[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-2017-sophie-turton-psychology-language-ppc":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":361,"breadcrumbs":362,"reading_minutes":88,"category":369,"head":371},"2017-04-07T10:05:13",{"rendered":6},"\u003Cp class=\"selectionShareable\">In this talk, Sophie (a content manager and communications expert by trade) spoke about how to get your ad noticed in the ever-more competitive SERP.\u003C\u002Fp>\n\u003Ch3 id=\"language-is-your-most-powerful-asset\">Language is Your Most Powerful Asset\u003C\u002Fh3>\n\u003Cp class=\"selectionShareable\">Tap into the psyche of your audience. Sophie believes we should be focussed on the ‘why’.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Why should they care?\u003C\u002Fli>\n\u003Cli>Why should they buy from you \u002F why should be loyal to your brand?\u003C\u002Fli>\n\u003Cli>People don’t buy what you do, they buy why you do it.\u003C\u002Fli>\n\u003Cli>Why does your product or service mean something to them?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"psychology-of-language-101\">Psychology Of Language 101\u003C\u002Fh3>\n\u003Cp class=\"selectionShareable\">“The time has come to break the habit of generic PPC copy forever.”\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">The psychology of language, and more specifically the language of advertising, suggests we recall the first and last pieces of information we see. Solve your customer’s problem in your headline and then use a clear and concise call to action at the end of your description that explains \u003Ci>why\u003C\u002Fi> it is important that they let \u003Ci>you\u003C\u002Fi> help them solve this problem.\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Secondly, appeal to your customer’s end-game by using the triggering keyword in the ad copy. This will obviously have an additional Quality Score benefit too. When Sophie mentioned this in her talk, I couldn’t help remembering a report which stated that ads with questions in the headline receive a lower clickthrough rate; so while you need to play to your keywords, avoid just asking the user’s question back to them, answer it instead.\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">(This keyword-specific problem-solving format got me thinking about how we utilise SKAGs [or single-keyword-ad-groups] with exact match keywords based solely on question-based search queries, then use the ad headline to explicitly answer the question. But maybe that’s a blog for another day).\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Now use the art of repetition. Users have a tendency to believe information to be correct after repeated exposure. Create a catchy call to action and use it across your campaigns (both other online channels & offline too).\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Next, put your customer at the centre of what you do. Customers have a sense of entitlement; they’re paying for your product or service. So think about what they think they \u003Ci>deserve\u003C\u002Fi> and what they believe they \u003Ci>need.\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Remember, as much as you may think of your users as ‘clicks’ or ‘conversions’, they’re actually human beings. Be a little sassy, or use some humour (where appropriate of course).\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Lastly, use social proof. 70% of users place peer recommendations over professionally written content (go figure – who wouldn’t be suspicious of advertisers after just a few episodes of Mad Men?). Add reviews to your ad copy and use ad extensions to attach real review scores to your ads.\u003C\u002Fp>\n\u003Ch3 id=\"fomo-is-real\">FOMO Is Real\u003C\u002Fh3>\n\u003Cp class=\"selectionShareable\">That’s Fear Of Missing Out, in case this very real and quite recently discovered social phenomena has passed you by.\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">“Most people would rather avoid loss than acquire gain.”\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Use your ad copy to tell users why they can’t afford to miss out on your product. Or moreover, why they can’t afford to miss out on what they can gain from your product, be it a service or a product that is going to make their life easier, happier or more fulfilling.\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Sophie has noted that ads including some form of urgency have a 32% increased clickthrough rate. This could be in the ad copy “sale ends soon” or by including a countdown clock. FOMO means customers are more likely to convert there and then if they think they will miss out next time round.\u003C\u002Fp>\n\u003Ch3 id=\"getting-the-click-is-just-the-start\">Getting The Click Is Just The Start\u003C\u002Fh3>\n\u003Cp class=\"selectionShareable\">Competition is high, but getting the clicks is only the first part of the battle. Once you’ve got the perfect ad copy you need to use the landing page to continue the story. Not only will this improve Quality Score, your customers will have found what they needed, which will make them happy. Happy customers convert, and they’re loyal.\u003C\u002Fp>\n\u003Ch3 id=\"in-summary\">In Summary…\u003C\u002Fh3>\n\u003Cp class=\"selectionShareable\">So, now that we know repeating ourselves and telling our user what they \u003Ci>need\u003C\u002Fi> to know is important (plus, you’ll remember the last thing you read), let’s end with some key takeaways;\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">\u003Cb>Start with why\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Prioritise headlines\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">FOMO is your friend\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Use your keywords\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Use reviews to support your offering\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Carry on the story with your landing page\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">Play to emotion and the love of the self\u003C\u002Fp>\n\u003Cp class=\"selectionShareable\">\u003Cb>Always go back to the why\u003C\u002Fb>\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17,18],96,95,[20,21,22,23,24,25,26,27,28],"post-3026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-brighton-seo",{"page_content_modules":30,"hero":84},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"BrightonSEO: Sophie Turton – The Psychology of Language for PPC",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,60,72],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":57},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",0,[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[103,105,108,111,114,117,120,122,124,126,129,132,135,138,141,144],{"property":104,"content":101},"title",{"property":106,"content":107},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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