trust-based ppc: stop explaining what. start proving why

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?


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


“Winning trust is still a major focus.”- 2009 Forbes interview with Domino’s CMO, Russell Weiner

DOMINO’S STOCK AFTER TRUST CAMPAIGN


2009

2016

WHY IS TRUST IMPORANT?


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?


“Car salesmen” exist in all industries!

ALWAYS REMEMBER THE USER


Hurry! Spend thousands of dollars without thinking about it!

MOST LIKELY PEOPLE KNOW WHAT YOU DO


Okay we get it. You deal with fences.

WHO DO YOU CHOOSE?


Pure keyword headlines can lead to no clear winner.

BACK AWAY FROM THE WHAT. EMBRACE THE WHY.


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?


AGAIN…REMEMBER THE USER


…doesn’t click on your ads and convert.

…people do.

ETAs ARE YOUR NEW BEST FRIEND


GETTING THE USER TO COMMIT


NINE GATES TO CUSTOMER COMMITMENT


• 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


PRICE EXTENSIONS WHAT AND WHY


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


SELLER RATINGS


“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


Full List - https://goo.gl/Z8oZZI

CONSUMER RATINGS


“Have increased CTR up to 10%” – GoogleSource: http://goo.gl/V71k9A

REVIEW EXTENSIONS – NOT EASY


REVIEW EXTENSIONS


“Review extensions can boost CTR by up to 10%” – GoogleSource: http://goo.gl/BH69ug

ECOMMERCE? ARE YOU A GOOGLE TRUSTED STORE?


Automatically get seller ratings and review extensions!

LANDING PAGES


AVOID BEING WIKIPEDIA


Do you think someone searching for CNC machining needs to be explained what it is?

RELEVANT DOESN’T MEAN BORING


You can still be relevant while being simple and explaining “why.”

RELAY THE TRUST FROM AD TO LANDING PAGE


SHOW WHY WITH PROOF POINTS


Notice how the proof points are surrounding the call-to-action.

WHERE ARE YOU GOING WITH THIS?


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!


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…


YOU STILL NEED…

1. Quality product2. Good customer service3. Ongoing

outreach/engagement4. Ability to track exact

customers

GO! USE PPC TO BUILD LIFELONG FANS!


Bosley Jarrett/Vanderbilt Hustler

THANK YOU!

@MilwaukeePPC

linkedin.com/in/joemartinezppc


I’ll be sharing the slides here…