5 Psychological Ad Copy

Hacks to 3X Your CTRs

#SMX #11B @ChappyMargot

 Meet Margot
Im a PPC Expert & Content Creator
at WordStream

Background in PPC, social media, &

blogging

New England native

#SMX #11B @ChappyMargot

10 lbs 4 oz!

#SMX #11B @ChappyMargot

What do these 3 PPC ads
all have in common?

#SMX #11B @ChappyMargot

They All Suck

#SMX #11B @ChappyMargot

 Keyword in the
Description URL

Sitelink
Extensions

Social validation
Call-to-Action

Special Offers

Product Ratings

#SMX #11B @ChappyMargot

They Still Suck

#SMX #11B @ChappyMargot

Dynamic Keyword Insertion Works, BUT
Relative Frequency

Ads without DKI

Ads with DKI

Average Top 15% Top 5% Top 1%

CTR
Relative CTR
#SMX #11B @ChappyMargot
DKI Does Not Make Your Ads Remarkable
Relative Frequency

Ads without DKI

Ads with DKI

Top 5% Top 1%
Relative CTR

#SMX #11B @ChappyMargot

Stop Limiting Your Ad Copy to
Best Practices
&
Start Thinking About
PEOPLE
#SMX #11B @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

#SMX #11B @ChappyMargot

 First, Whats a Good CTR?
6.00%

5.00%
Search CTR

4.00%

3.00%
Expected CTR
2.00%

1.00%

0.00%
1 2 3 4 5 6 7 8

Average Postion

#SMX #11B @ChappyMargot

 But, CTRs are All Over the Map
20.00%
18.00%
16.00%
14.00%
CTR

12.00%
10.00%
Sample Accounts
8.00%
Expected CTR
6.00%
4.00%
2.00% y = 0.0794e-0.353x
R = 0.284
0.00%
1 2 3 4 5 6 7 8
Average Postion

#SMX #11B @ChappyMargot

 Be the unicorn in a
sea of donkeys!
Larry Kim

#SMX #11B @ChappyMargot

5 Psychological Ad Copy
Hacks to 3X Your CTRs

#SMX #11B @ChappyMargot

 Hack #1:
Personalize Your Ad Copy

#SMX #11B @ChappyMargot

 Psychological Truth:
Humans are Inherently Selfish

#SMX #11B @ChappyMargot

 If you cant turn
yourself into a
consumer, you
probably shouldnt
be in the advertising
business at all.
David Ogilvy, The
Father of Advertising

#SMX #11B @ChappyMargot

Business-Centric Copy vs.
Customer-Centric Copy

#SMX #11B @ChappyMargot

 Can you guess which ad has a
higher CTR?
A) B)

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

#SMX #11B @ChappyMargot

 Its All About
A)
the Searcher!

62.5% CTR

B)

13% CTR
#SMX #11B @ChappyMargot
Tell the Searcher Whats In it
For Them

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

#SMX #11B @ChappyMargot

 Your Leads Dont Care About
Your Business They Care About
Fixing Their Problem

#SMX #11B @ChappyMargot

 Hack #2:
Pull Emotional Triggers

#SMX #11B @ChappyMargot

 Psychological Truth:
Emotions Impact What We Buy

#SMX #11B @ChappyMargot

 TOP EMOTIONAL
DRIVERS

1. Amusement
2. Interest
3. Surprise
4. Happiness
5. Delight
6. Pleasure
7. Joy
8. Hope
9. Affection
10.Excitement

#SMX #11B @ChappyMargot

Yet, Can Ad Copy Really
Awaken Ones Emotions?

#SMX #11B @ChappyMargot

HACK: Swiss Army Knife
Your
Customer

Your A thing
Customers that Your
Best Friend Customer
Loves

Your A thing
Customers that Your
Worst Customer
Enemy You (the Hates
advertiser)

#SMX #11B @ChappyMargot

HACK: Swiss Army Knife

30% CTR

#SMX #11B @ChappyMargot

#SMX #11B @ChappyMargot
 TOP EMOTIONAL
DRIVERS

1.Amusement
2. Interest
3. Surprise
4. Happiness
5. Delight
6. Pleasure
7. Joy
8. Hope
9. Affection
10.Excitement

#SMX #11B @ChappyMargot

 The main
evolutionary
significance of humor
is that it gets us from
closed mode to open
mode quicker than
anything else.
John Cleese

#SMX #11B @ChappyMargot

Channel Your Inner Comedian

#SMX #11B @ChappyMargot

 Hack #3:
Spark Engagement through FOMO,
Rewards & Uncertainty

#SMX #11B @ChappyMargot

 Psychological Truth:
Our Brains Seek Rewards and Are
Intrigued by Uncertainty

#SMX #11B @ChappyMargot

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

#SMX #11B @ChappyMargot

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

#SMX #11B @ChappyMargot

 Anticipation of a Reward + Uncertainty
= INSANELY HIGH CTRS!!!

46.13% CTR!

40.51% CTR!

#SMX #11B @ChappyMargot

HACK: Automate the Process with
Ad Customizers

#SMX #11B @ChappyMargot

EVEN GREATER HACK: Combine
Ad Customizers + Call-Only
Campaigns to Kill the FUNNEL

#SMX #11B @ChappyMargot

CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!

Desktop Search Mobile

Conversion Funnel Conversion Funnel

1. Sees Ad
2. Clicks on Ad 1. Sees Ad
3. Vists Website 2. Calls Business
Landing Page
3. Lead
4. Lead Captured
Captured
No Leaky Landing Page!

#SMX #11B @ChappyMargot

 Hack #4:
Margots Ad Headline Moneyball

#SMX #11B @ChappyMargot

 Psychological Truth:
Humans Like to Be Entertained

#SMX #11B @ChappyMargot

#SMX #11B @ChappyMargot
#SMX #11B @ChappyMargot
 HACK:
PPC Professionals Need
To Start Thinking Like
Content Marketers

#SMX #11B @ChappyMargot

What Headlines Are Getting the
Highest Clicks and
Engagement Rates on Other
Channels?

#SMX #11B @ChappyMargot

Steal Ideas from Buzzfeed

#SMX #11B @ChappyMargot

 Use Buzzsumo to See
What People are Sharing

#SMX #11B @ChappyMargot

Or use both

#SMX #11B @ChappyMargot

#SMX #11B @ChappyMargot
 Hack #5:
Utilize Repetition

#SMX #11B @ChappyMargot

 Psychological Truth:
Repetition is Likely to Be Interpreted
as Accuracy Over Time

#SMX #11B @ChappyMargot

 Tom Brady is a very good
friend of mine. Hes a great
guy, for those of you who dont
know him. Hes 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, hes so thrilled and so
happy.

#SMX #11B @ChappyMargot

#SMX #11B @ChappyMargot
#SMX #11B @ChappyMargot
Yet, People Forget 90% of
What We Share with Them

#SMX #11B @ChappyMargot

Hack: Create 1 Consistent
Message Across
All Marketing Channels

#SMX #11B @ChappyMargot

 Social
Website
PPC Ads

30.33% CTR

#SMX #11B @ChappyMargot

34.44% CTR

#SMX #11B @ChappyMargot

Remarket to Re-Enforce
Your Message

#SMX #11B @ChappyMargot

 Measuring GDN Ad Fatigue
100%
90%
80%
70%
Relative CTR

60%
50%
Remarketing
40% Nonremarketing Display

30%
20%
10%
0%
1 2 3 4 5 6 7
Number of times a user has seen ad
#SMX #11B @ChappyMargot
 Conversion rate increases with exposure
240%

220%
Relative Conv Rate

200%

180%

160%

140%

120%

100%
1 2 3 4 5 6
Number of times a user has seen ad

#SMX #11B @ChappyMargot

#SMX #11B @ChappyMargot
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

#SMX #11B @ChappyMargot