4 strategies to integrate PPC and email for better results

Have your digital marketing conversions hit a plateau? You know
what to do with your pay-per-click campaigns to get more traffic to your site.
And you know how to use email marketing to nurture potential leads. But have
you ever thought about how you could amplify your results by combining the two
channels?

Truth is, success depends
on more than optimizing each digital marketing channel in isolation. Generating
a killer ROI is all about integrating channels, from search to chat, display,
video, email, and even offline.

Combining email and PPC is
an easy place to start. 

Email marketing is still
one of the best-performing online marketing tactics, regularly outperforming Facebook or Twitter by
40X and generating $38 for every $1 spent.

At the same time, Google Ads are brilliant for brand exposure –
they can improve brand awareness by as much as 80%. Businesses make an average
of $2 for every $1 they spend, according to Google.

So, it makes sense to create a strategy that uses email and PPC
advertising in tandem to yield incredible conversions and an ROI worth shouting
about.

Read this post and we’ll show you four actionable strategies how.

Test your strategies using PPC

Did you know that almost 50% of recipients open an email based
solely on the subject line? (OptinMonster)

The more compelling your subject line is, the more people will
actually read your email.

The higher your open rate is, the more people will click
through on your offers and actually convert.

So how do you create a subject line that gets opened
and a call to action that converts?

That’s
where your PPC ads come in.

Use
your PPC ads to test your calls to action,
subject lines, copy, and offers BEFORE you use them for email campaigns.

Create two PPC ad campaigns using your email CTA or subject
line and see which gets more clicks.

Try one subject line to evoke FOMO (fear of missing out), with words like ‘urgent’, ‘important’, or ‘limited offer’:

The other could be tapping into their pain-points, like this one:

Let the campaigns run for at least a few days and see which one
performs better.

A simple A/B test gives you visible results without risking
email unsubscribes, making it a low-risk strategy. You won’t be wasting PPC
budget either, because you can monitor the results and quickly change things if
the test doesn’t yield good results.  

It works the other way, too. Track the subject lines that win the greatest engagement and use them to create your paid search ads.

Use email to remarket with pay-per-click ads

Studies show that 72% of online shoppers abandon their cart
before making a purchase. But one in four of them will return to complete their
purchase later – if they are retargeted.

Bottom line – if you want
to turbocharge the conversions you’re getting through marketing, your funnel must include
retargeting. This means monitoring your customers’ behavior and using what you
know to push them back to your site.

If someone has already shown interest in your brand by opting
into your emails, they are far more likely to convert than a ‘cold’ audience.

Run retargeting ads on Google Ads for people who have already
clicked links in your emails.

Let’s say they clicked on a link to a certain product or offer, you can display relevant ads when they visit other sites.

Grow your email list with PPC

Do you know one of the biggest challenges in email marketing?
Maintaining and growing a list of interested and highly qualified leads.

One easy way to do this is to include a subscriber form on your
website. So how do you get people to the signup form in the first place?

PPC ads.

Think about it – your PPC ads attract clicks from searchers who
are actively looking for products or
services you offer.

So, when they click on a PPC ad, you need to direct them to a
landing page that includes a way for you to stay in contact with these
prospects – even if they aren’t yet ready to make a purchase.

See how this one gets it right:

And one from Krispy Kreme that offers a free doughnut when you subscribe (who can resist that?!):

Upload your email lists to run personalized PPC ads

Squeezing the best results from your marketing budget is all
about customizing your campaigns.

It’s no secret that email best practice is to personalize your emails. Whether you send them an offer relating to their buying history or web browsing behavior, the goal is to build a relationship with subscribers by showing that you ‘get’ them. 

Here’s the thing – you can also customize PPC ads to your
specific audiences using your email lists.

All you need to do is upload targeted email lists into Google
Ads, or whatever platform you’re using. Google Ads has something called Customer Match, which lets you target
ads to your customers using data they share with you.

Then you can serve ads that are customized for that audience segment.

Pro tip: You can create a Google Ads campaign targeted to your email list on the Search Network, Google Shopping, YouTube, and Gmail platforms, but not on Google Display Network (GDN).

Over to you

Making PPC and email the
dream team will catapult your conversions and ROI.  Using data from your email campaigns to fuel
PPC, and vice versa, you can grow your subscriber base, optimize your messaging,
and better target your audience. That’s where the magic happens.

Tell us, how do you integrate PPC and email results?

The post 4 strategies to integrate PPC and email for better results appeared first on dotdigital blog.

Reblogged 2 weeks ago from blog.dotdigital.com