5 Psychological Ad Copy Hacks to 3X Your CTR's - Margot da Cunha's Presentation at SMX East NYC
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Transcript of 5 Psychological Ad Copy Hacks to 3X Your CTR's - Margot da Cunha's Presentation at SMX East NYC
#SMX #11B @ChappyMargot
5 Psychological Ad Copy Hacks to 3X Your CTR’s
#SMX #11B @ChappyMargot
Meet Margot• I’m 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
Special Offers
Call-to-Action
Sitelink Extensions
Social validation
Product Ratings
#SMX #11B @ChappyMargot
They Still Suck
#SMX #11B @ChappyMargot
Average CTR Top 15% Top 5% Top 1%
Ads without DKIAds with DKI
Relative CTR
Rela
tive
Freq
uenc
yDynamic Keyword Insertion Works, BUT…
#SMX #11B @ChappyMargot
Top 5% Top 1%
Ads without DKIAds with DKI
Relative CTR
Rela
tive
Freq
uenc
yDKI Does Not Make Your Ads Remarkable
#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, What’s a Good CTR?
1 2 3 4 5 6 7 8-1.00%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Expected CTR
Average Postion
Sear
ch C
TR
#SMX #11B @ChappyMargot
But, CTR’s are All Over the Map
1 2 3 4 5 6 7 80.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%20.00%
f(x) = 0.0794978739232935 exp( − 0.356411915028956 x )R² = 0.302107634593245
Sample AccountsExpected CTR
Average Postion
CTR
#SMX #11B @ChappyMargot
“Be the unicorn in a sea of donkeys!” –
Larry Kim
#SMX #11B @ChappyMargot
5 Psychological Ad Copy Hacks to 3X Your CTR’s
#SMX #11B @ChappyMargot
Hack #1: Personalize Your Ad Copy
#SMX #11B @ChappyMargot
Psychological Truth: Humans are Inherently Selfish
#SMX #11B @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
#SMX #11B @ChappyMargot
Business-Centric Copy vs. Customer-Centric Copy
#SMX #11B @ChappyMargot
Can you guess which ad has a higher CTR?
NOTE: *Both of these ad have an average position between 1-2 *Roughly same amount of ad impressions
A) B)
#SMX #11B @ChappyMargot
62.5% CTR
It’s All About the Searcher!A)
B)
13% CTR
#SMX #11B @ChappyMargot
50% CTR! (out 14,354 impressions in 30 days)
Tell the Searcher What’s In it For Them
#SMX #11B @ChappyMargot
Your Leads Don’t 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. Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement
#SMX #11B @ChappyMargot
Yet, Can Ad Copy Really Awaken Ones Emotions?
#SMX #11B @ChappyMargot
HACK: Swiss Army Knife 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
#SMX #11B @ChappyMargot
HACK: Swiss Army Knife
30% CTRJealousy!
ANGER
Satisfaction
Happiness
#SMX #11B @ChappyMargot
#SMX #11B @ChappyMargot
TOP EMOTIONAL DRIVERS
1.Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.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 Reward (not the reward itself)
#SMX #11B @ChappyMargot
50% Spike in Dopamine When an Element of Uncertainty is Introduced
#SMX #11B @ChappyMargot
46.13% CTR!
40.51% CTR!
Anticipation of a Reward + Uncertainty = INSANELY HIGH CTR’S!!!
#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 Conversion Funnel
Mobile Conversion Funnel
1. Sees Ad2. Clicks on Ad3. Vists Website
Landing Page4. Lead
Captured
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
#SMX #11B @ChappyMargot
Hack #4: Margot’s 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…
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Use Buzzsumo to See What People are Sharing
#SMX #11B @ChappyMargot
Or use both…
#SMX #11B @ChappyMargot
#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. 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.”
#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
PPC Ads
Social
Website
CONSISTENCY30.33% CTR
#SMX #11B @ChappyMargot
34.44% CTR
#SMX #11B @ChappyMargot
Remarket to Re-Enforce Your Message
#SMX #11B @ChappyMargot
1 2 3 4 5 6 70%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Measuring GDN Ad Fatigue
RemarketingNonremarketing Display
Number of times a user has seen ad
Rela
tive
CTR
#SMX #11B @ChappyMargot
1 2 3 4 5 6100%
120%
140%
160%
180%
200%
220%
240%
Conversion rate increases with exposure
Number of times a user has seen ad
Incr
ease
in C
onv
Rat
e
More than 2x more likely to convert after
seeing your ad 6 times!
#SMX #11B @ChappyMargot
STOP Limiting Yourself to “Best Practices” & Start Thinking About
What Drives PEOPLE to Click
#SMX #11B @ChappyMargot
#SMX #11B @ChappyMargot
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016