The time has come to break the habit of generic PPC copy forever. Discover how to tap into your audience's psyche and stand out in the SERPS

1. The psychology of
language for PPC
Sophie Turton
Digital Marketing Manager | Bozboz |

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
SOME TRICKS
TO GET THE MOST
OUT OF IT
THE INSPIRATION
TO BE CREATIVE

5. WHO
– YOU ARE TALKING TO
WHAT
– YOU WANT THEM TO LEARN FROM YOUR
MESSAGE…AND THEN DO WITH IT
WHY
– THEY SHOULD CARE
POWERFUL COPY CONSIDERS

6. START WITH THE WHY

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

8. WELCOME TO
PSYCHOLOGY 101

9. LESSON #1
THE SERIAL
EFFECT

10. “WE ARE MORE
LIKELY TO RECALL
THE FIRST AND LAST
PIECES OF
INFORMATION WE
SEE”

11. INCLUDE KEYWORDS

12. SOLVE A PROBLEM

13. TARGET THE ISSUE AS
WELL AS THE SOLUTION

14. MIRROR AN
OBJECTIVE

15. INCLUDE THE
INFORMATON YOUR
AUDIENCE WANT
TO KNOW

17. LESSON #2
EMOTIONAL
TRIGGERS

18. “Emotions greatly
influence and, in
many cases, even
determine
our decisions.”
- Psychology Today -

19. Perry Marshall’s Swiss Army Knife Method
- Identify your customers
- Identify a thing your customer loves
- A thing they hate
- Their best friend
- Their worst enemy

21. FOCUS ON YOUR
CUSTOMER’S END GAME

22. APPEAL TO THEIR SENSE
OF ENTITLEMENT

23. LESSON #3
SOCIAL PROOF

24. “70% OF CONSUMERS
PLACE PEER
RECOMMENDATIONS OVER
PROFESSIONALLY WRITTEN
CONTENT”
- STUDY BY REVOO -

25. MAKE SURE
GOOGLE REVIEWS
IS ATTACHED
TO ADWORDS

26. USE STRUCTURED SNIPPETS
TO INCLUDE REVIEWS

27. LESSON #4
LOSS AVERSION

28. “MOST PEOPLE WOULD
RATHER AVOID LOSS
THAN ACQUIRE GAIN”
Kahneman, D. & Tversky, A

29. INSERT SOME FORM
OF URGENCY

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

31. LESSON #5
ILLUSIONARY
TRUTH EFFECT

32. THE TENDENCY TO
BELIEVE INFORMATION TO
BE CORRECT AFTER
REPEATED EXPOSURE
- Villanova University &
Temple University -

33. CREATE A CATCHY
CALL-TO-ACTION THAT
MAKES YOU STAND OUT
AND THAT PEOPLE WILL
RECOGNISE WHEN YOU
USE IT TIME AND
AGAIN

34. BONUS LESSON:
DARE TO BE
DIFFERENT

35. THE BIZARRENESS
EFFECT PROVES
PEOPLE REMEMBER
THE UNUSUAL OVER
THE COMMON

36. JUMP ON TRENDING TOPICS –
BE SMART AND SASSY

37. USE THE LANDING
PAGE TO CONTINUE
THE STORY

38. GET CREATIVE WITH YOUR KEYWORDS

39. ADD A LITTLE HUMOUR

40. KEY TAKEAWAYS

42. THANK YOU
SOPHIE TURTON
DIGITAL MARKETING MANAGER