Creating successful ads isn’t as simple as one would think. It is a challenge to establish an eye- grabbing headline and two lines of text that align perfectly resulting in clicks. It’s a challenge, but it’s not impossible! Our expert Margot da Cunha will show you how using psychology will help your yield immediate results. Join the webinar to learn: -How to use personalization to speak to the consumers' needs -How to elicit emotion and drive action in just 35 characters -How PPC marketers can benefit from content marketing hacks

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

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

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

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

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

6. 6@ChappyMargot
They All Suck
@ChappyMargot

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

8. 8@ChappyMargot @ChappyMargot@ChappyMargot
They Still Suck

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

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

11. 11@ChappyMargot @ChappyMargot
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
SearchCTR
Average Postion
Expected CTR

12. 12@ChappyMargot @ChappyMargot
But, CTR’s are ALL Over the Map
@ChappyMargot
y = 0.0794e-0.353x
R² = 0.284
0.00%
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. 13@ChappyMargot
“Be the unicorn in a
sea of donkeys!” –
Larry Kim

14. 14@ChappyMargot @ChappyMargot@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

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

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

17. 17@ChappyMargot
Hack #1:
Personalize Your AD Copy

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

19. 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

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

21. 21@ChappyMargot @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)

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

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

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

25. 25@ChappyMargot
Hack #2:
Pull Emotional Triggers

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

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

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

29. 29@ChappyMargot @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

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

31. 31@ChappyMargot@ChappyMargot

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

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

34. 34@ChappyMargot @ChappyMargot
Channel Your Inner Comedian
@ChappyMargot

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

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

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

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

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

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

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

42. 42@ChappyMargot @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. 43@ChappyMargot
Hack #4:
Margot’s Ad Headline Moneyball

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

45. 45@ChappyMargot @ChappyMargot@ChappyMargot

46. 46@ChappyMargot @ChappyMargot@ChappyMargot

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

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

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

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

51. 51@ChappyMargot @ChappyMargot
Or use both…
@ChappyMargot

52. 52@ChappyMargot @ChappyMargot@ChappyMargot

53. 53@ChappyMargot @ChappyMargot@ChappyMargot

54. 54@ChappyMargot
Hack #5:
Utilize Repetition

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

56. 56@ChappyMargot @ChappyMargot@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.”

57. 57@ChappyMargot @ChappyMargot@ChappyMargot

58. 58@ChappyMargot @ChappyMargot@ChappyMargot

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

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

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

62. 62@ChappyMargot @ChappyMargot@ChappyMargot
34.44% CTR

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

64. 64@ChappyMargot @ChappyMargot@ChappyMargot
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7
RelativeCTR
Number of times a user has seen ad
Measuring GDN Ad Fatigue
Remarketing
Nonremarketing Display

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

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

67. 67@ChappyMargot @ChappyMargot@ChappyMargot

68. 68@ChappyMargot @ChappyMargot
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

69. 69@ChappyMargot
Q & A
@ChappyMargot@ChappyMargot

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