trust-based ppc: stop explaining what. start proving why
Post on 23-Jan-2017
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TRUST-BASED PPCSTOP EXPLAINING WHAT. START PROVING WHY.
Tom Merton/Getty Images
• Senior Manager, Paid Media & Community - Granular• 2016 Top 5 Rising Star – PPC Hero• Written for…
HI. I’M JOE MARTINEZ
@MilwaukeePPC #ConfluenceCon
REMEMBER DOMINO’S PIZZA BEFORE 2009?
@MilwaukeePPC #ConfluenceCon
2009 =1.The food sucked 2.Gross employee video went
viral3.Stock at an all-time low
How did Domino’s respond?-->
DOMINO’S $75 MILLION TRUST CAMPAIGN
@MilwaukeePPC #ConfluenceCon
“Winning trust is still a major focus.”- 2009 Forbes interview with Domino’s CMO, Russell Weiner
DOMINO’S STOCK AFTER TRUST CAMPAIGN
@MilwaukeePPC #ConfluenceCon
2009
2016
WHY IS TRUST IMPORANT?
@MilwaukeePPC #ConfluenceCon
Advertisers, car salespeople and telemarketers are viewed as some of the least honest and ethical professionsSource: Gallup (http://www.gallup.com/poll/1654/honesty-ethics-professions.aspx)
HOW DOES THIS TRANSLATE TO PPC?
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“Car salesmen” exist in all industries!
ALWAYS REMEMBER THE USER
@MilwaukeePPC #ConfluenceCon
Hurry! Spend thousands of dollars without thinking about it!
MOST LIKELY PEOPLE KNOW WHAT YOU DO
@MilwaukeePPC #ConfluenceCon
Okay we get it. You deal with fences.
WHO DO YOU CHOOSE?
@MilwaukeePPC #ConfluenceCon
Pure keyword headlines can lead to no clear winner.
BACK AWAY FROM THE WHAT. EMBRACE THE WHY.
@MilwaukeePPC #ConfluenceCon
If someone searched for a cleaning service, do you really need to explain what you do?
OMG! No keywords in the ad!
WHAT ABOUT RELEVANCY?
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AGAIN…REMEMBER THE USER
@MilwaukeePPC #ConfluenceCon
…doesn’t click on your ads and convert.
…people do.
ETAs ARE YOUR NEW BEST FRIEND
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GETTING THE USER TO COMMIT
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NINE GATES TO CUSTOMER COMMITMENT
@MilwaukeePPC #ConfluenceCon
• Are you “for real?” – Authenticity
• Are you telling me the truth? – Believability
• Are you knowledgeable and competent? – Credibility
• Are you appropriate for me? – Feasibility of Relationship
• Are you listening or just peddling? – Customized Solutions
• Overall, can you be relied on? – Safety
• Do I fully understand what you’re going to do for me? – Comfort
• Am I making the best choice vs. other choices? – Superiority
• Am I paying a fair price? - Value
Source – Dan Kennedy: No B.S. Trust-Based Marketing
CALLOUT EXTENSIONS HELP EXPLAIN WHY
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PRICE EXTENSIONS WHAT AND WHY
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If you have the best prices, showcase them on mobile.
Image Source: https://adwords.googleblog.com/2016/07/showcase-products-and-services-with-price-extensions.html
THE AD EXTENSIONS REQUIRING EXTRA EFFORT
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SELLER RATINGS
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“Ads with Seller Ratings get a 17% higher CTR than the same ads without ratings”– Wordstream
Source: http://www.wordstream.com/blog/ws/2016/02/11/google-ratings
FEW PLACES GOOGLE COLLECTS SELLER RATINGS
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Full List - https://goo.gl/Z8oZZI
CONSUMER RATINGS
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“Have increased CTR up to 10%” – GoogleSource: http://goo.gl/V71k9A
REVIEW EXTENSIONS – NOT EASY
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REVIEW EXTENSIONS
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“Review extensions can boost CTR by up to 10%” – GoogleSource: http://goo.gl/BH69ug
ECOMMERCE? ARE YOU A GOOGLE TRUSTED STORE?
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Automatically get seller ratings and review extensions!
LANDING PAGES
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AVOID BEING WIKIPEDIA
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Do you think someone searching for CNC machining needs to be explained what it is?
RELEVANT DOESN’T MEAN BORING
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You can still be relevant while being simple and explaining “why.”
RELAY THE TRUST FROM AD TO LANDING PAGE
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SHOW WHY WITH PROOF POINTS
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Notice how the proof points are surrounding the call-to-action.
WHERE ARE YOU GOING WITH THIS?
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Source: http://www.superoffice.com/blog/grow-sales-revenue-with-crm-software/
The goal of trust-based, PPC marketing is to set up lifelong customers.
BRAND BUILDING IS WHERE IT’S AT!
@MilwaukeePPC #ConfluenceCon
Source: https://moz.com/blog/10-cro-truth-bombs-that-will-change-the-way-you-think/
“Repeat visitors were around 2–3x more likely to convert.” -Larry Kim
PPC CAN HELP TEE UP LTV BUT…
@MilwaukeePPC #ConfluenceCon
YOU STILL NEED…
1. Quality product2. Good customer service3. Ongoing
outreach/engagement4. Ability to track exact
customers
GO! USE PPC TO BUILD LIFELONG FANS!
@MilwaukeePPC #ConfluenceCon
Bosley Jarrett/Vanderbilt Hustler
THANK YOU!
@MilwaukeePPC
linkedin.com/in/joemartinezppc
@MilwaukeePPC #ConfluenceCon
I’ll be sharing the slides here…
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