{"id":924,"date":"2017-05-03T11:44:41","date_gmt":"2017-05-03T11:44:41","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2017\/05\/03\/the-psychology-of-language-for-paid-search\/"},"modified":"2020-03-13T01:44:48","modified_gmt":"2020-03-13T01:44:48","slug":"the-psychology-of-language-for-paid-search","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2017\/05\/03\/the-psychology-of-language-for-paid-search\/","title":{"rendered":"The psychology of language for paid search"},"content":{"rendered":"

The success of your PPC campaigns may depend on the language that you\u2019re using. Here\u2019s how to improve it.<\/b><\/span><\/p>\n

Sophie Turton, Head of Content and PR at Bozboz<\/a>, delivered an interesting presentation in Brighton SEO, offering useful tips on how to improve your language when creating PPC copy.<\/span><\/p>\n

According to Sophie Turton,\u00a0 <\/span>people don’t buy what you do, they buy why you do it – that\u2019s what makes a powerful message more effective. Here are her tips on how to use psychology to improve your PPC copy.<\/span><\/p>\n

The serial position effect<\/span><\/h2>\n

People are more likely to recall the first and last pieces of information they see, otherwise known as the serial position effect<\/strong>. This makes it even more important to craft your PPC copy carefully.<\/span><\/p>\n

Keywords can help you highlight the focus of your copy, so it\u2019s a good idea to experiment until you find the best ones to use. However, there\u2019s no need to focus too much on their use, as they still can\u2019t guarantee that the language\u2019s effectiveness.<\/span><\/p>\n

The best way to speak your audience\u2019s language is to try to solve a problem. It has been observed that successful PPC copy tries to find a solution to a problem.<\/span><\/p>\n

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The success lies in the fact that there is an understanding of the target audience, which is proved by providing information that they want to know.<\/span><\/p>\n

Emotional triggers<\/span><\/h2>\n

Emotions can influence and even determine our decisions. That\u2019s why they can be used to improve PPC copy and make it resonate with consumers.<\/span><\/p>\n

Once again, it\u2019s vital to understand the target audience to deliver a powerful message. By focusing on the customers\u2019 end game with the right emotional trigger, you\u2019re increasing the chances of conversion.<\/span><\/p>\n

What\u2019s most important is to remember that your copy should not be about \u201cyou\u201d, but rather about \u201cthem\u201d. As you\u2019re writing about your target audience, your copy needs to reflect this.<\/span><\/p>\n

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Direct and relevant copy can benefit from the right emotional appeal, and there seems to be a connection between this appeal and your customers.<\/span><\/p>\n

According to Perry Marshall’s ‘Swiss army knife’ method, there is a relationship between your customers and the elements in their lives.<\/span><\/p>\n

This relationship can be organised in five steps:<\/span><\/p>\n