Ethical PPC ads boost brand credibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 10, 2021, 3:53 AM UTC

Practice Google’s EAT (Expertise, Authoritativeness, Trustworthiness) guidelines to craft ethical PPC ads.

Following business ethics principles like values, honesty, fairness, and social responsibility while executing PPC campaigns builds consumer relationships and trust. Avoid promoting misleading products using misinformation or high-traffic irrelevant keywords, since exaggerated benefits can harm the credibility and lower consumer trust.

Include genuine and credible links in PPC messaging aligning with landing pages, to safeguard brand integrity and avoid being taken down by Google. Considering market factors, competitor pricing, availability, and being transparent about costs and discounts can help brands practice ethical pricing in PPC ads.

Following Google’s search evaluator and EAT guidelines can help companies create original PPC ad copies, without plagiarising other ad copies. Ensure PPC ads aren’t exploited for click fraud to artificially boost quality score or drain competitors’ ad budget, as this practice is unethical.

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