Over time there have been many presentations on the psychology of language that is used in your ad text on the search network. It is said that people don’t buy what you do, they buy why you do it. This is what makes a powerful message so much more effective. Below are some tips recommended to use to improve your PPC using language.
The Serial Position Effect
It is known that people are more likely to remember the first and last pieces of the information they can see in your ad, also known as the serial position effect and making it more important to create your PPC ads carefully
Performing keywords can help highlight the focus of your ads so it’s a good idea to test your ads and see which keywords are working best.
The best way to communicate to your audience is solve their problem. It has been found that successful PPC ads will find a solution to their customers’ problem. The success in this technique is to provide the information that they are looking for and understand, as a customer, what they would want to see and what would intrigue them to click through to your landing page.
Emotions are a huge factor that can influence and determine our decisions. This is why using emotional triggers, as an advantage in PPC ads is a simple and great place to start.
As mentioned, it is vital to understand the target audience to deliver a powerful message. By focusing on what your customer needs and wants and then mixing this with an emotional trigger, you’re on the path to increasing conversions.
What’s most important to remember is that your ad shouldn’t be written about ‘you’ but in fact about ‘them’. When writing PPC ads, it needs to reflect this goal.
If you can identify what your customers will love and hate in your ads and you can action on this then the emotional trigger can become even more effective.
One of the most effective psychological tricks, when creating ads, is to involve social proof i.e statistics
According to Revoo, 70% of consumers prefer recommendations from their friends rather than professionally written content. This means that people have more chances to be influenced by their friends rather than a brand.
A good way to use social proof is to include Google Reviews in AdWords. This will in-fact increase the chances of building trust between the consumer and the product as they can see trusted reviews when people who have either purchased this product and received a good service.
Lastly, it can be even more effective to back up social proof as this can be achieved by using review extensions or a reviews page as a site link. Using text such as ‘Rated #1 in the UK’ or ‘Recommended by Women’s Health’ these types of texts can influence consumers decisions greatly.
Illusionary Truth Effect
According to the illusionary truth effect, consumers have a tendency to believe information to be correct after a repeated exposure to it.
In simple terms, this means that repetition can improve trust and reliability. An appealing call-to-action can also make your ad stand out and to encourage consumers to click on your ad.
If you were to include all of these psychological theories into your ad text then you are going to encourage the chances of returning customers.