PPC

The psychology of language for paid search

Last Updated: May 3, 2017

The success of your PPC campaigns may depend on the language that you’re using. Here’s how to improve it. Sophie Turton, Head of Content and PR at Bozboz, delivered an interesting presentation in Brighton SEO, offering useful tips on how to improve your language when creating PPC copy. According to Sophie Turton,  people don’t buy what you do, they buy why you do it – that’s what makes a powerful message more effective. Here are her tips on how to use psychology to improve your PPC copy. The serial position effect People are more likely to recall the first and last pieces of information they see, otherwise known as the serial position effect. This makes it even more important to craft your PPC copy carefully. Keywords can help you highlight the focus of your copy, so it’s a good idea to experiment until you find the best ones to use. However, there’s no need to focus too much on their use, as they still can’t guarantee that the language’s effectiveness. The best way to speak your audience’s language is to try to solve a problem. It has been observed that successful PPC copy tries to find a solution to a problem. The success lies in the fact that there is an understanding of the target audience, which is proved by providing information that they want to know. Emotional triggers Emotions can influence and even determine our decisions. That’s why they can be used to improve PPC copy and make it resonate with consumers. Once again, it’s vital to understand the target audience to deliver a powerful message. By focusing on the customers’ end game with the right emotional trigger, you’re increasing the chances of conversion. What’s most important is to remember that your copy should not be about “you”, but rather about “them”. As you’re writing about your target audience, your copy needs to reflect this. Direct and relevant copy can benefit from the right emotional appeal, and there seems to be a connection between this appeal and your customers. According to Perry Marshall’s ‘Swiss army knife’ method, there is a relationship between your customers and the elements in their lives. This relationship can be organised in five steps: identify your customers identify a thing your customers love a thing they hate their best friend their worst enemy Once you’ve managed to understand all the above, then the emotional triggers can become even more effective. Social proof One of the most effective psychological tricks when creating copy is to involve the power of social proof. According to Revoo, 70% of consumers place peer recommendations over professionally written content. This means that people have more chances to be influenced by their…

Source: The psychology of language for paid search

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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