5 Psychological Ad Copy Hacks to 3x CTR

1@ChappyMargot@ChappyMargot

5 Psychological Ad Copy

Hacks to 3x Your CTRs

2@ChappyMargot

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Want to get smart in paid search?

@ChappyMargot

3@ChappyMargot

Join the conversation on Twitter

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@ChappyMargot

@ChappyMargot

4@ChappyMargot

Meet Margot

• PPC Expert & Content Marketer

• Background in PPC, social media and blogging

• Former Windsurfing Instructor

@ChappyMargot@ChappyMargot

5@ChappyMargot @ChappyMargot

What do these 3 PPC

ads all have in common?

@ChappyMargot

6@ChappyMargot

They All Suck

@ChappyMargot

7@ChappyMargot @ChappyMargot@ChappyMargot

Keyword in the

Description URL

Special Offers

Call-to-Action

Sitelink

Extensions

Social validation

Product Ratings


They Still Suck

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


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


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


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

13@ChappyMargot

“Be the unicorn in a

sea of donkeys!” –

Larry Kim


“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

15@ChappyMargot

Stop Limiting Your Ad Copy to “Best Practices”

& Start Thinking About

PEOPLE

16@ChappyMargot

5 Psychological Hacks

to 3X Your CTR’s

17@ChappyMargot

Hack #1:

Personalize Your AD Copy


Psychological Truth:

Humans are Inherently Selfish

@ChappyMargot

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


Business- Centric Copy vs.

Customer Centric Copy

@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)


62.5% CTR

It’s All About

the Searcher!A)

B)

13% CTR


Tell the Searcher What’s In It For THEM

@ChappyMargot

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

@ChappyMargot

25@ChappyMargot

Hack #2:

Pull Emotional Triggers



Emotions Impact What We Buys

@ChappyMargot


TOP EMOTIONAL

DRIVERS

1. Amusement

2. Interest

3. Surprise

4. Happiness

5. Delight

6. Pleasure

7. Joy

8. Hope

9. Affection

10.Excitement


Yet, Can Ad Copy Really

Awaken Ones Emotions?

@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


HACK: Swiss Army Knife

@ChappyMargot

30% CTRJealousy!

ANGER

Satisfaction

Happiness



TOP EMOTIONAL

DRIVERS

1.Amusement2. Interest

3. Surprise

4. Happiness

5. Delight

6. Pleasure

7. Joy

8. Hope

9. Affection

10.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

@ChappyMargot

35@ChappyMargot

Hack #3:

Spark Engagement through FOMO,

Rewards & Uncertainty



Our Brains Seek Rewards & Are Intrigued

by Uncertainty

@ChappyMargot


Dopamine is About the Anticipation of

The Reward (not the reward itself)

@ChappyMargot


50% Spike in Dopamine When an

Element of Uncertainty is Introduced

@ChappyMargot


Anticipation of a Reward + Uncertainty

=

INSANELY HIGH CTR’s!!!

@ChappyMargot

46.13% CTR!

40.51% CTR!


HACK: Automate the Process with

Ad Customizers

@ChappyMargot


EVEN GREATER HACK:

Combine Ad Customizers + Call – Only

Campaigns to Kill the FUNNEL

@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

43@ChappyMargot

Hack #4:

Margot’s Ad Headline Moneyball



Humans Like to Be Entertained

@ChappyMargot



47@ChappyMargot

HACK:PPC Professionals

Need to Start Thinking Like Content Marketers


What Heads Are Getting the

Highest Clicks & Engagement Rates

on other Channels???

@ChappyMargot


Steal Ideas from Buzzfeed…

@ChappyMargot


Use Buzzsumo to See

What People are Sharing

@ChappyMargot


Or use both…

@ChappyMargot



54@ChappyMargot

Hack #5:

Utilize Repetition



Repetition is Likely to be Interpreted as

Accuracy Over Time

@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.”




Yet, People Forget 90% of

What we Share with Them

@ChappyMargot


HACK: Create 1 Consistent Message

Across ALL Marketing Channels

@ChappyMargot


PPC Ads

Social

Website

30.33% CTR


34.44% CTR


Remarket to Re-Enforce Your Message

@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


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


STOP Limiting Yourself to “Best

Practices” & START Thinking About What

Drives PEOPLE to Click

@ChappyMargot



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@ChappyMargot

69@ChappyMargot

Q & A

@ChappyMargot@ChappyMargot


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@ChappyMargot

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