5 psychological ad copy hacks to 3x ctr
TRANSCRIPT
4@ChappyMargot
Meet Margot
• PPC Expert & Content Marketer
• Background in PPC, social media and blogging
• Former Windsurfing Instructor
@ChappyMargot@ChappyMargot
7@ChappyMargot @ChappyMargot@ChappyMargot
Keyword in the
Description URL
Special Offers
Call-to-Action
Sitelink
Extensions
Social validation
Product Ratings
9@ChappyMargot
Dynamic Keyword Insertion Works, BUT…
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AverageCTR
Top 15% Top 5% Top 1%
Re
lati
ve F
req
ue
ncy
Relative CTR
Ads without DKI
Ads with DKI
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
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
12@ChappyMargot @ChappyMargot
But, CTR’s are ALL Over the Map
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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
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
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
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21@ChappyMargot @ChappyMargot
Can you guess which
ad has a higher CTR?
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NOTE:
*Both of these ad have an average position between 1-2
*Roughly same amount of ad impressions
A) B)
23@ChappyMargot @ChappyMargot
Tell the Searcher What’s In It For THEM
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50% CTR! (out 14,354
impressions in 30 days)
24@ChappyMargot
Your Leads Don’t Care About Your Business –They Care About Fixing Their Problem
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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
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
30@ChappyMargot @ChappyMargot
HACK: Swiss Army Knife
@ChappyMargot
30% CTRJealousy!
ANGER
Satisfaction
Happiness
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
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
36@ChappyMargot @ChappyMargot
Psychological Truth:
Our Brains Seek Rewards & Are Intrigued
by Uncertainty
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37@ChappyMargot @ChappyMargot
Dopamine is About the Anticipation of
The Reward (not the reward itself)
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38@ChappyMargot @ChappyMargot
50% Spike in Dopamine When an
Element of Uncertainty is Introduced
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39@ChappyMargot @ChappyMargot
Anticipation of a Reward + Uncertainty
=
INSANELY HIGH CTR’s!!!
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46.13% CTR!
40.51% CTR!
41@ChappyMargot @ChappyMargot
EVEN GREATER HACK:
Combine Ad Customizers + Call – Only
Campaigns to Kill the FUNNEL
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42@ChappyMargot @ChappyMargot
CALLS WORTH 3X MORE THAN
CLICKS TO WEBSITE
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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
48@ChappyMargot @ChappyMargot
What Heads Are Getting the
Highest Clicks & Engagement Rates
on other Channels???
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55@ChappyMargot @ChappyMargot
Psychological Truth:
Repetition is Likely to be Interpreted as
Accuracy Over Time
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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.”
60@ChappyMargot @ChappyMargot
HACK: Create 1 Consistent Message
Across ALL Marketing Channels
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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
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
66@ChappyMargot @ChappyMargot
STOP Limiting Yourself to “Best
Practices” & START Thinking About What
Drives PEOPLE to Click
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68@ChappyMargot @ChappyMargot
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