There’s a single word that can lead you to getting better results from your PPC ads. That word is because. Why is this word so effective? Because whatever you put after that word acts as a justification or reason why a person should comply with your request. And because people have grown used to whatever follows that word having good rationale behind it over the course of their lives. Because of this, they can be more likely to comply with a request. (Because I just gave you this, you are now scientifically more likely to go do this test!). 🙂
Of course, the higher the stakes, the better the reason you’re going to need to get a prospect to take the action you desire. In many situations, you can implement this principle in your PPC advertising by making your requests with a strong rationale, no matter how clear you think the reasons behind your request may be. Let’s look at how I applied this principle in an ad test to achieve better results…
Here were the attributes of the test…
The campaign I ran this test in already had really good performance with Above Average CTR, but I thought I could do better. So I decided to test this principle out versus another psychological principle that works pretty well (trust & credibility). Below are the ads from the test.
The first is the control ad which played on the principle of trust & credibility in the 2nd headline by saying “From The Kitchens Of Experts.” My hypothesis was I could get better performance by giving the reason of “You Won’t Be Disappointed.”