Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
TRUST-BASED PPC
STOP 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 MARTINE...
REMEMBER DOMINO’S PIZZA BEFORE 2009?
@MilwaukeePPC #ConfluenceCon
2009 =
1.The food sucked
2.Gross employee video went
vir...
DOMINO’S $75 MILLION TRUST CAMPAIGN
@MilwaukeePPC #ConfluenceCon
“Winning
trust is
still a
major
focus.”
- 2009 Forbes int...
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 t...
HOW DOES THIS TRANSLATE TO PPC?
@MilwaukeePPC #ConfluenceCon
“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 ...
WHAT ABOUT RELEVANCY?
@MilwaukeePPC #ConfluenceCon
AGAIN…REMEMBER THE USER
@MilwaukeePPC #ConfluenceCon
…doesn’t click on your ads and convert.
…people do.
ETAs ARE YOUR NEW BEST FRIEND
@MilwaukeePPC #ConfluenceCon
GETTING THE USER TO COMMIT
@MilwaukeePPC #ConfluenceCon
NINE GATES TO CUSTOMER COMMITMENT
@MilwaukeePPC #ConfluenceCon
• Are you “for real?” –
Authenticity
• Are you telling me t...
CALLOUT EXTENSIONS HELP EXPLAIN WHY
@MilwaukeePPC #ConfluenceCon
PRICE EXTENSIONS WHAT AND WHY
@MilwaukeePPC #ConfluenceCon
If you have the
best prices,
showcase them
on mobile.
Image Sou...
THE AD EXTENSIONS REQUIRING EXTRA EFFORT
@MilwaukeePPC #ConfluenceCon
SELLER RATINGS
@MilwaukeePPC #ConfluenceCon
“Ads with Seller Ratings get a 17% higher CTR than the same
ads without rating...
FEW PLACES GOOGLE COLLECTS SELLER RATINGS
@MilwaukeePPC #ConfluenceCon
Full List - https://goo.gl/Z8oZZI
CONSUMER RATINGS
@MilwaukeePPC #ConfluenceCon
“Have increased CTR up to 10%” – Google
Source: http://goo.gl/V71k9A
REVIEW EXTENSIONS – NOT EASY
@MilwaukeePPC #ConfluenceCon
REVIEW EXTENSIONS
@MilwaukeePPC #ConfluenceCon
“Review extensions can boost CTR by up to
10%” – Google
Source: http://goo....
ECOMMERCE? ARE YOU A GOOGLE TRUSTED STORE?
@MilwaukeePPC #ConfluenceCon
Automatically get seller ratings
and review extens...
LANDING PAGES
@MilwaukeePPC #ConfluenceCon
AVOID BEING WIKIPEDIA
@MilwaukeePPC #ConfluenceCon
Do you think
someone
searching for
CNC
machining
needs to be
explained
...
RELEVANT DOESN’T MEAN BORING
@MilwaukeePPC #ConfluenceCon
You can still
be relevant
while being
simple and
explaining
“why...
RELAY THE TRUST FROM AD TO LANDING PAGE
@MilwaukeePPC #ConfluenceCon
SHOW WHY WITH PROOF POINTS
@MilwaukeePPC #ConfluenceCon
Notice how
the proof
points are
surrounding
the call-to-
action.
WHERE ARE YOU GOING WITH THIS?
@MilwaukeePPC #ConfluenceCon
Source: http://www.superoffice.com/blog/grow-sales-revenue-wit...
BRAND BUILDING IS WHERE IT’S AT!
@MilwaukeePPC #ConfluenceCon
Source: https://moz.com/blog/10-cro-truth-bombs-that-will-ch...
PPC CAN HELP TEE UP LTV BUT…
@MilwaukeePPC #ConfluenceCon
YOU STILL NEED…
1. Quality product
2. Good customer service
3. O...
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…
Upcoming SlideShare
Loading in …5
×

Trust-Based PPC: Stop Explaining What. Start Proving Why

282 views

Published on

My presentation for Confluence Conference 2016. Originally presented live on 9/23/16 at Will Rogers Theater in Oklahoma City, OK.

Published in: Marketing
  • Be the first to comment

Trust-Based PPC: Stop Explaining What. Start Proving Why

  1. 1. TRUST-BASED PPC STOP EXPLAINING WHAT. START PROVING WHY. Tom Merton/Getty Images
  2. 2. • Senior Manager, Paid Media & Community - Granular • 2016 Top 5 Rising Star – PPC Hero • Written for… HI. I’M JOE MARTINEZ @MilwaukeePPC #ConfluenceCon
  3. 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. 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. 5. DOMINO’S STOCK AFTER TRUST CAMPAIGN @MilwaukeePPC #ConfluenceCon 2009 2016
  6. 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. 7. HOW DOES THIS TRANSLATE TO PPC? @MilwaukeePPC #ConfluenceCon “Car salesmen” exist in all industries!
  8. 8. ALWAYS REMEMBER THE USER @MilwaukeePPC #ConfluenceCon Hurry! Spend thousands of dollars without thinking about it!
  9. 9. MOST LIKELY PEOPLE KNOW WHAT YOU DO @MilwaukeePPC #ConfluenceCon Okay we get it. You deal with fences.
  10. 10. WHO DO YOU CHOOSE? @MilwaukeePPC #ConfluenceCon Pure keyword headlines can lead to no clear winner.
  11. 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. 12. WHAT ABOUT RELEVANCY? @MilwaukeePPC #ConfluenceCon
  13. 13. AGAIN…REMEMBER THE USER @MilwaukeePPC #ConfluenceCon …doesn’t click on your ads and convert. …people do.
  14. 14. ETAs ARE YOUR NEW BEST FRIEND @MilwaukeePPC #ConfluenceCon
  15. 15. GETTING THE USER TO COMMIT @MilwaukeePPC #ConfluenceCon
  16. 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. 17. CALLOUT EXTENSIONS HELP EXPLAIN WHY @MilwaukeePPC #ConfluenceCon
  18. 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. 19. THE AD EXTENSIONS REQUIRING EXTRA EFFORT @MilwaukeePPC #ConfluenceCon
  20. 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. 21. FEW PLACES GOOGLE COLLECTS SELLER RATINGS @MilwaukeePPC #ConfluenceCon Full List - https://goo.gl/Z8oZZI
  22. 22. CONSUMER RATINGS @MilwaukeePPC #ConfluenceCon “Have increased CTR up to 10%” – Google Source: http://goo.gl/V71k9A
  23. 23. REVIEW EXTENSIONS – NOT EASY @MilwaukeePPC #ConfluenceCon
  24. 24. REVIEW EXTENSIONS @MilwaukeePPC #ConfluenceCon “Review extensions can boost CTR by up to 10%” – Google Source: http://goo.gl/BH69ug
  25. 25. ECOMMERCE? ARE YOU A GOOGLE TRUSTED STORE? @MilwaukeePPC #ConfluenceCon Automatically get seller ratings and review extensions!
  26. 26. LANDING PAGES @MilwaukeePPC #ConfluenceCon
  27. 27. AVOID BEING WIKIPEDIA @MilwaukeePPC #ConfluenceCon Do you think someone searching for CNC machining needs to be explained what it is?
  28. 28. RELEVANT DOESN’T MEAN BORING @MilwaukeePPC #ConfluenceCon You can still be relevant while being simple and explaining “why.”
  29. 29. RELAY THE TRUST FROM AD TO LANDING PAGE @MilwaukeePPC #ConfluenceCon
  30. 30. SHOW WHY WITH PROOF POINTS @MilwaukeePPC #ConfluenceCon Notice how the proof points are surrounding the call-to- action.
  31. 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. 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. 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. 34. GO! USE PPC TO BUILD LIFELONG FANS! @MilwaukeePPC #ConfluenceCon Bosley Jarrett/Vanderbilt Hustler
  35. 35. THANK YOU! @MilwaukeePPC linkedin.com/in/joemartinezppc @MilwaukeePPC #ConfluenceCon I’ll be sharing the slides here…

×