We know that emotions influence our purchases, it’s at the core of consumer decision making both online and offline.
There is an increasing amount of research that shows emotive ad copy has a positive impact on performance. It increases Click Through Rate (CTR), Conversion Rate and improves ad Quality Score. According to research from PsychologyToday, it’s the emotional part of an ad that people respond to most. Executed correctly (which is key) it can help your brand connect to your target audience better, whilst improving overall performance.
An analysis of 1,400 successful ad campaigns found that those with purely emotional content performed nearly twice as better (31% vs. 16%) as those with non-emotive content.
(image from www.neurosciencemarketing.com)
The research makes sense. When we relate to something on an emotional level it captures our attention and makes us intrigued to find out more. This is why including emotive language should be considered for your ads, and all aspects of your online advertising.
See for yourself! Search for some of your keywords and it’s likely competitors will be using similar ad copy. By using emotions in your ads you will be able to stand out in the crowd.
Better performing ads = more chance of being at the top of search engine results.
When ads are different and send an emotive message they are more likely to be remembered by the searcher. There’s also a better connection between the brand and audience, building stronger customer relationships and brand loyalty overtime.
As ad performance improves, your Quality Score will also increase bringing down the cost-per-click (CPC). Quality Score is based on the following attributes:
The better the Quality Score of your ad, the lower the CPC will be!
It’s a good question.
On the surface it may seem wise to stick to positive emotions. However, it turns out both positive and negative emotions do a good job at improving the response to ads.
The type of emotions you want to target will depend on your product, brand TOV and overall message you want to put out there.
Firstly, your ad needs to serve its purpose. This is why your campaign structure is key. You want your ad and the emotions you try to tap into to feel relevant for the searcher, otherwise it won’t have the same positive impact.
Only when you know your ads purpose, can you introduce copy that taps into one (or more) of the following 4 emotional states:
We know that fear forces us to choose between fight or flight for self-preservation, and this same emotion can be provoked through ad copy. It links to positive self-identity and encourages people to take action, this could be purchasing or signing up.
You can also use the Fear Of Missing Out (FOMO). We’ve all seen FOMO used in a social context, but it also applies to consumerism, and the lengths people take to not miss out.
An example of this would be a trend lead fashion consumer who fears missing out on the latest trends. Here are some examples of how you can use this in ads
Our need for instant gratification is increasing. Research by Entrepreneur shows it’s become expected in many contexts. Adding a sense of urgency in your ad copy e.g. ‘Only 24 Hours Left’ will encourage users to click through and purchase.
Research by Wordstream shows that affirmation, and positive emotional triggers in general have a positive impact on performance. Affirmations make the ad feel more personal, as though you have written it for an individual rather than a wider audience.
The graph below shows how promotion and flattery copy including in ads generates the best CTR. By including a promotion alongside a positive affirmation you can increase performance and better connect with your audience.
(Image source: Wordstream)
It won’t be the right emotion to target for all brands, but capitalising on anger and the searchers feelings has been shown to increase CTR and Conversion Rate. Here’s some tips on how you can implement this effectively:
Results show us that using emotions in ad copy has a positive impact on results, but it’s also important to think about whether the ad actually warrants emotion to perform. Sometimes it won’t make sense for a particular ad group or search area, so bear this in mind when thinking about incorporating emotional language into your ad copy.
There’s a fine line when using emotions in ads.
Depending on where you are advertising, you’re likely to have limited space to share your message, and every character counts! Although we know the benefits of using emotive language in ads, many advertisers still steer clear and play it safe, as it can be difficult to get right.
When it comes to creating great emotive ads you need to consider the following:
When creating ads and including emotion, always refer back to your audience and consider how the ad may be received.
Remember it’s important to analyse and continue to test your ads efficacy. Emotions are subjective, so reviewing ad copy will be the best way to find out whether your audience is responding positively or negatively.
Lastly, as with all ads it’s important to make sure your landing page will match your audience's expectations, and is relevant to the message in your ad. If your ad has a high CTR but a low Conversion rate, you may need to tweak your landing page to generate better results.
We're a Google and Facebook certified integrated digital agency. To discuss any of our PPC insights in further detail, or to learn more about combining SEO, CRO and UX services, get in touch with our team.