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1 @ChappyMargot @ChappyMargot 5 Psychological Ad Copy Hacks to 3x Your CTRs
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5 Psychological Ad Copy Hacks to 3x CTR

Jan 13, 2017

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Page 1: 5 Psychological Ad Copy Hacks to 3x CTR

1@ChappyMargot@ChappyMargot

5 Psychological Ad Copy

Hacks to 3x Your CTRs

Page 2: 5 Psychological Ad Copy Hacks to 3x CTR

2@ChappyMargot

www.wordstream.com/learn

Want to get smart in paid search?

@ChappyMargot

Page 3: 5 Psychological Ad Copy Hacks to 3x CTR

3@ChappyMargot

Join the conversation on Twitter

@WordStream

@ChappyMargot

@ChappyMargot

Page 4: 5 Psychological Ad Copy Hacks to 3x CTR

4@ChappyMargot

Meet Margot

• PPC Expert & Content Marketer

• Background in PPC, social media and blogging

• Former Windsurfing Instructor

@ChappyMargot@ChappyMargot

Page 5: 5 Psychological Ad Copy Hacks to 3x CTR

5@ChappyMargot @ChappyMargot

What do these 3 PPC

ads all have in common?

@ChappyMargot

Page 6: 5 Psychological Ad Copy Hacks to 3x CTR

6@ChappyMargot

They All Suck

@ChappyMargot

Page 7: 5 Psychological Ad Copy Hacks to 3x CTR

7@ChappyMargot @ChappyMargot@ChappyMargot

Keyword in the

Description URL

Special Offers

Call-to-Action

Sitelink

Extensions

Social validation

Product Ratings

Page 8: 5 Psychological Ad Copy Hacks to 3x CTR

8@ChappyMargot @ChappyMargot@ChappyMargot

They Still Suck

Page 9: 5 Psychological Ad Copy Hacks to 3x CTR

9@ChappyMargot

Dynamic Keyword Insertion Works, BUT…

@ChappyMargot

AverageCTR

Top 15% Top 5% Top 1%

Re

lati

ve F

req

ue

ncy

Relative CTR

Ads without DKI

Ads with DKI

Page 10: 5 Psychological Ad Copy Hacks to 3x CTR

10@ChappyMargot @ChappyMargot

DKI Does Not Make Your Ads Remarkable

@ChappyMargot

Top 5% Top 1%

Re

lati

ve F

req

ue

ncy

Relative CTR

Ads without DKI

Ads with DKI

Page 11: 5 Psychological Ad Copy Hacks to 3x CTR

11@ChappyMargot @ChappyMargot

First, What’s a GOOD CTR?

@ChappyMargot

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

1 2 3 4 5 6 7 8

Sear

ch C

TR

Average Postion

Expected CTR

Page 12: 5 Psychological Ad Copy Hacks to 3x CTR

12@ChappyMargot @ChappyMargot

But, CTR’s are ALL Over the Map

@ChappyMargot

y = 0.0794e-0.353x

R² = 0.2840.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

1 2 3 4 5 6 7 8

CTR

Average Postion

Sample Accounts

Expected CTR

Page 13: 5 Psychological Ad Copy Hacks to 3x CTR

13@ChappyMargot

“Be the unicorn in a

sea of donkeys!” –

Larry Kim

Page 14: 5 Psychological Ad Copy Hacks to 3x CTR

14@ChappyMargot @ChappyMargot@ChappyMargot

“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

Page 15: 5 Psychological Ad Copy Hacks to 3x CTR

15@ChappyMargot

Stop Limiting Your Ad Copy to “Best Practices”

& Start Thinking About

PEOPLE

Page 16: 5 Psychological Ad Copy Hacks to 3x CTR

16@ChappyMargot

5 Psychological Hacks

to 3X Your CTR’s

Page 17: 5 Psychological Ad Copy Hacks to 3x CTR

17@ChappyMargot

Hack #1:

Personalize Your AD Copy

Page 18: 5 Psychological Ad Copy Hacks to 3x CTR

18@ChappyMargot @ChappyMargot

Psychological Truth:

Humans are Inherently Selfish

@ChappyMargot

Page 19: 5 Psychological Ad Copy Hacks to 3x CTR

19@ChappyMargot

“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

@ChappyMargot

Page 20: 5 Psychological Ad Copy Hacks to 3x CTR

20@ChappyMargot @ChappyMargot

Business- Centric Copy vs.

Customer Centric Copy

@ChappyMargot

Page 21: 5 Psychological Ad Copy Hacks to 3x CTR

21@ChappyMargot @ChappyMargot

Can you guess which

ad has a higher CTR?

@ChappyMargot

NOTE:

*Both of these ad have an average position between 1-2

*Roughly same amount of ad impressions

A) B)

Page 22: 5 Psychological Ad Copy Hacks to 3x CTR

22@ChappyMargot @ChappyMargot@ChappyMargot

62.5% CTR

It’s All About

the Searcher!A)

B)

13% CTR

Page 23: 5 Psychological Ad Copy Hacks to 3x CTR

23@ChappyMargot @ChappyMargot

Tell the Searcher What’s In It For THEM

@ChappyMargot

50% CTR! (out 14,354

impressions in 30 days)

Page 24: 5 Psychological Ad Copy Hacks to 3x CTR

24@ChappyMargot

Your Leads Don’t Care About Your Business –They Care About Fixing Their Problem

@ChappyMargot

Page 25: 5 Psychological Ad Copy Hacks to 3x CTR

25@ChappyMargot

Hack #2:

Pull Emotional Triggers

Page 26: 5 Psychological Ad Copy Hacks to 3x CTR

26@ChappyMargot @ChappyMargot

Psychological Truth:

Emotions Impact What We Buys

@ChappyMargot

Page 27: 5 Psychological Ad Copy Hacks to 3x CTR

27@ChappyMargot @ChappyMargot@ChappyMargot

TOP EMOTIONAL

DRIVERS

1. Amusement

2. Interest

3. Surprise

4. Happiness

5. Delight

6. Pleasure

7. Joy

8. Hope

9. Affection

10.Excitement

Page 28: 5 Psychological Ad Copy Hacks to 3x CTR

28@ChappyMargot @ChappyMargot

Yet, Can Ad Copy Really

Awaken Ones Emotions?

@ChappyMargot

Page 29: 5 Psychological Ad Copy Hacks to 3x CTR

29@ChappyMargot @ChappyMargot

HACK: Swiss Army Knife

@ChappyMargot

Your

Customer

Your

Customer’s

Best Friend

Your

Customer’s

Worst

Enemy You (the

advertiser)

A thing

that Your

Customer

Hates

A thing

that Your

Customer

Loves

Page 30: 5 Psychological Ad Copy Hacks to 3x CTR

30@ChappyMargot @ChappyMargot

HACK: Swiss Army Knife

@ChappyMargot

30% CTRJealousy!

ANGER

Satisfaction

Happiness

Page 31: 5 Psychological Ad Copy Hacks to 3x CTR

31@ChappyMargot@ChappyMargot

Page 32: 5 Psychological Ad Copy Hacks to 3x CTR

32@ChappyMargot @ChappyMargot@ChappyMargot

TOP EMOTIONAL

DRIVERS

1.Amusement2. Interest

3. Surprise

4. Happiness

5. Delight

6. Pleasure

7. Joy

8. Hope

9. Affection

10.Excitement

Page 33: 5 Psychological Ad Copy Hacks to 3x CTR

33@ChappyMargot@ChappyMargot

“The main

evolutionary

significance of

humor is that it gets

us from closed

mode to open mode

quicker than

anything else.”

– John Cleese

Page 34: 5 Psychological Ad Copy Hacks to 3x CTR

34@ChappyMargot @ChappyMargot

Channel Your Inner Comedian

@ChappyMargot

Page 35: 5 Psychological Ad Copy Hacks to 3x CTR

35@ChappyMargot

Hack #3:

Spark Engagement through FOMO,

Rewards & Uncertainty

Page 36: 5 Psychological Ad Copy Hacks to 3x CTR

36@ChappyMargot @ChappyMargot

Psychological Truth:

Our Brains Seek Rewards & Are Intrigued

by Uncertainty

@ChappyMargot

Page 37: 5 Psychological Ad Copy Hacks to 3x CTR

37@ChappyMargot @ChappyMargot

Dopamine is About the Anticipation of

The Reward (not the reward itself)

@ChappyMargot

Page 38: 5 Psychological Ad Copy Hacks to 3x CTR

38@ChappyMargot @ChappyMargot

50% Spike in Dopamine When an

Element of Uncertainty is Introduced

@ChappyMargot

Page 39: 5 Psychological Ad Copy Hacks to 3x CTR

39@ChappyMargot @ChappyMargot

Anticipation of a Reward + Uncertainty

=

INSANELY HIGH CTR’s!!!

@ChappyMargot

46.13% CTR!

40.51% CTR!

Page 40: 5 Psychological Ad Copy Hacks to 3x CTR

40@ChappyMargot @ChappyMargot

HACK: Automate the Process with

Ad Customizers

@ChappyMargot

Page 41: 5 Psychological Ad Copy Hacks to 3x CTR

41@ChappyMargot @ChappyMargot

EVEN GREATER HACK:

Combine Ad Customizers + Call – Only

Campaigns to Kill the FUNNEL

@ChappyMargot

Page 42: 5 Psychological Ad Copy Hacks to 3x CTR

42@ChappyMargot @ChappyMargot

CALLS WORTH 3X MORE THAN

CLICKS TO WEBSITE

@ChappyMargot

Desktop Search Conversion Funnel

Mobile Conversion Funnel

1. Sees Ad

2. Clicks on Ad

3. Vists Website Landing Page

4. Lead Captured

1. Sees Ad

2. Calls Business

3. Lead Captured

Page 43: 5 Psychological Ad Copy Hacks to 3x CTR

43@ChappyMargot

Hack #4:

Margot’s Ad Headline Moneyball

Page 44: 5 Psychological Ad Copy Hacks to 3x CTR

44@ChappyMargot @ChappyMargot

Psychological Truth:

Humans Like to Be Entertained

@ChappyMargot

Page 45: 5 Psychological Ad Copy Hacks to 3x CTR

45@ChappyMargot @ChappyMargot@ChappyMargot

Page 46: 5 Psychological Ad Copy Hacks to 3x CTR

46@ChappyMargot @ChappyMargot@ChappyMargot

Page 47: 5 Psychological Ad Copy Hacks to 3x CTR

47@ChappyMargot

HACK:PPC Professionals

Need to Start Thinking Like Content Marketers

Page 48: 5 Psychological Ad Copy Hacks to 3x CTR

48@ChappyMargot @ChappyMargot

What Heads Are Getting the

Highest Clicks & Engagement Rates

on other Channels???

@ChappyMargot

Page 49: 5 Psychological Ad Copy Hacks to 3x CTR

49@ChappyMargot @ChappyMargot

Steal Ideas from Buzzfeed…

@ChappyMargot

Page 50: 5 Psychological Ad Copy Hacks to 3x CTR

50@ChappyMargot @ChappyMargot

Use Buzzsumo to See

What People are Sharing

@ChappyMargot

Page 51: 5 Psychological Ad Copy Hacks to 3x CTR

51@ChappyMargot @ChappyMargot

Or use both…

@ChappyMargot

Page 52: 5 Psychological Ad Copy Hacks to 3x CTR

52@ChappyMargot @ChappyMargot@ChappyMargot

Page 53: 5 Psychological Ad Copy Hacks to 3x CTR

53@ChappyMargot @ChappyMargot@ChappyMargot

Page 54: 5 Psychological Ad Copy Hacks to 3x CTR

54@ChappyMargot

Hack #5:

Utilize Repetition

Page 55: 5 Psychological Ad Copy Hacks to 3x CTR

55@ChappyMargot @ChappyMargot

Psychological Truth:

Repetition is Likely to be Interpreted as

Accuracy Over Time

@ChappyMargot

Page 56: 5 Psychological Ad Copy Hacks to 3x CTR

56@ChappyMargot @ChappyMargot@ChappyMargot

“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.”

Page 57: 5 Psychological Ad Copy Hacks to 3x CTR

57@ChappyMargot @ChappyMargot@ChappyMargot

Page 58: 5 Psychological Ad Copy Hacks to 3x CTR

58@ChappyMargot @ChappyMargot@ChappyMargot

Page 59: 5 Psychological Ad Copy Hacks to 3x CTR

59@ChappyMargot @ChappyMargot

Yet, People Forget 90% of

What we Share with Them

@ChappyMargot

Page 60: 5 Psychological Ad Copy Hacks to 3x CTR

60@ChappyMargot @ChappyMargot

HACK: Create 1 Consistent Message

Across ALL Marketing Channels

@ChappyMargot

Page 61: 5 Psychological Ad Copy Hacks to 3x CTR

61@ChappyMargot @ChappyMargot@ChappyMargot

PPC Ads

Social

Website

30.33% CTR

Page 62: 5 Psychological Ad Copy Hacks to 3x CTR

62@ChappyMargot @ChappyMargot@ChappyMargot

34.44% CTR

Page 63: 5 Psychological Ad Copy Hacks to 3x CTR

63@ChappyMargot @ChappyMargot

Remarket to Re-Enforce Your Message

@ChappyMargot

Page 64: 5 Psychological Ad Copy Hacks to 3x CTR

64@ChappyMargot @ChappyMargot@ChappyMargot

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7

Re

lati

ve C

TR

Number of times a user has seen ad

Measuring GDN Ad Fatigue

Remarketing

Nonremarketing Display

Page 65: 5 Psychological Ad Copy Hacks to 3x CTR

65@ChappyMargot @ChappyMargot@ChappyMargot

100%

120%

140%

160%

180%

200%

220%

240%

1 2 3 4 5 6

Incre

as

e in

Co

nv R

ate

Number of times a user has seen ad

Conversion rate increases with exposure

Page 66: 5 Psychological Ad Copy Hacks to 3x CTR

66@ChappyMargot @ChappyMargot

STOP Limiting Yourself to “Best

Practices” & START Thinking About What

Drives PEOPLE to Click

@ChappyMargot

Page 67: 5 Psychological Ad Copy Hacks to 3x CTR

67@ChappyMargot @ChappyMargot@ChappyMargot

Page 68: 5 Psychological Ad Copy Hacks to 3x CTR

68@ChappyMargot @ChappyMargot

Special Offers: Would you Like…

a)FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

b)1-1 AdWords Assessment with Certified Consultant

c) I don’t need help with my PPC

@ChappyMargot

Page 69: 5 Psychological Ad Copy Hacks to 3x CTR

69@ChappyMargot

Q & A

@ChappyMargot@ChappyMargot

Page 70: 5 Psychological Ad Copy Hacks to 3x CTR

70@ChappyMargot@ChappyMargot

THANK YOU!Benchmark your AdWords account today!

Questions? 855.967.3787

www.wordstream.com/google-adwords

@ChappyMargot