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- Social Proof In Search Ads - The Good, The Bad, and The Brilliant
Social Proof In Search Ads - The Good, The Bad, and The Brilliant
SERP Monster by blimpp - March 29, 2024
Elton Watley
March 29, 2024
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Hey there, SERP Monster slayers.
Let's talk about the power of social proof in search advertising.
But I’m not going to bore you with examples of generic social proof in action.
By generic, I mean:
“I love this product! - Sarah K.”
“Recommended by Experts”
“Every Editors’ Favorite [insert product type here]”
Nothing wrong with these of course in the sense that they are social proof signals - they’re just terribly bland and generic. A half-baked interpretation of the concept of social proof, if you will.
So in this edition of SERP monster, we’re going to find real-life ads in the wild - and show you exactly how to increase the social proof factor to 10, step-by-step.
But first, let’s jump into some background theory.
At its core, social proof is a bit like the saying “monkey see, monkey do.” It’s the idea that when we’re unsure about something, we look to others for cues on how to act. If everyone else is doing it, it must be the right thing to do.
This isn’t just a human quirk – it’s a survival instinct that dates back to our caveman days. Back then, conforming with the group was often a matter of life and death. If everyone else was running from a saber-toothed tiger, you’d have no choice but to be sprinting too.
Fast forward a few millennia, and that same instinct is still going strong. Only now, instead of predators, we’re navigating the wilds of purchasing decisions and social situations. And just like our prehistoric ancestors, we rely on social cues to guide us through the uncertainty.
And brands know this.
Social proof comes in all sorts of shapes and sizes, but specifically for search ads the below are most common:
Testimonials and reviews
User-generated content
Expert endorsements
Celebrity endorsements
Trust badges and certifications
There’s not one that generally performs better than others for search ads, but here’s a tip: try and keep to one type of social proof signal per ad when starting out. That way, you’ll quickly get a gauge of which signals resonate best with your audience, and can double-down from there.
So we’ve established that social proof is a powerful psychological force. But there are also rules to be mindful of when employing social proof tactics across your search ads.
You've seen something like it before – an ad that boldly declares, "Used by the world’s best dermatologists and facialists". But who are these so-called experts? Are they legitimate authorities in the field, or just a bunch of actors in lab coats?
Given word count limits, sometimes you have to be a bit vague in your ad headlines. That’s fine, as long as you can back up your vague statements in the ad descriptions.
For LYMA, they actually have some pretty impressive testimonials on their website, from legitimately respected names in the skincare industry. Use them.
Expert Endorsements: Position the claim as [expert] trusts [brand] to deliver [relevant outcome based on search query]. Double-down on this in the first description, so it’s absolutely clear what the claim is.
Celebrity Endorsements: Ideally, they’re a known quantity for your audience (in a good way). Even if they’re less well-known, they still add weight to the positioning of the ad.
Trust Badges & Certifications: LYMA are FDA-approved, backed by numerous clinical studies AND their device was featured by TIME Magazine as the Best Innovation of 2023. It’s unreal that they’re not talking about this in every piece of copy.
Generic expert claims can actually backfire, making your ad seem less credible and trustworthy. If you're going to use expert endorsements, make sure you follow up on the who (they are) and the why (they trust your product), tying it back nicely to the search query where possible (the relevant outcome).
You've seen it before - an ad that proudly proclaims “award-winning”, as if all awards are equal. Let me break it to Nutrafol: no one cares about award wins, unless:
The awarding body is relevant to and trusted by the reader
The award is recent (i.e in the last 18 months)
The award is specific to the product's category
The award is tied to specific benefits or results that the reader can expect to experience (i.e. best supplement for hair growth).
But assuming all these things stand - they can do a lot, lot better than this:
On a competitive SERP, you can expect to see "award-winning" bandied about at least 3 to 5 times. So it pays to be specific.
Trust Badges & Certifications: Showcase the number of awards, assuming that it’s a competitive USP.
Expert Endorsements: Don’t just claim ‘editor-approved’ - call them out by publication. Drop in a quote or award win where necessary.
Testimonials & Reviews: Use sitelinks to mix up the social proof signals: showcase before and afters, customer reviews and clinical studies where appropriate.
When it comes to social proof, vague statements don’t really cut it. You need to be explicit about the claim. Provide context and credibility. Showcase the specific award(s) you've won and underline they matter to your target audience.
"Scientifically proven!". "Backed by science!". These phrases are thrown around so often in ads that they've lost their impact. Without specific details about the scientific research or evidence, these claims can come across as hollow.
For example, take this ad from Seed Probiotics - if your label claim is that your product is backed by science, then show your receipts. Instead of a vague "science-backed" statement, provide specific details, like:
Type of trial: For example, double-blind, randomized, placebo-controlled clinical trials.
% Of Participants Positively Affected: For example, “78% of participants reported improved digestive regularity and reduced bloating”.
Duration of Trial: For example, an 8-week study.
Number of Participants: e.g. 300 women aged 30-65.
So here’s how we would crank up the science social proof signals on this one:
Expert Endorsements: Rather than the overused “Science-Backed” use “The Probiotic That Science Trusts”. It incorporates the product category (useful to have in a H1), and also implies that the product is trusted by the science community, as opposed to backed by some scientific studies. There’s a difference.
Trust Badge & Certifications: Show the science creds close up. Although ‘Clinically Proven” in the H3 is deliberately vague, we elaborate that it’s proven to improve digestion and cut bloating (in the first description), and then underline the type of clinical trial for good measure in the D2. Infinitely more descriptive of the rigorous process of becoming “science-backed”, than the original ad.
Another SERP Monster conquered - from “meh” to “mesmerising” in about 7 minutes of tweaking.
How To How To Use Social Proof In Search Ads
Used correctly, social proof can be a copywriter’s best friend. But where to begin?
The first step in crafting brilliant social proof ads is to take stock of your existing proof points. Make a list of all the testimonials, reviews, awards, expert endorsements, and other forms of social proof you have at your disposal. A Google Sheet is fine.
Don't worry if your list feels a bit sparse at first – you can always gather more proof points as you go. The key is to start with what you have and build from there.
Step 2: Evaluate and Prioritize Your Proof Points
Once you have your list of social proof assets, it's time to evaluate and prioritize them based on relevance, credibility, and impact. Ask yourself:
Which proof points are most relevant to my target audience and their pain points?
Which ones come from the most credible and authoritative sources?
Which ones pack the biggest punch in terms of demonstrating value and driving action?
Rank your proof points based on these criteria, and focus on taking the top contenders forward to your search ad campaigns.
Step 3: Craft Specific, Compelling Search Ad Copy
Now it's time to weave your chosen proof points into your search ad copy. The key here is to be specific and compelling – no vague or generic statements allowed!
For each proof point, ask yourself three things:
Is it relevant to people searching for X.
Is it believable?
Is it unique on the SERP? Or are there other brands with similar (or better) claims.
You can mix and match social proof signals, or you can have specific ad variants tied into specific signals - test both approaches to see what works best for your audience.
Don't limit your social proof to just your ad copy – use your ad extensions (and particularly sitelinks) to go deeper into each point.
For example, if your ad is based primarily on Testimonials and Reviews, then go deeper by using sitelinks to point to Before & Afters, positive customer stories and case studies, or video testimonials.
If it’s heavier on expert recommendations, then use sitelinks to direct to profiles of the ‘experts’, the recommendation or research process, or other expert signals, such as power quotes (i.e. "Best for Bloat" - Dr. Patel).
For ads more focused around Trust Badges and Certifications, use sitelinks to underline why those badges are important, as well as to highlight any clinical trial results that may be relevant (i.e. “78% Had Less Bloating”).
This may involve creating new pages for your site, but it’s worth it if it means that people will engage deeper with your stated social proof claims.
Step 5: Align Your Landing Pages
To create a seamless, trustworthy experience for audience, make sure your landing pages align with and reinforce the social proof featured in your ads.
This means:
Prominently displaying the same testimonials, awards, or endorsements from your ads
Providing more detailed information and context around your proof points
Featuring additional proof points that support and enhance your ad claims
Ensuring a consistent message and tone throughout your ad and landing page copy
You'll create a cohesive, compelling journey that builds two things - persuasiveness and intent.
Step 6: Test, Measure, and Optimize
Once your ads are live, keep a close eye on your performance metrics – especially your click-through rates, conversion rates, CACs etc.
Double-down on what’s working - it’s sometimes useful to structure ads by social proof type, and then go deeper into winning themes, experimenting with slightly different proof points and phrasing along the way.
Step 7: Always Be Listening
Brilliant social proof is not a one-and-done endeavor – it's a continuous process of gathering, evaluating, and applying proof points across your ad campaigns.
Make it a habit to regularly collect new testimonials, reviews, and endorsements. Keep an eye out for new awards, accolades, or media mentions that you can use in your ads. Put it all in the Google sheet mentioned in Step 1.
The Last Word
Crafting brilliant social proof ads isn’t hard, but it is work.
If you’ve a great product, fantastic - there’s probably no end of proof signals you can use.
If your social proof cupboard is looking a bit…bare - then work on improving the product and / or customer feedback first. There’s no point going live with lukewarm social proof, in a world where inflated claims are widespread.
Remember, ask three things: is it relevant; is it believable; is it unique. If you can say “yes” to those, then you could have a winning angle on your hands.
And that’s another SERP Monster slayed.
Hope you found it useful!
Cheers,
Elton
Social Proof Mistakes To Avoid