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No matter how creative and convincing your marketing can get, when you are trying to sell to someone, they sense they are being sold to. Maybe they are primed for that sale and ready to buy, or maybe not.
On the flip side, someone telling a story about their experience with a brand and recommending it is a lot more convincing, especially when they aren’t paid to do it.
Testimonial examples can boost the social proof in your paid ad campaigns, adding authenticity to your online marketing. Adding recommendations from your customers or clients into your digital ads can help them stand out from the competition, stop people from scrolling by, and encourage users to click through to learn more about your brand.
Why Are Testimonial Examples Important in Paid Ad Campaigns?
With all these constraints and necessities, you may be tempted to lean into the direct sell as you build your paid ad campaign. You may want to get to the heart of things and tell people why you are amazing and why they should buy (and where).
There are also a lot of reasons to slow down and think about incorporating testimonial examples into your paid ads.
Below are four reasons to incorporate customer reviews in your paid campaigns.
1. Testimonial Examples Improve Credibility
Whether your product works better than anyone else’s, or your prices just can’t be beaten, a skeptical customer is always going to wonder if it’s too good to be true when they see your ad. If they haven’t heard of you, they may wonder what you’re all about.
They might click to read more and explore, but maybe they’ll just assume you aren’t legit and keep scrolling past your ad.
Testimonial examples can change all that by adding credibility to your ad and your brand. Suddenly, there’s some proof you’re worth it.
2. Testimonial Examples Set the Stage for Great Customer Relationships
Customer service is a critical element for many buyers. In fact, Microsoft reports that as many as 90 percent of consumers consider customer service when thinking about working with a company.
It’s not just about a good product at a reasonable price; customers want to know they will be supported if they have questions about your product or service.
Testimonial examples give you a chance to share happy customers’ best experiences. They can speak to the customer service they interacted with or the overall experience working with your brand. This can help make potential customers feel more confident in their decision to use your brand.
3. Testimonial Examples Show Authenticity
People feel sold to all day and are always on the lookout for real authenticity. An Edelman report shows that nearly three-quarters of consumers actively try to avoid ads.
Testimonial examples give you the chance to tell real stories about real experiences. People love hearing stories, and when they feel connected to them, they may be more emotionally inclined to work with you.
4. Testimonial Examples Increase Conversions
While all the above reasons are great psychological reasons for using testimonials in your paid campaigns, at the end of the day, your marketing is about making more sales for your brand. Your paid ads should be designed to convert.
When people feel more confident about your offerings and feel an authentic connection with your brand, they are more likely to click through your ad and get to your landing page or website. From there, they are more likely to learn more and eventually make that sale. In fact, a VWO study found that using testimonials increased sales by 34 percent.
When it comes down to it, one of the best reasons to add testimonial examples to your ads is to make more sales.
How to Use Testimonial Examples in Paid Ads
Is it time to start incorporating testimonial examples into your paid ads? There are different ways to do this, but let’s talk about the high-level considerations for getting those testimonials into your ads.
1. Incorporate High-Quality Images
A photo of your product or people interacting with your product (with a quote incorporated in it) is a great way to get started with testimonials in your ads.
Make sure you use a high-quality image with a testimonial quote that is short and easy to read and grabs a buyer’s attention quickly. You want people to “get it” immediately.
Another way to use images to showcase your testimonials is a screenshot of reviews or star ratings from your website. Again, make sure you have the highest quality image you can so buyers don’t strain to read or struggle to understand what you’re trying to convey. Keep it simple.
More about this below, but remember to make sure you have legal rights to the reviews you are sharing. You can’t just go and copy them from anywhere without the consent of the reviewer.
2. Experiment With Different Formats
Testimonials from your happy customers can come in a lot of different formats. They might be text quotes, full case studies, or video testimonials.
As you build your marketing campaign funnel, you can experiment with different formats and integrate different types of testimonial examples throughout the various touchpoints of your ads.
For instance, you can use a simple, short quote in the images or text of your digital ads. That introductory text should really deliver a punch such as “This product changed my life” or “I couldn’t do my work without this service.”
You may want it to be pithy and draw the readers’ attention so they are interested in reading more.
You could also use video interviews or testimonials from customers or clients who love what you do. Even as these are more interactive and engaging, they should still be short and sweet, grabbing the viewers’ attention quickly.
3. Decide What Narrative You Want to Share
Carefully consider what kind of story you want your testimonial examples to share. Of course, they should be positive endorsements, but you will want to figure out the angle you want your testimonials to take.
They should be more nuanced than just “it’s a great product” or “you should buy it.”
Make sure your testimonial examples are framed around a compelling reason. Why is your product different from others? Why are your happy customers actually happy? Why would they want to tell others?
Imagine your customers talking to their best friends. What’s the reason they endorse your product? What brought it up in their conversation in the first place, and why are they excited to talk about it?
Especially if you decide to try some A/B testing or a variety of ad types to see what works best, building all your ads around a single narrative can help keep everything cohesive, improving the chances you connect with and convert your customers.
4. Make It Conversational
Testimonial examples in your ads can be a way to engage with your customers rather than just speaking at them. Keeping the tone of the ad approachable and conversational can add to the authentic nature of your message.
Maintaining a human touch is the key to this kind of message. Make sure it sounds like friends talking together, not a keynote presentation or a car salesperson.
One way to do this is to incorporate user-generated content, such as videos or photos. This kind of content brings honesty and a genuine feel to your ads.
Be careful to watch that narrative, as we discussed above, to ensure your message isn’t muddled. By setting those parameters for the message you are trying to convey, you can filter which user-generated content will be best for your paid ads.
5. Lead From the Ad to the Page
Keep the whole customer journey in mind as you put together your paid campaign using your testimonial examples. Remember that it’s not just about the ad; it’s about where they go next and what they will do once they get there.
You can use your ad to build intrigue and interest, then continue that story on the page you send them to.
Start with a short testimonial quote, an image of the customer sharing the testimonial, a quick video clip, or another snapshot that is going to get people interested.
Maybe it starts with a question such as, “How did this product change my life?” Perhaps it contains the first part of a testimonial and includes a CTA to tell the reader to click to hear the rest.
Your next step is to deliver. On the page, make sure you tell the next part in written text, graphics, a longer video, or a case study.
Don’t forget to make it easy to close the sale by including a buy link or another way to capture their information.
6. Don’t Overlook the Legalities
There are a lot of legal regulations surrounding how you use testimonials. This isn’t legal advice, and you should consult an attorney if you have specific questions. However, there are a few things to consider as you use testimonials in your ads.
- Make sure you have permission from the people whose testimonials you are using. Don’t just cut and paste a great review you find out there.
- Reach out and make sure the customer gives you written permission to use the review for marketing purposes. You can also include this information on your website or other places you are collecting reviews so customers aren’t surprised, but you should still get that permission.
- Ensure your testimonials are accurate and typical for most buyers. In other words, don’t exaggerate or oversell using testimonials. Let’s be honest: this isn’t just about the legalities. It’s also the right thing to do. Your testimonials should be about honesty and authenticity.
2 Great Testimonial Examples
Are you still wondering what testimonial examples look like in a paid campaign? Here are a couple of examples to get you started:
Using a real review from a user of their coffee subscription services, this Peet’s Coffee Facebook ad catches your eye with its simplicity and the star bar.
It puts a positive review of the subscription service right in front of you. The review retains a bit of authenticity as well with the exclamations and random capitalizations. It isn’t “cleaned up,” so to speak.
The rest of the ad continues with specifics about the services and a quick video overview. Starting with the review, it draws you in to learn more about what makes Renee so happy.
This Fabletics Facebook ad showcases a series of quick testimonial video snippets from happy wearers of their products. It’s instant proof these pants do what they’re advertised to do. They also show people actually wearing the pants, which is an added layer of authenticity.
You’ll notice the line on the bottom of the video that reminds people these people were compensated for the use of their reviews.
As you gather reviews from your customers, it may be time to start thinking about how you can incorporate them into your paid ad campaigns. Paid internet advertising can help you find your ideal audience and connect your brand with what your audience is looking for.
By setting up testimonial ads, you can bring social proof and realness to your brand, encouraging your audience to click to learn more and convert to customers.
Creating and maintaining your paid campaigns may be overwhelming to some. If that’s true for you, we can help. Our team of experts specializes in paid ads, as well as SEO and content marketing.
How will you be using testimonial examples in your next paid ad campaign?
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Everyone talks about algorithm updates, but Google does a
whole lot more than adjust algorithms.
Some of the moves they are making are really going to impact
your marketing efforts.
So, what are these non-algorithm changes?
Well before I get into them, keep in mind that you aren’t
going to like some of them, and that’s ok. Instead, I want you to focus your
energy on how you can leverage these changes before your competition.
Let’s get started…
Change #1: Google executives are big on “ambient
If you aren’t familiar with the concept of ambient computing,
here’s a quick definition:
Ambient computing is a term that encompasses many different concepts. At its core, it is the combination of hardware, software, user experience, and machine/human interaction and learning, all of these things becoming the idea of using a computer or internet-enabled device, without necessarily consciously using it.
In other words, Google wants you to use them 24/7 no matter
where you are or what you are doing. They are doing this by integrating
Whether it is Nest, Android devices, Chromebooks, smartwatches, Google Home, or anything else they can drum up.
Because their mission is to spread the usage of all Google
related products, it will eventually open up new ways for you to drive traffic
An obvious example is to create apps on mobile devices that
work on Android phones. Uber, Netflix, and Candy Crush are all examples of apps
that work on Android devices.
You already know about apps, but I bet you don’t have one.
Of course, a lot of those devices are old or in landfills. But still, there aren’t that many apps for how many mobile devices that exist. Especially when you consider that there are over 1,518,207,414 websites.
In other words, there are 759 times more websites than
apps, so consider creating one. 😉
If you don’t know how you can always use services like Build Fire.
And in addition to apps, you’ll need to start looking at generating traffic through all voice devices. Phones, watches, and even the smart home assistants that Google is creating leverage voice search.
Using tools like Jetson.ai
will help you create a voice version of your website so you can collect sales
If you don’t think voice search is that important, 50% of searches are now voice-based.
Again, just like an app, I bet you don’t a voice search version of your website.
Question is, are you going to create one first or is your competition?
Change #2: Future generations are more likely to be
hooked on Google devices
Do you have a Chromebook? Chances are you
But if you have kids, or nieces or nephews, ask them if they
have ever used a Chromebook.
Just look at the percentages
of schools that use Chromebooks.
In some countries like the United States, 60% of the schools
That’s a ridiculously high percentage.
Apple has also been trying to penetrate classrooms, but they
haven’t been having the same success as Google.
All this means is that kids are going to grow up using
Google devices and fall into their ecosystem.
Sure, social sites like Instagram, Tiktok, or whatever else is new will always be popular, but the chances are these young kids will get to those sites using a Google device.
Even though Google isn’t as sexy as it once was, you shouldn’t
take it for granted. It’s not going anywhere, and future generations will
continue to leverage them. Just don’t drop your eye on Google and you’ll be
Change #3: Expect Google to buy someone big in the
When you think of ecommerce, what name comes to mind?
I bet you are thinking of Amazon.
We all use Amazon and, of course, every major tech company wants a slice of the ecommerce market.
Even when I’m using a search engine to find something to
buy, I usually click on an Amazon listing because we all love their Prime
As consumers, we are just trained to go to Amazon to buy stuff.
And if you aren’t going to Amazon, you are probably going to Walmart or one of their online stores that they own all around the world.
To make matters worse, Walmart has removed all of its products from Google Shopping.
Google hasn’t made any big ecommerce or commerce purchases in general but you can expect that to change.
They may decide to buy a grocery delivery company like Instacart, but knowing them, I believe they will stick with the software, just like most things that they are doing.
Expect them to go after Amazon by helping people create
their own ecommerce site. Whether it is through a Shopify
acquisition or Bigcommerce or any other
platform out there, they want to own the ecommerce market.
It’s going to be too tough to go head-on with Amazon, and that’s I think they will take a different route and go after a platform like Shopify.
If you are selling products online you should, of course, be on Amazon, but don’t rely on them. Make sure you have your own website and look to see what platform play Google makes as you may eventually want to consider moving over to whatever they buy.
Change #4: Google will dominate the hardware industry
And no, I don’t mean they are going to create something
better than an iPad or an iPhone.
Apple, at its core, is a hardware company and they are clearly the winner when it comes to producing amazing devices that we use. But there is a big issue with Apple devices and even Samsung devices.
They are expensive.
If you want to buy a brand new iPhone, expect to drop $699 for the lowest model.
Google, on the other hand, does have high-end devices, but they also try and produce affordable devices. They also let other manufacturers use their operating system for their phones.
Their goal isn’t to make the most money per phone. Their goal is to get everyone in the world using their hardware.
Because that means they are collecting more data and that allows them to generate the most amount of money from advertising because all of these devices drive people to their search engine that is filled with ads.
It’s a pretty smart move.
I highly recommend that you watch this…
They aren’t just using this strategy with their phones, they
are trying to make all of their products affordable. That way people all over
the world can afford them.
Because if you live in places like Brazil or India, Apple
devices are too expensive, which leads people to choose a Google device.
Less than 5% of the world lives in the United States… the money is in the global markets.
If you are debating which platform to build on, consider Google, even if it isn’t the sexist due to sheer volume. Android’s market share is roughly 87% because of its affordable hardware and partnerships.
Change #5: Expect Google Ads to go offline
Right now you mainly see ads on their search engine.
Yes, you will also find ads on some of their other properties like Maps, but expect them to be everywhere.
For the first time, the 2019 digital ad spend overtook traditional ad dollars in the United States.
But still, ad dollars offline is more than a hundred billion-dollar industry, and that’s just in the United States.
Over the next few years, I bet you’ll see Google dip into offline advertising.
Just think of it this way. Google owns Waymo, a self-driving Uber type of service that is growing fast in popularity.
They have data from the Google devices in your home and the watch on your wrist and they know where you going through Waymo… essentially, they have more data on you than anyone else.
Heck, they are even starting to offer checking
With all of that data, who better to serve you offline ads?
They’ll be able to target people better and make them more relevant.
This will also increase the value (cost) of offline ads as
well as online ads in the long run.
Change #6: Search results won’t look the same in the
You are probably going to hate this change the most, but it
will also make their search engine more usable.
They are testing a lot of different ad types.
For example, as a business, you can collect leads through Google.
And eventually, you’ll just be able to book a hotel room right on their search engine without going to the hotel’s website.
The same will happen with mortgages, auto insurance, and many more industries.
This doesn’t mean that SEO will be dead or no one will go to
your site from search engines, it just means you will have to adapt.
For example, you can create educational-based content, rank highly, and when people land on your website, you can convert them through sales funnels.
You can also use tools like Hello
Bar to create sliders and popups to drive visitors to your money pages.
The future isn’t going to look the same. Companies like
Tesla aren’t the only ones who are innovating, most big companies are.
Don’t expect Google to just stay the same and not adapt just
like every other tech company is trying to do.
It’s the only way to stay ahead and win.
As marketers and entrepreneurs, Google won’t be the only one
disrupting how you are growing your sales and traffic. But instead of getting
upset or complaining, accept it.
Be productive with your time and focus on adapting. Because
when you are adapting while your competition is complaining, you’ll win.
What other changes do you see Google making in the