Although it’s been argued that ALL buying decisions are made with emotions, some purchases are more emotionally-based than others, and some present a more rational decision-making process.
This matters because your PPC Copy should reflect the emotionality or rationality of your prospects’ buying process. The more emotional the purchase, the more emotional the ad copy. The more rational the purchase, the more logically and economically substantive copy has to be to move the needle.
But it’s not always immediately apparent whether a product or service is bought for emotional or logical reasons. Take this example, featuring computer antivirus software:
Now, Ad B is the more “substantive” because it lays out the three functions of the software: to protect, secure, and clean the Mac” (from malicious software). In contrast, Ad A employs blatantly emotional language and ignores functionality: “Feel Secure When Using Your Mac / Download Antivirus Protection Now.”
So which ad do you think won?
If you guessed Ad A, with the emotional language, you’re right! And it comes down to this: Mac’s have not historically needed added internet security or antivirus software. Nor is there much of a logical reason to add that to ones Mac. So the only people searching for Mac Security Suites are those people who have been scare or spooked into it. In other words, people buying from emotion. So of course, the emotional copy wins.
By the same token “security” is a broadly encompassing, logical term for the different kind of internet protection software: firewalls, antivirus programs, etc. But really, most people don’t think in terms of “security” — they only think in terms of Antivirus. And since only Ad A included that key emotional trigger word in its copy, it kicked Ad B’s butt — to the tune of a 99% increase in CTR!
So when it comes to PPC Ad Copy, figure out just how emotional the purchase is, and then write your copy accordingly.