Lyrics • Popular Clichés • Humor • Irony • Tragedy • Sarcasm • Slang • Colloquialisms 17
  17. 17. Names | Knife Blade #13 • Movies • TV Shows • Radio Programs • Songs • Actors & Actresses • Authors • Politicians • World Leaders • Icons • Spirit Beings • Master Teachers • Trademarks • Brand Names • Product Names • Part Numbers • Artists • Musicians • Captains of Industry Locations | Knife Blade #14 • Landmark • Neighborhood • City • County • Region • Fictional (“The Shire”) • Country • Conceptual (“Cyberspace”) • Historical • Imaginary (“Wonderland”) • State • Metaphysical (Heaven / Hell / Nirvana) • Continent 18
  18. 18. Direct Marketing Offers | Knife Blade #15 • Guarantee • Trial Offer • Free Sample • % Discount • No Obligation • Accompanying Offer • Free with Sign-up • Reports White Papers, Audio, Video • Software • Membership • Consultation • Results in Time Frame • Deadline • % to Charity • Disqualification Ad Structure | Knife Blade #16 • Transposition • Verb Swapping • Noun Swapping • Adjective Swapping • Capitalization • Punctuation • Line Breaks • Repetition • Quotes, dashes, parentheses, slashes • Commas, semicolons, question marks, exclamation marks • Extra spaces • Symbols • ASCII characters 19
  19. 19. 20 The Swiss Army Knife of Shame! | Knife Blade #17 Name Question to Ask About Your Customer •1 Legitimate Moral Guilt What shameful act have they committed due to bad moral character? •2 False Moral Guilt What act do they or others falsely believe to be shameful? •3 Blame What disasters can they get blamed for? •4 Physical Nakedness What part of their physical appearance do they want kept secret? •5 Emotional Nakedness What beliefs, feelings or aspirations do they want kept secret? •6 Opposite Sex Rejection How many mates or lovers rejected them, and why? •7 Social/Business Rejection What family, friends or business contacts reject them, and why? •8 Failure What failures are they ashamed of? •9 Stupidity What dumb decisions have they made? •1 Telling of Secrets What dark secrets do they not want anyone to find out about, ever? •1 Defeat Who or what have they lost battles with? •1 Inadequacy What are they secretly afraid they’re unable to do? •1 Inferiority Who or what do they feel inferior to? •1 Vulnerability Who or what is a weak spot and potential threat? •1 Ignorance What do they not know, that they’re ashamed of not know-ing? •1 Defilement Who or what could drag them into even more shameful behavior? •1 Shamelessness What would a criminal or madman who’s lost all sense of shame do?
  20. 20. What’s The True Mark of Ad-Writing Mastery? Squeezing MANY blades into ONE tiny ad. Example: this ad contains 15 of the 17 blades. And 28 distinct blade elements. This is accomplished with only 20 words. World War 3: Other Woman Did he say “She’s more beautiful” ? 84% Failure Unless You Act Now DivorceCaseStudy.com/FreeReport Relationships | Knife Blade #1 Between your customer & her worst enemy Between your customer’s husband & his lover Visual/Auditory/Kinesthetic | Knife Blade #2 Kinesthetic (World War 3) Auditory (What he said) Core Emotions | Knife Blade #3 Anger Envy Defiance Disgust Types of Statements | Knife Blade #4 Quotation Condition Time | Knife Blade #5 Past Present Future 21
  21. 21. 22 Towards / Away From | Knife Blade #6 Fear Future | Knife Blade #7 Warning Capability | Knife Blade #8 Won’t change Levels of Identity | Knife Blade #9 What they’re capable of (other woman) What they say (husband) Proof | Knife Blade #10 Case Study Self Evident truth Numbers | Knife Blade #11 Percentage Language Devices | Knife Blade #12 Slang (WW3) Tragedy Direct Marketing Offers | Knife Blade #13 Free report Act now Ad Structure | Knife Blade #16 Question mark Extra spaces Shame | Knife Blade #17 Defeat is also part of the ad
  22. 22. 23 Appendix A Imagery Verbs Visual Verbs Admire, Announce, Appear, Behold, Brighten, Clarify, Clear, Color, Conceal, Darken, Dim, Disguise, Elucidate, Espy, Examine, Expose, Eye, Face, Gawk, Gaze, Glance, Glare, Glimpse, Glow, Goggle, Hallucinate, Illustrate, Ink, Inspect, Leer, Lighten, Look, Narrow, Notice, Observe, Ogle, Paint, Pale, Peek, Peer, Picture, Quiver, Recognize, Redden, Refocus, Regard, Scan, Scowl, Scribble, Scrutinize, Search, See, Shine, Show, Showcase, Sketch, Smile, Spy, Squint, Stare, Streak, Tidy, Twinkle, View, Visualize, Watch, Witness, Auditory Verbs Applaud, Argue, Ask, Babble, Badmouth, Banter, Bark, Bawl, Bay, Belch, Bellow, Be-moan, Blare, Blat, Blather, Bleat, Blubber, Blurt, Boo, Boom, Bray, Burble, Burp, Buzz, Cackle, Cajole, Call, Carol, Catcall, Caterwaul, Caw, Chant, Chat, Chatter, Cheer, Chime, Chirp, Chirr, Chitter, Chortle, Chuckle, Clamor, Clang, Clap, Clash, Click, Clink, Clip, Clop, Cluck, Coo, Cough, Crash, Croak, Crow, Crunch, Cry, Cuss, Declare, Decree, Decry, Denounce, Dictate, Drone, Drum, Eavesdrop, Echo, Exclaim, Fiddle, Flicker, Flute, Foresee, Fuss, Gabble, Gag, Gargle, Gasp, Gibber, Giggle, Gobble, Groan, Grouch, Growl, Grumble, Grunt, Guffaw, Gulp, Gurgle, Harmonize, Hear, Heckle, Herald, Hic-cup, Hiss, Holler, Honk, Hoot, Howl, Huff, Hum, Hurrah, Hush, Implore, Interject, Interrupt, Intone, Jabber, Jangle, Jeer, Jingle, Lament, Laud, Laugh, Lecture, Lisp, Listen, Lull, Moan, Nag, Neigh, Overhear, Plead, Plonk, Pray, Praise, Prattle, Preach, Proclaim, Pronounce, Purr, Putter, Quack, Quiet, Ramble, Rant, Rap, Rattle, Recite, Regale, Re-phrase, Restate, Retell, Retort, Reword, Rhapsodize, Rhyme, Ring, Roar, Rumble, Rustle, Say, Scoff, Scold, Scream, Screech, Serenade, Shout, Sheik, Shush, Sigh, Silence, Sim-mer, Sing, Slander, Slur, Slurp, Smack, Snap, Snarl, Sneeze, Snicker, Sniffle, Snitch, Snivel, Snore, Snort, Sob, Sound, Speak, Sputter, Squawk, Squeak, Squeal, Stammer, Strum, Stutter, Swear, Talk, Tell, Testify, Thump, Tinkle, Toot, Trumpet, Tune, Ululate, Utter, Verbalize, Vocalize, Wail, Warble, Weep, Wheeze, Whimper, Whine, Whinny, Whisper, Whistle, Whoop, Yap, Yawn, Yawp, Yell, Yelp, Yodel, Yowl,
  23. 23. 24 Kinesthetic Verbs Accelerate, Act, Adhere, Adorn, Advance, Align, Alter, Amble, Anoint, Approach, Arc, Arrange, Attach,Attack, Backhand, Backpedal, Backtrack, Bang, Barge, Bash, Bat, Bathe, Beat, Beckon, Beg, Bend, Beseech, Bind, Bite, Blink, Blot, Blow, Bludgeon, Bolt, Bonk, Bounce, Brace, Brandish, Break, Browbeat, Brush, Buck, Buckle, Build, Bumble, Bump, Burrow, Burst, Butcher, Button, Caress, Carry, Cartwheel, Carve, Catapult, Catch, Chase, Chew, Chill, Chisel, Chomp, Chop, Chuck, Cinch, Clamber, Clamp, Clasp, Claw, Cleave, Clench, Climb, Cling, Club, Clutch, Coil, Collapse, Collect, Collide, Comb, Compress, Connect, Constrict, Contend, Contort, Counteract, Cover, Cower, Crack, Cradle, Cram, Crawl, Crease, Creep, Crimp, Cringe, Crinkle, Crop, Crouch, Crumble, Crumple, Crush, Cuddle, Cuff, Curl, Curtsy, Cut, Dab, Dance, Dampen, Dangle, Dart, Dash, Deflate, Deflect, Demonstrate, Descend, Detach, Devour, Dig, Dilate, Dimple, Dip, Disentangle, Dislodge, Dismount, Displace, Dive, Divert, Divide, Dodge, Doodle, Drag, Drain, Drape, Draw, Drift, Drill, Drink, Drip, Droop, Drop, Duck, Dump, Dunk, Elbow, Elevate, Embrace, Empower, Encircle, Enclose, Enfold, Engage,Engrave, Engulf, Enshroud, Ensnare, Entangle, Envelop, Etch, Excavate, Exchange, Exclude, Exhale, Expand,Extend, Extract, Extricate, Fabricate, Faint, Fall, Fan, Fasten, Fence, Fend, Fetch, Fidget, Finger, Fish, Flail, Flank, Flap, Flatten, Flee, Flex, Flick, Flinch, Fling, Flip, Flit, Float, Flop, Flounder, Flutter, Fold, Fondle, Force, Forge, Form, Fortify, Frame, Freeze, Frisk, Frolic, Fumble, Furl, Gallop, Gather, Gesture, Glide, Gnash, Gnaw, Go, Gouge, Grab, Grapple, Grasp, Graze, Grind, Grip, Grope, Grovel, Guard, Gulp, Gyrate, Hack,Hammer, Handle, Harden, Harvest, Hasten, Haul, Head-butt, Heal, Heave, Hem, Hew, Hike, Hit, Hitch, Hobble, Hold, Hook, Hop, Hug, Hunch, Hurl, Hustle, Immerse, Impale, Implant, Impress, Imprint, Inflame, Inflect, Interact, Intersect, Interfere, Interlace, Interlock, Jab, Jam, Jerk, Jiggle, Jog, Jolt, Jostle, Juggle, Jump, Kick, Kiss, Knead, Knee, Kneel, Knit, Knock, Kowtow, Lace, Land, Lash, Latch, Lather, Launch, Lay, Lean, Leap, Lengthen, Lick, Lift, Limp, Load, Loaf, Lob, Lock, Loiter, Lounge, Lug, Lunge, Lurch, Lurk, Nip, Nuzzle, Ooze, Palpitate, Paw, Peck, Pelt, Perspire, Pet, Pick, Pierce, Pinch, Play, Plod, Plump, Poke, Pop, Pounce, Pound, Pour, Press, Prick, Prod, Promenade, Propel, Prowl, Pry, Pull, Pummel, Punch, Puncture, Push, Quake, Quicken, Quiver, Race, Raise, Ram, Reach, Rearrange, Relax, Repack, Rest, Retch, Retrieve, Rip, Rock, Roll, Rotate, Rub, Ruffle, Salivate, Saunter, Scamper, Scatter, Scoop, Scoot, Scour, Scramble, Scrape, Scratch, Scrub, Scuff, Scuttle, Seize, Sever, Shake, Shape, Shave, Shear, Shield, Shiver, Shock, Shove, Shower, Shred, Shrug, Sidestep, Sidle, Sip, Sit, Skewer, Skip, Slam, Slash, Slather, Slice, Slide, Slumber, Slump, Smack, Smash, Smear, Smile, Smush, Snatch, Sneak, Snuggle, Soak, Somersault, Soothe, Spank, Spasm, Spin, Spit, Splash, Spread, Sprint, Spur, Squash, Squeeze, Squirm, Squish, Stab, Stalk, Stamp, Stand, Startle, Step, Stiffen, Stimulate, Stomp, Stoop, Stran-gle, Stretch, Strike, Stroke, Stroll, Struggle, Strut, Stumble, Suck, Surround, Swab, Swallow, Swat, Sweat, Sweep, Swerve, Swoon, Swim, Swing, Swipe, Swirl, Swish, Swivel, Tackle, Tap, Tear, Tease, Tense, Throw, Thrust, Thwack, Tickle, Tiptoe, Toil, Topple, Toss, Tote, Touch, Toughen, Tousle, Traipse, Tread, Tremble, Trip, Trot, Trounce, Trudge, Tuck, Tug, Tumble, Tweak, Tweeze, Twirl, Twist, Twitch, Unbend, Unbind, Unbutton, Unbuckle, Unclasp, Unclench, Uncoil, Uncover, Undulate, Unfasten, Unfold, Unfurl, Unhook, Unravel, Unroll, Untangle, Untie, Untwist, Unveil, Unwind, Unwrap, Vault, Veer, Vibrate, Vomit, Waddle, Wade, Wag, Waggle, Walk, Wallop, Waltz, Wander, Wave, Weave, Wedge, Whack, Whip, Wiggle, Wince, Wink, Wipe, Wobble, Worship, Wrestle, Writhe, Yang,
  24. 24. Perry S. Marshall & Associates ©2013 25

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