3 Emotions to Use in Your PPC Ads

Robert Wheat

Senior PPC Strategist

Do you ever get the feeling that PPC is just plain boring? I know I do! But, it doesn’t have to be this way. Though this model of internet marketing is based on numbers, it can actually be fun. The trick is to use your right brain as well as your left brain. The left side is responsible for logical thinking, whereas the right side is emotional.

Research shows that people rely on emotions over information to make purchase decisions. Not all emotions have the same effect, however. Knowing which ones to use in your PPC ads is important. Below we share three emotions to work with depending on your product and the needs of your audience.

1. Anger

Most people think that anger should be avoided because it’s a negative emotion. Why, then, would it make a good basis for an advertisement? Well, because some of us need products and services based on our anger! Consider a divorce lawyer that speaks to an angry woman who wants to kick her husband to the curb.

Of course, anger only works if you have angry customers. Which, you may. They could be mad because someone took advantage of them, ripped them off, damaged their home, hurt a family member, etc. Connecting with people on this level validates their feelings and allows you to introduce a solution - your product or service.

2. Fear

Fear is another emotion that is so strong, it leads us to do all sorts of crazy stuff. Whether it’s scheduling a cancer screening, trying a new cleanse diet or buying a home security system, many Americans operate out of fear. This is why fear-based marketing is so effective (though, use it too much and you’ll probably lose followers).

The goal isn’t to scare the pants off your audience. There is a positive way to go about this. When creating PPC ads based on fear, think of it this way. Removing fear from your customers’ lives allows them to be happy and free. A home security system, for example, lets a family rest peacefully.

3. Affirmation

Does your audience need confirmation? Parents are often unsure they’re raising their kids right. Plus-sized people tend to feel uncomfortable in bathing suits. Older adults are usually hesitant to return to school. Tap into these uncertain emotions by using feel-good language.

By reassuring a plus-sized woman that she’ll look great in your line of bathing suits, you’re flattering her natural body shape. People are more likely to click on ads if they think the product or service will help them feel better about themselves. We all want to look and feel good - sometimes it just takes some convincing.

See, PPC ads don’t have to be all boring all the time. Give your ads some attention by crafting copy that is both effective and emotional. Always test your ads to see what works best for your specific audience.

 

 

 
About the Author: Robert Wheat

Rob was born and raised in Freehold, NJ and is currently a PPC Strategist at SEMGeeks. He holds a B.S. in Business Administration with a concentration in Marketing from Ramapo College. Rob is experienced across all PPC platforms, including Adwords, Facebook, Amazon, and more. During his free time, Rob can be found on the golf course yelling at his golf ball to cooperate, but it never listens.

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