[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fppc-hero-psychology-language-ppc":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":15,"acf":24,"head_links":277,"breadcrumbs":278,"reading_minutes":89,"category":286,"head":288},"2016-10-24T18:32:15",{"rendered":6},"\u003Ch3 id=\"sophie-turton-at-ppc-hero-conference\">Sophie Turton at PPC Hero Conference\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"language-is-your-most-powerful-asset\">Language is Your Most Powerful Asset\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Tap into the psyche of your audience. Sophie believes we should be focussed on the ‘why’. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">Why should they care? \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">Why should they buy from you \u002F why should be loyal to your brand?\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">People don’t buy what you do, they buy why you do it.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">Why does your product or service mean something to them?\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"psychology-of-language-101\">Psychology Of Language 101\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">“The time has come to break the habit of generic PPC copy forever.”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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 \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 300;\">why\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 300;\"> it is important that they let \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 300;\">you\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 300;\"> help them solve this problem. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">(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\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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 \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 300;\">deserve\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 300;\"> and what they believe they \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 300;\">need.\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"fomo-is-real\">FOMO Is Real\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">That’s Fear Of Missing Out, in case this very real and quite recently discovered social phenomena has passed you by. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">“Most people would rather avoid loss than acquire gain.”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"getting-the-click-is-just-the-start\">Getting The Click Is Just The Start\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">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\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"in-summary\">In Summary…\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">So, now that we know repeating ourselves and telling our user what they \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 300;\">need\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 300;\"> to know is important (plus, you’ll remember the last thing you read), let’s end with some key takeaways;\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Start with why\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Prioritise headlines\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">FOMO is your friend\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Use your keywords\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Use reviews to support your offering\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Carry on the story with your landing page\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Play to emotion and the love of the self\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Always go back to the why\u003C\u002Fb>\u003C\u002Fp>\n",false,"standard",[10],40,[],[13,14],96,95,[16,17,18,19,20,21,22,23],"post-2814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":25,"hero":85},[26,31],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"HeroConf 2016: The Psychology Of Language For PPC",[],{"acf_fc_layout":32,"reduced":28,"top_overlap":33,"bottom_underlap":33,"disable_observer":-1,"heading":34,"cta_text":35,"cta_link":36,"items":37},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[38,54,72],{"type_key":17,"title":39,"excerpt":40,"to":41,"postedAt":42,"readingTime":43,"image":44,"authors":45,"category":51},"What’s new in Paid Media: October 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. 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