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How To Use Language Psychology To Supercharge Your PPC Campaigns - HeroConf London 19
- 1. How To UseLanguage Psychology To Supercharge Your PPC Campaigns Helen Freeman | @Digital_Helen
- 2. Who am I? ●5 years in digital (PPC, SEO, social media) ● Background in languages and communication ● Likes: ○ Dogs ○ Anything competitive ○ Skipping slides nobody cares about
- 3. In this session,I’ll be walking you through the following techniques… ● The Swiss Army Knife Method ● Emotional Triggers ● The Serial-Position Effect ● Social Proof ● Loss Aversion ● Power Words Session Outcomes
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- 5. What is languagepsychology?
- 7. How to writea good ad (according to Google) Quality Score ● Ad relevance ● Landing page experience ● Expected click-through rate
- 8. To attract and drawin as much attention as possible Why do we write ads? 1
- 9. To attract and drawin as much attention as possible Why do we write ads? 1 Stand out 2
- 10. To attract and drawin as much attention as possible Why do we write ads? 1 Stand out 2 Appeal to the target audience 3
- 11. To attract and drawin as much attention as possible Why do we write ads? 1 Stand out 2 Appeal to the target audience 3 Convince people to choose you 4
- 12. The ad copywriter’stoolkit
- 13. Who your audience is Thead copywriter’s toolkit
- 14. Who your audience is Thead copywriter’s toolkit What they want
- 15. Who your audience is Thead copywriter’s toolkit What they want How your product meets their needs
- 16. Who your audience is Thead copywriter’s toolkit What they want How your product meets their needs How they want to be spoken to
- 17. The 6 Techniques HelenFreeman | @Digital_Helen
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- 19. The Swiss Army KnifeMethod (Blade #1)
- 20. The Swiss ArmyKnife Method UNDERSTANDING YOUR CUSTOMER
- 21. The Swiss ArmyKnife Method UNDERSTANDING YOUR CUSTOMER
- 22. The Swiss ArmyKnife Method UNDERSTANDING YOUR CUSTOMER
- 23. The Swiss ArmyKnife Method UNDERSTANDING YOUR CUSTOMER
- 24. The Swiss ArmyKnife Method UNDERSTANDING YOUR CUSTOMER
- 25. The Swiss ArmyKnife Method UNDERSTANDING YOUR CUSTOMER
- 26. The Swiss ArmyKnife Method ● Confident, outgoing and about to start university ● Loves getting together with his mates ● Hates studying ● His best friend is contactless payment ● His worst enemy is his bank balance ● He wants advertisers to give him information quickly and easily PETER
- 27. The Swiss ArmyKnife Method
- 28. Tip: Check competitorreviews!
- 29. The Swiss ArmyKnife Method
- 30. The Swiss ArmyKnife Method
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- 33. We want ourads to make people feel something.
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- 37. Build a story EmotionalTriggers 1
- 38. Build a story EmotionalTriggers 1 Play to users’ emotions 2
- 39. Build a story EmotionalTriggers 1 Play to users’ emotions 2 It’s all about them, not you 3
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- 46. The Serial-Position Effect Usersare more likely to recall the first and last pieces of information they see.
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- 54. Social Proof People copythe actions of others in an attempt to undertake a behaviour in a given situation.
- 55. Social Proof 91% read onlinereviews when searching for local businesses https://www.inc.com/craig-bloem/84-percent-of-people-trust-online- reviews-as-much-.html
- 56. Social Proof 70% trust peerrecommendations more than professionally written content https://econsultancy.com/how-user-generated-content-is-changing- content-marketing/
- 57. Social Proof 84% trust onlinereviews as much as personal recommendations https://www.inc.com/craig-bloem/84-percent-of-people-trust-online- reviews-as-much-.html
- 58. Things to highlight:Awards
- 59. Things to highlight:Accreditations
- 60. Things to highlight:Customer Feedback
- 61. Things to highlight:Ratings
- 62. Things to highlight:Endorsements
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- 65. Loss Aversion Most peoplewould rather avoid loss than acquire gain.
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- 72. Power Words We canbreak down power words into different domains... Greed Sloth Lust Vanity Trust Anger Fear
- 73. Power Words: Greed BestCheapest Exclusive Savings Bargain Don’t miss out Expires Giveaway Last chance Now Reduced Sale ends soon Ultimate While stocks last
- 75.
- 76. Power Words: Sloth EfficientInstant Simple No nonsense Accessible All-inclusive Kickstart MereTemplate
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- 79. Power Words: Lust EngagingFascinating Mind-blowing Thrilling Uncensored Naughty Obsession RivetingUrge
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- 82. Power Words: Anger BrutalForce-fed Sick and tired Fed up WorstAnnoy
- 84.
- 85. Power Words: Fear BewareFooled Nightmare Pitfall Backlash Blinded Caution Embarrassing Fooled Mistake
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- 88. Power Words: Vanity Aheadof the game Effective Hero Remarkable Ultimate Jaw-dropping Smart Staggering Kick-ass
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- 91. Power Words: Trust AuthenticExpert Guaranteed No obligation Certified Worldwide Official Accredited Bestselling Scientifically -proven
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- 94. Key Takeaways 1. Knowyour customer: The Swiss Army Knife Method 2. Resonate with them: Emotional Triggers 3. Catch their eye: The Serial-Position Effect 4. Convince them: Social Proof 5. Get their click NOW: Loss Aversion 6. Provoke a response: Power Words
- 95. Helen Freeman |@Digital_Helen Slides: impression.co.uk/language-psychology Questions: [email protected] Twitter: @Digital_Helen