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Behavioural Economics clicks for Google AdWords says new study

New independent research shows that when Behavioural Economics based copywriting is applied to ads appearing on Google AdWords, significant increases in response are recorded. The highest result in the study improved performance by 32% and the average increase in response was 13%.

Greater focus on ad text copy

The results of the research could not be more timely as Google is putting ad text copywriting at the heart of its recent changes to the AdWords ad format. Google's ETAs (Extended Text Ads) format increases the amount of copy in an AdWords ad by 50%.
Also, as part of its mobile first policy, Google has reduced the number of AdWords ads that appear on screen and industry insiders are saying that this will mean that in future AdWords ads will be read more closely rather than scanned.

The expert opinion

Patrick Collister, Creative Director in The ZOO EMEA for Google, talks to The ATO Co about the future of best-practice copywriting in AdWords

Specialist training for media agencies

Clearly, Google is putting the focus on ad text copywriting like never before, and it will be up to clients and agencies to respond. This could pose a particular challenge for media agencies, who handle the bulk of AdWords advertising for brands, but whose focus has never been on copywriting.

However, specialist assistance is available. Here at The ATO Co we specialise in Behavioural Economics based copywriting for brands advertising on Google AdWords and conduct bespoke training for PPC departments in media agencies. These workshops unlock the principles of Behavioural Economics in AdWords and combines this knowledge with training in direct response copywriting techniques.

White Paper based on independent research

Behavioural Economics is influential in every area of advertising and this study is the first evidence of its influence in Google AdWords and forms the basis of the White Paper Driving Higher Performance from Google AdWords by applying Behavioural Economics.