Did you know that buying three identical t-shirts just to take advantage of a “buy-one-get-one free” offer or frequenting the same Mexican eatery every Tuesday for their discounted tacos and margaritas means you’re being expertly nudged?

You’re being subtly influenced, whether you realize it or not, by clever marketers who understand our psychological triggers. They use this knowledge to encourage us to make another purchase, come back for more, click on their ads, or revisit their websites (hello, remarketing!). The most successful marketers possess a deep understanding of human behavior. While everyone is unique and psychological test results can vary, understanding common behavioral patterns provides valuable insights. Marketers who overlook the power of psychology, data, and common behavioral trends are missing a huge opportunity!

This post will explore how to use psychological strategies to enhance your PPC ad copy, boosting clicks and conversions. Let’s ditch the overused, generic copy like “Buy Now!” and “Save Time and Money.” These tired phrases flood the advertising landscape, making ads blend together in a sea of sameness. Even if they’re currently working, your ads could be performing far better. Let’s delve into 5 psychology-backed tips to elevate your ads from ordinary to exceptional.

Three nearly identical ads. Avoid this at all costs!

#1: Blend Emotional Triggers with Personalized Copy

Get ready for a bold statement: humans are inherently selfish. You might be thinking, “not me, I’m not selfish.” However, consider your thoughts throughout a typical day. When you wake up, do you think, “I’m hungry, what do I want for breakfast_?” On your commute, perhaps you browse Pinterest and think “I want shoes like that_.” This focus on “me” is constant, and your ad copy should reflect that. Speak directly to the reader by using “you” frequently! Getting the idea?

Beyond directly addressing the user, your ad copy must persuade them to take action. The most effective way to do this is by evoking strong emotions that encourage clicks. Think about why you favor one brand over another.

Studies consistently demonstrate that we spend more on similar products due to brand loyalty, which is rooted in emotional connection. “Most people believe their choices stem from rational analysis. However, emotions significantly influence, and often even dictate, our decisions,” states Psychology Today.

So, how do you infuse emotion into your ad copy? One approach is Perry Marshall’s Swiss Army Knife method. Begin by identifying your ideal customer, something they love, something they dislike, their biggest fear, their closest confidant, and so on. Then, connect your brand to each element and craft your copy based on these relationships.

Take a look at this example of an emotionally charged ad:

Did you notice how the ad centers entirely on “you”?

#2: Tap into the “Don’t Leave Me Out” Fear

“FOMO,” or the fear of missing out, is a powerful psychological motivator. We’ve all experienced it - imagine your friends enjoying a summer barbecue while you’re stuck working overtime. Believe it or not, this feeling extends to online shopping, research, and even reading ad copy.

This innate aversion to loss is hardwired into us. Marketers exploit this fear of missing out by emphasizing potential losses over potential gains. This results in more clicks and conversions. The key is to create a sense of urgency, as if the searcher will miss out on a sale unless they act TODAY or lose a free trial if they don’t sign up by a specific date.

The easiest way to achieve this is by using ad customizer countdowns and limited-time sale promotions. Ad customizers come in various forms, but their core function is to display special offers that update in real-time, eliminating the need for manual ad updates. Learn more and see for yourself.

#3: Embrace the Unusual to Make a Lasting Impression

It might sound strange, but there’s a scientific basis, called the bizarreness effect, demonstrating that people remember unusual information better than commonplace details. Joanna Wiebe, the author of Copy Hackers, expresses her dislike for generic marketing messages: “I despise them because their blandness makes them instantly forgettable… and recall is crucial, not just for conversions, but also for generating shares and retaining customers.”

So, how can you stand out with unique ad copy? Don’t force irrelevant headlines just to be different. Instead, analyze your competitors’ ads and brainstorm language that truly captures attention. Let your inner comedian shine with humorous puns, like the example below:

Get it? Because they can’t see? Marty Weintraub from aimClear, known for his energetic presentations, shared creative ad copy hacks at SMX Advanced in Seattle. “Creative needs to be more than just good; it must be stunning,” he emphasized. Here are a few of Marty’s recommendations:

• Use vivid adjectives in your headlines. For example, “[KW], Oh My” or “[KW, Incredible].”
• Reimagine clichés. Clichés resonate because of their familiarity. Add a unique twist, and you’ve got something special. Marty offered examples like “1 + 1 = Tooth Decay” or “Eat Carbs or Be Eaten.” Clever, right?
• Command attention! Employ attention-grabbing words like “Listen Up” and “Calling All.”

These are just a few starting points. Don’t be afraid to unleash your creativity and captivate your audience to stand out from the competition.

#4: The Power of the First and Last Impression

The serial position effect shows that when presented with a list, we tend to remember the first (primacy) and last (recency) items best, while those in the middle fade from memory. What does this mean for your ad copy? Focus on the headline and the ending! Your headline deserves the most attention, not only because of the primacy effect, but also because studies consistently show that it’s the element searchers are most likely to read.

But what about the end of your ad? Experiment with postscripts, either in the last description line or within sitelink or callout extensions, to highlight crucial information like your call-to-action or an enticing offer. For example, if you’re offering a 50% discount, your ad copy or sitelink extension could be “P.S. 50% off for 2 more days” or “P.S. Order Today For Free Shipping.” See the strategy? “It’s an eye-catching way to end your pitch,” says Kapost’s Ryan Law.

P.S. Don’t forget to utilize postscripts and craft captivating headlines that demand clicks.

#5: Repetition Breeds Familiarity

Ever feel mentally overloaded? We’re bombarded with marketing messages constantly. From banner ads on public transportation to display ads while browsing online, even ads on our drink coasters at a bar. They’re even appearing in places we never expected (bathroom stalls, personal inboxes, Instagram feeds, and more).

“Our lives are saturated with competing marketing messages. Trying to process every claim would leave us paralyzed,” says Law. “The more we encounter a statement, the more likely we are to believe it, even if it’s repeated by a single source.”

Known as the illusionary truth effect, this principle highlights the power of repetition. It explains why brand loyalty is so potent. The key is to avoid repetitive, generic messaging that any competitor could mimic.

So, how can you use repetition effectively? Start by…

• Developing a memorable slogan or call-to-action that becomes synonymous with your brand. It must be unique, catchy, and effectively communicate your core message to your target audience. Use this phrase consistently in your text ads to make it stick.
• Leveraging Remarketing Lists for Search Ads (RLSAs). RLSAs allow you to target past website visitors with broader keywords. For instance, if you rent kayaking gear, you could target someone who previously visited your site with general keywords like “kayaking.” This wouldn’t be effective for a first-time visitor who might just be looking for information on the sport, but for someone who has already shown interest in renting, it’s a great way to re-engage them with your memorable marketing message.
• Repurposing consistent messaging across similar channels, such as your display and remarketing ads, social media ads, and more.

Soon, your target audience will recognize and trust your brand, significantly increasing the likelihood of conversion.