Trust-Based PPC: Stop Explaining What. Start Proving Why
- 1. TRUST-BASED PPC STOP EXPLAINING WHAT. START PROVING WHY. Tom Merton/Getty Images
- 2. • Senior Manager, Paid Media & Community - Granular • 2016 Top 5 Rising Star – PPC Hero • Written for… HI. I’M JOE MARTINEZ @MilwaukeePPC #ConfluenceCon
- 3. REMEMBER DOMINO’S PIZZA BEFORE 2009? @MilwaukeePPC #ConfluenceCon 2009 = 1.The food sucked 2.Gross employee video went viral 3.Stock at an all-time low How did Domino’s respond? -->
- 4. DOMINO’S $75 MILLION TRUST CAMPAIGN @MilwaukeePPC #ConfluenceCon “Winning trust is still a major focus.” - 2009 Forbes interview with Domino’s CMO, Russell Weiner
- 5. DOMINO’S STOCK AFTER TRUST CAMPAIGN @MilwaukeePPC #ConfluenceCon 2009 2016
- 6. WHY IS TRUST IMPORANT? @MilwaukeePPC #ConfluenceCon Advertisers, car salespeople and telemarketers are viewed as some of the least honest and ethical professions Source: Gallup (http://www.gallup.com/poll/1654/honesty- ethics-professions.aspx)
- 7. HOW DOES THIS TRANSLATE TO PPC? @MilwaukeePPC #ConfluenceCon “Car salesmen” exist in all industries!
- 8. ALWAYS REMEMBER THE USER @MilwaukeePPC #ConfluenceCon Hurry! Spend thousands of dollars without thinking about it!
- 9. MOST LIKELY PEOPLE KNOW WHAT YOU DO @MilwaukeePPC #ConfluenceCon Okay we get it. You deal with fences.
- 10. WHO DO YOU CHOOSE? @MilwaukeePPC #ConfluenceCon Pure keyword headlines can lead to no clear winner.
- 11. 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!
- 12. WHAT ABOUT RELEVANCY? @MilwaukeePPC #ConfluenceCon
- 13. AGAIN…REMEMBER THE USER @MilwaukeePPC #ConfluenceCon …doesn’t click on your ads and convert. …people do.
- 14. ETAs ARE YOUR NEW BEST FRIEND @MilwaukeePPC #ConfluenceCon
- 15. GETTING THE USER TO COMMIT @MilwaukeePPC #ConfluenceCon
- 16. 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
- 17. CALLOUT EXTENSIONS HELP EXPLAIN WHY @MilwaukeePPC #ConfluenceCon
- 18. PRICE EXTENSIONS WHAT AND WHY @MilwaukeePPC #ConfluenceCon 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
- 19. THE AD EXTENSIONS REQUIRING EXTRA EFFORT @MilwaukeePPC #ConfluenceCon
- 20. SELLER RATINGS @MilwaukeePPC #ConfluenceCon “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
- 21. FEW PLACES GOOGLE COLLECTS SELLER RATINGS @MilwaukeePPC #ConfluenceCon Full List - https://goo.gl/Z8oZZI
- 22. CONSUMER RATINGS @MilwaukeePPC #ConfluenceCon “Have increased CTR up to 10%” – Google Source: http://goo.gl/V71k9A
- 23. REVIEW EXTENSIONS – NOT EASY @MilwaukeePPC #ConfluenceCon
- 24. REVIEW EXTENSIONS @MilwaukeePPC #ConfluenceCon “Review extensions can boost CTR by up to 10%” – Google Source: http://goo.gl/BH69ug
- 25. ECOMMERCE? ARE YOU A GOOGLE TRUSTED STORE? @MilwaukeePPC #ConfluenceCon Automatically get seller ratings and review extensions!
- 27. AVOID BEING WIKIPEDIA @MilwaukeePPC #ConfluenceCon Do you think someone searching for CNC machining needs to be explained what it is?
- 28. RELEVANT DOESN’T MEAN BORING @MilwaukeePPC #ConfluenceCon You can still be relevant while being simple and explaining “why.”
- 29. RELAY THE TRUST FROM AD TO LANDING PAGE @MilwaukeePPC #ConfluenceCon
- 30. SHOW WHY WITH PROOF POINTS @MilwaukeePPC #ConfluenceCon Notice how the proof points are surrounding the call-to- action.
- 31. WHERE ARE YOU GOING WITH THIS? @MilwaukeePPC #ConfluenceCon 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.
- 32. 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
- 33. PPC CAN HELP TEE UP LTV BUT… @MilwaukeePPC #ConfluenceCon YOU STILL NEED… 1. Quality product 2. Good customer service 3. Ongoing outreach/engagement 4. Ability to track exact customers
- 34. GO! USE PPC TO BUILD LIFELONG FANS! @MilwaukeePPC #ConfluenceCon Bosley Jarrett/Vanderbilt Hustler
- 35. THANK YOU! @MilwaukeePPC linkedin.com/in/joemartinezppc @MilwaukeePPC #ConfluenceCon I’ll be sharing the slides here…