5 psychological ad copy hacks to 3x your ctr's by margot da cunha

#SMX #11B @ChappyMargot

5 Psychological Ad Copy Hacks to 3X Your CTR’s

Meet Margot• I’m a PPC Expert & Content Creator

at WordStream

• Background in PPC, social media, & blogging

• New England native

10 lbs 4 oz!

What do these 3 PPC ads all have in common?

They All Suck

Keyword in the Description URL

Special Offers

Call-to-Action

Sitelink Extensions

Social validation

Product Ratings

They Still Suck

Average CTR Top 15% Top 5% Top 1%

Ads without DKIAds with DKI

Relative CTR

yDynamic Keyword Insertion Works, BUT…

Top 5% Top 1%

Ads without DKIAds with DKI

Relative CTR

yDKI Does Not Make Your Ads Remarkable

Stop Limiting Your Ad Copy to “Best Practices”

& Start Thinking About

PEOPLE

“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

First, What’s a Good CTR?

1 2 3 4 5 6 7 8-1.00%

Expected CTR

Average Postion

But, CTR’s are All Over the Map

1 2 3 4 5 6 7 80.00%2.00%4.00%6.00%8.00%

10.00%12.00%14.00%16.00%18.00%20.00%

f(x) = 0.0794978739232935 exp( − 0.356411915028956 x )R² = 0.302107634593245

Sample AccountsExpected CTR

Average Postion

“Be the unicorn in a sea of donkeys!” –

Larry Kim

5 Psychological Ad Copy Hacks to 3X Your CTR’s

Hack #1: Personalize Your Ad Copy

Psychological Truth: Humans are Inherently Selfish

“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

Business-Centric Copy vs. Customer-Centric Copy

Can you guess which ad has a higher CTR?

NOTE: *Both of these ad have an average position between 1-2 *Roughly same amount of ad impressions

62.5% CTR

It’s All About the Searcher!A)

13% CTR

50% CTR! (out 14,354 impressions in 30 days)

Tell the Searcher What’s In it For Them

Your Leads Don’t Care About Your Business – They Care About

Fixing Their Problem

Hack #2: Pull Emotional Triggers

Psychological Truth: Emotions Impact What We Buy

TOP EMOTIONAL DRIVERS

1. Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement

Yet, Can Ad Copy Really Awaken Ones Emotions?

HACK: Swiss Army Knife Your

Customer

Your Customer’s Best Friend

Your Customer’s

Worst Enemy You (the

advertiser)

A thing that Your Customer

HACK: Swiss Army Knife

30% CTR

TOP EMOTIONAL DRIVERS

1.Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement

“The main evolutionary

significance of humor is that it gets us from closed mode to open

mode quicker than anything else.” – John Cleese

Channel Your Inner Comedian

Hack #3: Spark Engagement through FOMO,

Rewards & Uncertainty

Psychological Truth: Our Brains Seek Rewards and Are

Intrigued by Uncertainty

Dopamine is About the Anticipation of the Award (not the award itself)

50% Spike in Dopamine When an Element of Uncertainty is Introduced

46.13% CTR!

40.51% CTR!

Anticipation of a Reward + Uncertainty = INSANELY HIGH CTR’S!!!

HACK: Automate the Process with Ad Customizers

EVEN GREATER HACK: Combine Ad Customizers + Call-Only

Campaigns to Kill the FUNNEL

CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!

Desktop Search Conversion Funnel

Mobile Conversion Funnel

1. Sees Ad2. Clicks on Ad3. Vists Website

Landing Page4. Lead

Captured

1. Sees Ad

2. Calls Business

3. Lead Captured

No Leaky Landing Page!

Hack #4: Margot’s Ad Headline Moneyball

Psychological Truth: Humans Like to Be Entertained

HACK: PPC Professionals Need

To Start Thinking Like Content Marketers

What Headlines Are Getting the Highest Clicks and

Engagement Rates on Other Channels?

Steal Ideas from Buzzfeed…

Use Buzzsumo to See What People are Sharing

Or use both…

Hack #5: Utilize Repetition

Psychological Truth: Repetition is Likely to Be Interpreted

as Accuracy Over Time

“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.”

Yet, People Forget 90% of What We Share with Them

Hack: Create 1 Consistent Message Across

All Marketing Channels

PPC Ads

SocialWebsite

CONSISTENCY30.33% CTR

34.44% CTR

Remarket to Re-Enforce Your Message

1 2 3 4 5 6 70%

Measuring GDN Ad Fatigue

RemarketingNonremarketing Display

Number of times a user has seen ad

1 2 3 4 5 6100%

Conversion rate increases with exposure

Number of times a user has seen ad

More than 2x more likely to convert after

seeing your ad 6 times!

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

5 psychological ad copy hacks to 3x your ctr's by margot da cunha

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