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

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!

26. LANDING PAGES
@MilwaukeePPC #ConfluenceCon

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…