the emotional science behind ppc - pubcon 2015

The Emotional Science Behind PPC Ads

Helen Edwards – Search Marketing Analyst, WordStream

About Helen!

I like animals… a lot

I live in Boston’s South End

…in Boston’s crappiest apartment

ACTUAL SIZE!

Favorite Season is STILL Winter (true native)

I’m wicked tough

What are we doing for the next 25 minutes?

*Tip – if you get bored

Youtube ‘Helen Edward

s skating’

Why You NEED Emotional Ads

How to Create Emotional Ads

When you think quality score, think CTR

Impression share goes up/down 9% for every 1 point increase/decrease in quality score!

Source: WordStream Customer Data

Dynamic Keyword Insertion Produces

the Best Ads, Right?

DKI works…

Source: WordStream Customer Data

But DKI doesn’t make your ads extraordinary

Source: WordStream Customer Data

Emotions make your ads Extraordinary

Good Ads

Higher

CTR

Better Quality Score

Cheaper Clicks

Celebrate with the $$$ You Just Saved!

Logic

Emotion

“Mankind are governed more by their feelings than reason.”

– Sam Adams

Brand Affiliation

Disney Gets It

What do these ads have in common?

What do these ads have in common?

THEY ALL SUCK

Helen’s Foolproof Process for Creating

Emotional Ads

Helen’s Ad Creation Process Step 1 – Who is your

customer?

Helen’s Ad Creation ProcessStep 2 – What persona do you want to

take on in relation to your target market?

Helen’s Ad Creation ProcessStep 3 – Write emotionally

charged ad from the standpoint of the chosen

persona

Helen’s Top 4 Emotions that Make People Click & Convert Like CRAZY!

Helen’s Top Emotions for Ad Copy Domination - #4

ANGER

Who’s Been Cheated On?

- Helen’s Ad Creation Process - Persona?

Hero: Divorce LawyerVillains : Husband / Mistress

Capitalize on the Searcher’s Feelings

Loves – FamilyHates - the Government

28% CTR!

HACK! – use emotionally driven ad extensions

Source: WordStream Customer Data

Helen’s Top Emotions for Ad Copy Domination - #3 DISGUST

- Helen’s Ad Creation Process - Persona?

Know Your Audience!

Helen’s Top Emotions for Ad Copy Domination - #2AFFIRMATION

- Helen’s Ad Creation Process - Persona?

PRO TIP! – listen to your favorite jams for inspiration

Generic Promotion

Flattery

Flattery + Promotion = WIN

CTR by Ad

Generic Promotion Flattery Promotion + Flattery0%

5%

10%

15%

20%

25%

30%

21%14%

29%

Helen’s Top Emotions for Ad Copy Domination - #1FEAR

Version #1 - Positivity

- Helen’s Ad Creation Process -Persona?

Version #2 - Negativity

125% Increase in Appointments Booked

Positive Twist

Negative Twist

0 1 2 3 4 5 6 7 8 9 10

4

9

170% Increase in Call Volume!

Positive Twist

Negative Twist

0 5 10 15 20 25 30

10

27

Repeat after me – ‘I will test emotionally driven PPC ads’

Takeaway #1Small Changes = Small Changes

Big Changes = Big Changes

Takeaway #2Be the mad scientist & don’t be

afraid to test CRAZY ads

Free WordStream T-Shirt to the first person to name this dude

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

Thanks!