The psychology of language for PPC

Sophie TurtonDigi ta l Market ing Manager | Bozboz | @turtonsophie

THERE ARE MANY FACTORS THAT IMPACT THESUCCESS OF YOUR PPC CAMPAIGNS

TODAY WE ARE GOING TO FOCUS ON

I WANT YOU TO LEAVE WITH THREE THINGSTHE

UNDERSTANDING

THAT LANGUAGE IS YOUR MOST

POWERFUL ASSET

SOME TRICKSTO GET THE MOST

OUT OF IT

THE INSPIRATION

TO BE CREATIVE

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

START WITH THE WHY

THE TIME HAS COME TO BREAK THE HABIT

OFGENERIC PPC COPY

FOREVER

WELCOME TOPSYCHOLOGY 101

LESSON #1THE SERIAL

EFFECT

“WE ARE MORE LIKELY TO RECALL

THE FIRST AND LAST PIECES OF

INFORMATION WE SEE”

INCLUDE KEYWORDS

SOLVE A PROBLEM

TARGET THE ISSUE AS WELL AS THE SOLUTION

MIRROR AN OBJECTIVE

INCLUDE THE INFORMATON YOUR

AUDIENCE WANTTO KNOW

LESSON #2EMOTIONALTRIGGERS

“Emotions greatly influence and, in

many cases, even determine

our decisions.”

- Psychology Today - 

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 

FOCUS ON YOUR CUSTOMER’S END GAME

APPEAL TO THEIR SENSE OF ENTITLEMENT

LESSON #3SOCIAL PROOF

“70% OF CONSUMERS PLACE PEER

RECOMMENDATIONS OVER PROFESSIONALLY WRITTEN

CONTENT”

- STUDY BY REVOO -

MAKE SURE GOOGLE REVIEWS

IS ATTACHEDTO ADWORDS

USE STRUCTURED SNIPPETSTO INCLUDE REVIEWS

LESSON #4LOSS

AVERSION

“MOST PEOPLE WOULD RATHER AVOID LOSS

THAN ACQUIRE GAIN”Kahneman, D. & Tversky, A

INSERT SOME FORMOF URGENCY

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

LESSON #5ILLUSIONARY

TRUTH EFFECT

THE TENDENCY TO BELIEVE INFORMATION TO

BE CORRECT AFTER REPEATED EXPOSURE

- Villanova University &Temple University -

CREATE A CATCHYCALL-TO-ACTION THAT

MAKES YOU STAND OUT AND THAT PEOPLE WILL RECOGNISE WHEN YOU USE IT TIME AND AGAIN

BONUS LESSON:DARE TO BE DIFFERENT

THE BIZARRENESS EFFECT PROVES

PEOPLE REMEMBER THE UNUSUAL OVER

THE COMMON

JUMP ON TRENDING TOPICS –BE SMART AND SASSY

USE THE LANDING PAGE TO CONTINUE

THE STORY

GET CREATIVE WITH YOUR KEYWORDS

ADD A LITTLE HUMOUR

KEY TAKEAWAYS

THANK YOU

SOPHIE TURTONDIGITAL MARKETING MANAGER