How to Use Social Proof to Increase your PPC Ads Results

01 February 2017

How to Use Social Proof to Increase your PPC Ads Results

In the pre-Internet days, word-of-mouth recommendations were the most valuable way to convince potential customers to engage with a company. In the internet age, the digital equivalent is known as social proof and it comes in various forms, from likes and shares to user reviews. Incorporating elements of social proof into your PPC ads can really give a boost to your results.

Here are some ideas for doing so:

Include testimonials/reviews

There are two ways to leverage reviews and you can use both, just as long as you stick with the golden rule of “short and sweet”. The first is to show overall statistics, e.g. 4.5 stars from 145 user reviews; the second is to include a specific review. For sake of brevity, it is often best to stick with a title, rather than including the full text.

Giving overall statistics provides the reassurance that the positive opinion of the product is widespread, while showing a particular review helps to add extra authenticity.

Always remember that the key to social proof is letting other people do the talking, so resist the temptation to reference your great reviews. You can finesse this by adjusting your adverts depending on whether or not the customer has visited your site before. If they’re completely new to you, show reviews of your top-selling products/services, whereas if they already have some knowledge of your company, reel them in with reviews of the great customer service you provide.

Team up with authority figures

There are basically two kinds of authority figures: industry experts and celebrities, and both of these terms can be interpreted fairly loosely. Realistically, big companies with big budgets can spend big money on getting their products and services endorsed by key players, whether that means people with renowned expertise or famous faces. Smaller companies need to get a bit more creative, but there are still plenty of opportunities out there.

For example, while the major social influencers in any niche might expect significant recompense for even mentioning a company name, let alone endorsing it, new influencers are coming forward all the time and could well be interested in forming a meaningful, long-term partnership.

Likewise, while A-list celebrity endorsements might be well out of your budget, “local heroes” could be great ambassadors for your brand. You might look for someone who is well known in a particular geographical area or someone who has a specific online niche and an engaged following (engagement is at least as important as raw numbers).

The key point is that they appeal to your target audience.

Collect relevant media references

It’s great if the media references your business and it can be worth pursuing that valuable publicity. But, even if they don’t, you can still make use of articles that relate to your industry. For example, if your business relates to natural beauty products, you can make a point of looking for articles on the topic of natural beauty and, in particular, articles on the benefits of the key ingredients in your products.

You could also look out for articles highlighting the environmental benefits of using natural beauty products as opposed to ones manufactured using a lot of chemicals and feature these.