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5 Psychological Ad Copy Hacks to 3x CTR

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5 Psychological Ad Copy Hacks to 3x Your CTRs @ChappyMargot @ChappyMargot 1


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Want to get smart in paid search? www.wordstream.com/learn @ChappyMargot @ChappyMargot 2


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Join the conversation on Twitter @WordStream @ChappyMargot @ChappyMargot @ChappyMargot 3


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Meet Margot • PPC Expert & Content Marketer • Background in PPC, social media and blogging • Former Windsurfing Instructor @ChappyMargot @ChappyMargot @ChappyMargot 4


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What do these 3 PPC ads all have in common? @ChappyMargot @ChappyMargot @ChappyMargot 5


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They All Suck @ChappyMargot @ChappyMargot 6


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Keyword in the Description URL Sitelink Extensions Social validation Call-to-Action Special Offers Product Ratings @ChappyMargot @ChappyMargot @ChappyMargot 7


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They Still Suck @ChappyMargot @ChappyMargot @ChappyMargot 8


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Relative Frequency Dynamic Keyword Insertion Works, BUT… Ads without DKI Ads with DKI Average CTR Top 15% Top 5% Top 1% Relative CTR @ChappyMargot @ChappyMargot 9


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Relative Frequency DKI Does Not Make Your Ads Remarkable Top 5% Ads without DKI Ads with DKI Top 1% Relative CTR @ChappyMargot @ChappyMargot @ChappyMargot 10


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First, What’s a GOOD CTR? 6.00% Search CTR 5.00% 4.00% 3.00% Expected CTR 2.00% 1.00% 0.00% 1 2 3 4 5 6 7 8 Average Postion @ChappyMargot @ChappyMargot @ChappyMargot 11


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But, CTR’s are ALL Over the Map 20.00% 18.00% 16.00% CTR 14.00% 12.00% 10.00% Sample Accounts 8.00% Expected CTR 6.00% 4.00% 2.00% y = 0.0794e-0.353x R² = 0.284 0.00% 1 2 3 4 5 6 7 8 Average Postion @ChappyMargot @ChappyMargot @ChappyMargot 12


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“Be the unicorn in a sea of donkeys!” – Larry Kim @ChappyMargot 13


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“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 @ChappyMargot @ChappyMargot @ChappyMargot 14


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Stop Limiting Your Ad Copy to “Best Practices” & Start Thinking About PEOPLE @ChappyMargot 15


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5 Psychological Hacks to 3X Your CTR’s @ChappyMargot 16


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Hack #1: Personalize Your AD Copy @ChappyMargot 17


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Psychological Truth: Humans are Inherently Selfish @ChappyMargot @ChappyMargot @ChappyMargot 18


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“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 @ChappyMargot 19


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Business- Centric Copy vs. Customer Centric Copy @ChappyMargot @ChappyMargot @ChappyMargot 20


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Can you guess which ad has a higher CTR? B) A) NOTE: *Both of these ad have an average position between 1-2 *Roughly same amount of ad impressions @ChappyMargot @ChappyMargot @ChappyMargot 21


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A) It’s All About the Searcher! 62.5% CTR B) 13% CTR @ChappyMargot @ChappyMargot @ChappyMargot 22


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Tell the Searcher What’s In It For THEM 50% CTR! (out 14,354 impressions in 30 days) @ChappyMargot @ChappyMargot @ChappyMargot 23


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Your Leads Don’t Care About Your Business – They Care About Fixing Their Problem @ChappyMargot @ChappyMargot 24


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Hack #2: Pull Emotional Triggers @ChappyMargot 25


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Psychological Truth: Emotions Impact What We Buys @ChappyMargot @ChappyMargot @ChappyMargot 26


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TOP EMOTIONAL DRIVERS 1. Amusement 2. Interest 3. Surprise 4. Happiness 5. Delight 6. Pleasure 7. Joy 8. Hope 9. Affection 10.Excitement @ChappyMargot @ChappyMargot @ChappyMargot 27


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Yet, Can Ad Copy Really Awaken Ones Emotions? @ChappyMargot @ChappyMargot @ChappyMargot 28


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HACK: Swiss Army Knife Your Customer Your Customer’s Best Friend A thing that Your Customer Loves Your Customer’s Worst Enemy A thing that Your Customer Hates @ChappyMargot @ChappyMargot @ChappyMargot You (the advertiser) 29


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HACK: Swiss Army Knife Jealousy! 30% CTR ANGER Satisfaction Happiness  @ChappyMargot @ChappyMargot @ChappyMargot 30


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@ChappyMargot @ChappyMargot 31


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TOP EMOTIONAL DRIVERS 1.Amusement 2. Interest 3. Surprise 4. Happiness 5. Delight 6. Pleasure 7. Joy 8. Hope 9. Affection 10.Excitement @ChappyMargot @ChappyMargot @ChappyMargot 32


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“The main evolutionary significance of humor is that it gets us from closed mode to open mode quicker than anything else.” – John Cleese @ChappyMargot @ChappyMargot 33


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Channel Your Inner Comedian @ChappyMargot @ChappyMargot @ChappyMargot 34


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Hack #3: Spark Engagement through FOMO, Rewards & Uncertainty @ChappyMargot 35


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Psychological Truth: Our Brains Seek Rewards & Are Intrigued by Uncertainty @ChappyMargot @ChappyMargot @ChappyMargot 36


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Dopamine is About the Anticipation of The Reward (not the reward itself) @ChappyMargot @ChappyMargot @ChappyMargot 37


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50% Spike in Dopamine When an Element of Uncertainty is Introduced @ChappyMargot @ChappyMargot @ChappyMargot 38


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Anticipation of a Reward + Uncertainty = INSANELY HIGH CTR’s!!! 46.13% CTR! 40.51% CTR! @ChappyMargot @ChappyMargot @ChappyMargot 39


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HACK: Automate the Process with Ad Customizers @ChappyMargot @ChappyMargot @ChappyMargot 40


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EVEN GREATER HACK: Combine Ad Customizers + Call – Only Campaigns to Kill the FUNNEL @ChappyMargot @ChappyMargot @ChappyMargot 41


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CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE Desktop Search Conversion Funnel Mobile Conversion Funnel 1. Sees Ad 2. Clicks on Ad 3. Vists Website Landing Page 4. Lead Captured @ChappyMargot @ChappyMargot @ChappyMargot 1. Sees Ad 2. Calls Business 3. Lead Captured 42


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Hack #4: Margot’s Ad Headline Moneyball @ChappyMargot 43


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Psychological Truth: Humans Like to Be Entertained @ChappyMargot @ChappyMargot @ChappyMargot 44


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@ChappyMargot @ChappyMargot @ChappyMargot 45


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@ChappyMargot @ChappyMargot @ChappyMargot 46


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HACK: PPC Professionals Need to Start Thinking Like Content Marketers @ChappyMargot 47


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What Heads Are Getting the Highest Clicks & Engagement Rates on other Channels??? @ChappyMargot @ChappyMargot @ChappyMargot 48


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Steal Ideas from Buzzfeed… @ChappyMargot @ChappyMargot @ChappyMargot 49


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Use Buzzsumo to See What People are Sharing @ChappyMargot @ChappyMargot @ChappyMargot 50


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Or use both… @ChappyMargot @ChappyMargot @ChappyMargot 51


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@ChappyMargot @ChappyMargot @ChappyMargot 52


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@ChappyMargot @ChappyMargot @ChappyMargot 53


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Hack #5: Utilize Repetition @ChappyMargot 54


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Psychological Truth: Repetition is Likely to be Interpreted as Accuracy Over Time @ChappyMargot @ChappyMargot @ChappyMargot 55


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“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.” @ChappyMargot @ChappyMargot @ChappyMargot 56


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@ChappyMargot @ChappyMargot @ChappyMargot 57


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@ChappyMargot @ChappyMargot @ChappyMargot 58


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Yet, People Forget 90% of What we Share with Them @ChappyMargot @ChappyMargot @ChappyMargot 59


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HACK: Create 1 Consistent Message Across ALL Marketing Channels @ChappyMargot @ChappyMargot @ChappyMargot 60


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Social PPC Ads Website 30.33% CTR @ChappyMargot @ChappyMargot @ChappyMargot 61


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34.44% CTR @ChappyMargot @ChappyMargot @ChappyMargot 62


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Remarket to Re-Enforce Your Message @ChappyMargot @ChappyMargot @ChappyMargot 63


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Measuring GDN Ad Fatigue 100% 90% Relative CTR 80% 70% 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 @ChappyMargot @ChappyMargot @ChappyMargot 64


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Conversion rate increases with exposure Increase in Conv Rate 240% 220% 200% 180% 160% 140% 120% 100% 1 2 3 4 5 6 Number of times a user has seen ad @ChappyMargot @ChappyMargot @ChappyMargot 65


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STOP Limiting Yourself to “Best Practices” & START Thinking About What Drives PEOPLE to Click @ChappyMargot @ChappyMargot @ChappyMargot 66


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@ChappyMargot @ChappyMargot @ChappyMargot 67


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Special Offers: Would you Like… a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b)1-1 AdWords Assessment with Certified Consultant c) I don’t need help with my PPC @ChappyMargot @ChappyMargot @ChappyMargot 68


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Q&A @ChappyMargot@ChappyMargot @ChappyMargot 69


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THANK YOU! Benchmark your AdWords account today! www.wordstream.com/google-adwords Questions? 855.967.3787 @ChappyMargot@ChappyMargot @ChappyMargot 70


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