Paid search and performance ads (PPC) are non-negotiable for any modern performance marketer: they drive precise traffic, quick results and measurable ROI. At the same time, audiences are increasingly skeptical of ads. In fact, a recent Trustpilot report found “96% of consumers do not trust ads anymore”. By contrast, Nielsen surveys repeatedly show people trust personal recommendations far more than ads (around 89–92% say they most trust word-of-mouth).
The key is not to abandon PPC but to bridge the trust gap by pairing it with credibility signals from earned media. In practice, that means running your PPC campaigns and featuring third-party coverage (magazine interviews, press mentions, reviews) on your landing pages and creative – so prospects arrive primed to trust your brand.
PPC: The Foundation of Performance Marketing
PPC remains the fastest, most trackable way to get qualified traffic. It offers “precision and speed,” targeting customers by keyword, location and intent. Performance teams rely on PPC to scale growth: every click is measurable, and budgets can be flexibly adjusted. In short, PPC is foundational.
Marketers shouldn’t view earned media as a substitute, but rather as a multiplier of PPC’s impact. As industry experts note, paid ads and earned coverage serve different roles: “Paid media offers precision and speed, while earned media delivers authenticity and lasting impact”. Together they create a balanced strategy.
The Trust Gap in Digital Ads
One challenge with PPC/paid ads is credibility. Because ads are paid messages, many users tune them out or distrust them. Nielsen found that traditional ads score lowest on trust – while earned sources (like recommendations and editorial content) sit at the high end of the trust spectrum. For example, 89% of people globally say they trust recommendations from people they know more than any other channel. Similarly, Trustpilot reports 96% of consumers reject ads outright. This trust deficit can directly hurt PPC results: if landing pages feel “ad-like” with no third-party validation, conversion rates suffer.
To address this, performance teams should layer in trust signals. Simple actions like proofreading your page (to avoid mistakes that erode legitimacy) and showing security badges are well-known conversions best-practices. More strategically, marketers can display third-party endorsements on the very pages PPC drives traffic to.
For instance, the digital marketing agency DAC recommends adding trust indicators such as “testimonials” and “press mentions” on landing pages to reassure visitors. In other words, when an ad brings a prospect to a site that also shows “As featured in [Alltech Magazine]” or real customer reviews, it increases confidence. One recent study illustrates this point: just a 0.1-point increase in average star rating (say from 4.3 to 4.4 stars) boosted business conversion by 25%. In practice, earned media (press/ratings) are among the most powerful trust signals for boosting conversion.
By itself PPC drives clicks, but landing pages need credibility. Featuring earned media (like interviews or press mentions) on landing pages acts as a strong trust signal. As CrazyEgg notes, adding an “As Seen In” section lets users “verify that other people in the industry know about—and talk about—your brand” (links to the actual articles make it even more convincing). In one example, budgeting software YNAB lists media logos on its site; clicking each logo takes visitors to the original article, quickly proving “the brand is legit”. Similarly, DAC’s landing page advice explicitly includes “press mentions” among key trust-builders. In practice, adding these social-proof elements – media badges, influencer shout-outs, certified reviews – can significantly lift your PPC campaign ROI by reducing visitor hesitation.
Earned Media: A Potent Credibility Booster
“Earned media” means editorial coverage, interviews, reviews and user-generated endorsements – basically, any exposure you didn’t pay for. Its power lies in authenticity: third-party stories aren’t perceived as biased the way ads are. For example, Nielsen research shows that putting social context into ads (like displaying which friends liked a page on Facebook) dramatically increases ad effectiveness – simply because it borrows that credibility. Extending this concept, getting featured in a respected trade magazine or industry blog can similarly transfer trust. A Mintel analysis found that consumers nowadays “seek third-party validation more than ever when making an online purchase,” echoing the 96% statistic from Trustpilot. BrightLocal also confirms 76% of consumers regularly read reviews before buying – another form of earned media and social proof.
When performance marketers view earned coverage as an asset that keeps paying dividends, they find creative ways to tie it to PPC. For instance, snippets of magazine interviews or expert quotes can be repurposed into ad copy or landing page headings (“As featured in [Industry Publication such as Alltech Magazine]”).
Those familiar “As seen on” badges are more than decoration – they’re trust certificates. A practical tip: use PPC ads to send audiences to a landing page that showcases your brand’s recognition (e.g. a quote box from the interview or a logo carousel of media outlets). This not only validates the ad’s promise but also creates a cohesive narrative. As Nielsen advises, don’t abandon paid media – rather make it “work harder” by linking it to owned and earned channels. For example, mention on your landing page or in remarketing ads that “our CEO was interviewed by [Alltech Magazine]” to immediately boost authority.
CommitAgency highlights that paid and earned “together, [create] a balanced approach to growing your brand”. In practice, most high-performing campaigns now mix data-driven ads with high-ROI earned tactics like PR features or influencer endorsements. Rather than viewing them as competitors, savvy teams see PPC and earned media as complementary: “Paid media offers precision…earned media delivers authenticity”.
Practical Takeaways for Performance Marketers
- Embed Third-Party Logos: On your landing pages and emails, include logos or badges of media outlets and review sites where you’ve been featured. CrazyEgg suggests linking each logo to the actual coverage so users can verify it themselves. This “as seen in” section instantly validates your brand.
- Use Quotes and Reviews: Pull a standout quote from an interview or a customer review into your PPC ads or page copy. Real stories build empathy and trust. Nielsen data confirms word-of-mouth and recommendations are trusted far above paid ads, so let those voices speak in your messaging.
- Optimize Landing Pages for Trust: Follow landing-page best practices: align ad headline and content, eliminate distractions, and highlight security/privacy badges. Make sure customer support info is visible (people trust that someone is there to help). A simple trust symbol (SSL seal, BBB badge, etc.) near the call-to-action can address conversion hesitations.
- Coordinate Timing: If you secure a press feature or interview, time your PPC push around that content. For example, run campaigns highlighting your expert article or video interview. When prospects see your ad and find a recent media story on your site, it reinforces their interest.
- Measure and Iterate: Track conversion lift when adding trust elements. Even small wins (like a 0.1 increase in review rating) can raise conversions by ~25%. A/B test versions of landing pages with/without the earned media snippets to quantify the impact on your CPA.
Conclusion
For large-scale marketers, the smartest strategy is both–and, not either-or. PPC continues to be the workhorse for immediate traffic, but its power is amplified when paired with the credibility of earned media. By combining paid ads with press features, reviews and expert content, performance teams can achieve higher trust and lower cost-per-acquisition. In short, don’t see PR-style media coverage as competition to PPC – see it as a force multiplier. As Nielsen’s marketing insights put it, paid, owned and earned media aren’t mutually exclusive but “can work together to improve trust and deliver better results”. Embrace this synergy, and you’ll turn more clicks into customers.
