The document discusses using emotional appeals in pay-per-click (PPC) ads to improve performance. It outlines Helen Edwards' process for creating emotional ads, which involves understanding the target customer, choosing an engaging persona, and writing ads from that persona's perspective that elicit emotions like anger, disgust, affirmation, and fear. Data examples show how emotional ads can significantly increase click-through rates, calls, and appointments over generic promotional ads. The key takeaways are that small tweaks can lead to small gains while dramatic changes may yield dramatic results, and advertisers should test unconventional ad concepts without fear.

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

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!

21. Logic
Emotion

23. “Mankind are governed more by their feelings than reason.”
– Sam Adams

25. Brand Affiliation

28. Disney Gets It

30. What do these ads have in common?What do these ads have in common?

31. THEY ALL
SUCK

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?

41. - Helen’s Ad Creation Process -
Persona?

42. Hero: Divorce Lawyer
Villains : Husband / Mistress

43. Capitalize on the Searcher’s Feelings

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?

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

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

73. Takeaway #3
Be the Tom Brady in a sea of quarterbacks!

74. Thanks!