The success of your PPC campaigns may depend on the language that you’re using.Here’s how to improve it.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.

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.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 friends, or even other consumers, rather than a brand.A good way to use social proof is to include Google Reviews in Adwords. This increases the chances of building trust between the consumers and the product and it may even bring them closer to a purchase.

Loss aversion
Another popular psychological tip is to focus on the scarcity effect.According to neuroscience, scarcity can increase the demand for an object, as people seem to have an aversion to loss.A sense of urgency can increase an ad’s effectiveness – this also plays into the FOMO (‘Fear of Missing Out’) effect.

Dare to be different

This can be achieved by:
*thinking outside the box
*using clever language
*staying current with trending topics
*telling a story
*using humor
*being creative with keywords

A closer look at psychology and the way it affects people’s perspective can help your PPC copy stand out.If you want to start testing with the most popular psychological tricks today, start with these:

*Ask “why”
*Prioritize the headline
*Experiment with keywords
*Don’t underestimate FOMO
*Make sure the end destination reflects the initial promise
*Use data to support your offering (but don’t be verbose)
*Be smart and sassy
*Play to emotion and the love of the self
*Always go back to the “why”.


Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.