How to Leverage Paid Search and Email Marketing

It is always good and of better advantage if a marketing team or organization have a cross-functional communication. It will make the marketing programs stronger.

Enacting this kind of effort pays off and gives an unfair advantage to the team than their competitors mostly in email marketing and paid search marketing.

Let’s look at how this works in hand in hand to deliver the unfair advantage deliver in your paid search and email marketing program.

Leveraging Paid Search and Email Marketing.

#1. Use Paid Search to Fuel Your Email List: Paid Search and Email Marketing.

Email marketing is great…until you run out of people to send emails to! Luckily, paid search is the perfect way to re-fuel your funnel with brand new, qualified prospects. Through PPC, you can display your ads to searchers who are actively looking for your products and services. If they click through to your website, you can attain their email details one of three ways:

  • Set up an email address form fill, sometimes known as a squeeze page, as your primary conversion goal. You can do something simple, like “sign up for more information,” or go the extra mile and offer an incentive like a whitepaper download, complimentary trial or free quote.
  • Capture your buyer’s email address during the purchasing process. You convinced someone to convert right off the bat? Nice—just don’t forget to snag their email as they check out. This is the perfect way to create a list to target for upsells, cross-sells or replacement purchases in the future.
  • Didn’t convince them to convert during their initial visit? Don’t despair! You can include a secondary call to action on your landing page to solicit their email address for future nurtures. Entice them to fill out the sign-up by offering to keep them in the loop on upcoming sales or providing free shipping on future orders.

#2. Leverage Remarketing Ads to Hammer Your Offer Home: Paid Search and Email Marketing.

As tempting as it is to pummel your prospects’ inboxes with offers, it usually just earns you an “unsubscribe” or an “automatically move to junk mail” label. In fact, I have refused to talk to sales guys who clutter my inbox, even if I was originally completely gung-ho about their product. That said, data shows that people are more likely to follow through with a purchase if they see a brand’s name repeatedly. This creates a tough challenge for email marketers, who are desperate to keep their brands top-of-mind for prospects without driving them crazy.

How to Leverage Paid Search and Email Marketing

What’s the best way to walk this fine line? Hit ‘em from different angles! Rather than spamming their inboxes to stay fresh in prospects’ minds, run remarketing campaigns so your ads appear while they are browsing the internet (you can target anyone who has visited your site!). These ads are less intrusive than emails and have proven to be incredibly effective. As you can see below, the more someone sees these ads, the more likely he or she is to complete a conversion.

email-marketing-remarketing 2

If you rely on remarketing for branding purposes, it’s safe to reduce your email frequency. Prospects will no longer be jaded by your incessant emails and will be more likely to read the few high-quality messages that you send. Here are some tips for finding the right email sending frequency.

#3. Use Email Performance to Drive Gmail Sponsored Promotions (GSP) Messaging

With GSPs, you can target prospective clients based on their Gmail account activity. If the keywords you’re bidding on exist in their inboxes, your ad will be eligible to appear in their Gmail account. Pretty clever, huh?

Ads for GSPs have two components, a teaser “collapsed” ad and an expanded ad unit, which is similar to an image ad. – via wordstream

Leveraging Paid Search and Email Marketing is a good strategy that boost each other with enormous result.

Don’t you think it is time to leverage your paid advertising and email marketing data to boost each others success? Why not start now?


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