6 principles of persuations in PPC marketing and 8 ways to implement them on your website

Over past 10 years Cialdini’s “6 principles of persuasion” have expanded in popularity because they bring results.

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Robert Cialdini

These principles help us to deliver better results from Facebook and Google marketing campaigns.

Principle 1. Scarcity. 

Scarcity is associated with something that is worth great value but is limited. Something exclusive which is not for everyone. A great example is the Amazon product page.

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In UAWC agency we haved used this principle limiting the number of active projects – we have only 3 teams and each team is allowed to work only with 20 marketing channels (1 client can have 2-3 marketing channels, for example, FB and Google Ads). In this way, we are able to filter projects working with the most interesting and profitable clients. At the same time, we are able to deliver better quality due to lower work overload.

People badly want what they can’t get.

  1. Do you have any products or services which are limited in stock?
  2. Can you limit time? For example, a special offer which is available only in the next 2 days.
  3. Do you have anything rare? Which is difficult to replicate.

Make sure that you have this info both on the landing page and Facebook/Google ads.

Principle 2. Consistency. 

Make sure that your message in ads matches with information on the landing page. Otherwise, you will break user expectations and waste your marketing budget.


Principle 3. Reciprocation rule.

To give something valuable for free so they will feel obligated to give value back.


Principle 4. Social proof – show that other people like you.

Do you have testimonials? Video, text etc.

Principle 5. Authority – having some kind of authority is important. Who are your clients?

Are there any influencers which can tell a few good words about your business?

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Principle 6. Linking. When people like you they trust you more. Charismatic.

People are more likely to buy from a good friend whom they like rather than from a stranger. That’s why referral programs are so effective and great.


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