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Email marketing and PPC may seem completely separate, but they actually work very well together.  You can get a big boost out of your email marketing if you incorporate PPC effectively, and the same goes the other way.  Here are six ways that you can directly improve your PPC with emails, and vice versa.

1. Build Your Email List with PPC

Perhaps the most common way to use PPC and email marketing together is to build your email list through directing a constant stream of targeted prospects to a landing page, from where you collect their email addresses.  AdWords ads are very effective at this.  If you get your marketing campaign right, you can target your prospects at the moment when they are looking for the service or products that you provide, and then direct them to an optimized landing page.

Here, the conversion will be to sign them up to your email list, perhaps through an effective lead magnet.  If you work on your landing page CRO (check out this blog for more info), you can generate a steady stream of sign-ups, who you can then target with valuable emails in the future.  If you prefer to set up a landing page that encourages visitors to purchase your products, you don’t have to miss out on the email.  You could ask for their email when they make the purchase and this way you can then use your emails to upsell them and provide them with details of new promotions.

2. Use Sitelink Extensions to Build Your List

Directing targets to your landing page to collect their email addresses is a popular use of PPC ads.  But you could also take this one step further by incorporating extensions.  We’ve talked about AdWords Extensions before, and you know how much we love them (even more so following the recent AdWords changes, where it’s crucial to get as much real estate as you can in the top four positions).

Using the Sitelink Extensions, you can link to different landing pages on one PPC ad.  You could use one of the sitelinks to say something like “Sign up to a free trial,” so that people visit that page with the specific intent to sign up.  Then it’s just a question of setting up a compelling landing page in the same way as you normally would.

3. Target Your Email Subscribers in Your PPC Ads

If you’ve done any Facebook advertising lately, you may have experimented with Custom Audiences, where you can target your ads at people who have already signed up to your email list.  This feature is also available in AdWords, and it is called Customer Match.

Personalized marketing is an important PPC trend, and it is definitely one to get involved in. Once you have built up a targeted email list, you can use the data with your AdWords account to serve up customized ads for a more specific group of people.  These ads could reference a free report that your email subscribers downloaded or other content that you have published in your emails, making them much more targeted.

4. Improve Your Offers, Headlines, CTAs, etc

Here is where things start to get really interesting.  While email marketing and PPC are fundamentally different, they share a number of similarities.  For example, they both make use of headlines to capture the attention of users (ad headlines in PPC ads, subject lines in emails).  So why not use your data from one type of marketing to influence the other?

As an example, let’s say you run a successful AdWords campaign.  You have tested your ads extensively and you know which headlines generate the most clicks and conversions.  So why not use these headlines to influence your email subject lines?  The great thing about PPC is that you can test out many factors very quickly on a smaller group of people.  If you have a large email list, you may not want to risk sending out an email to all of them without having, at least, some data to back up your choice of subject line.

And it goes beyond headlines.  You could also use PPC to gather data on:

  • Images
  • CTAs
  • Offers
  • Keywords

The same works the other way around.  You can take data from your emails, including open rates, conversions, topics, keywords, etc, and use them to influence your PPC ads.  If you have been using email for a long time, you have a lot of data to use.

5. Use Retargeting Instead of Emails

Email marketing is a powerful technique, but one of the risks is that you end up sending too many emails to your list and annoying your subscribers.  If that happens, you could see a spike in unsubscribes, which is frustrating after all the effort you put in. But then again, you know that people are more likely to purchase from you if they see your brand name frequently.

You can solve this problem by taking advantage of retargeting instead of sending too many emails.  Use your email list to target your subscribers with ads when they are surfing the web.  By doing this, you can keep your brand top-of-mind without risking going too crazy with the emails.

6. Use Email Data to Improve Your GSPs

Wordstream wrote about this technique, and it’s a great way to improve your ads within Gmail. Gmail Sponsored Promotions (GSPs) are a way to reach out to people within their inboxes, and you can use your email data to increase the chance of opens.

The ads show up in the inbox, and the teasers look just like emails. Wordstream uses successful email subject lines that have had good open rates to influence its GSPs.  If the email subject lines have already proven to be successful, there’s good reason to suspect that they will lead to higher open rates.

Use PPC & Emails Together, Get More from Both

PPC and email marketing may be different, but that does not mean you should treat them completely separately.  As you can see, they are often more powerful together.  And this goes for other types of online marketing.  For example, perhaps you could use your best performing blog titles to influence your social media posts or emails.

Always look for ways to combine your data to strengthen your overall marketing efforts.  With PPC and email marketing, this is easy to do—and could lead to improved performance in both.

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About the Author: Jason Corgiat

I started building websites in 1999. Through the years I've worked with hundreds of businesses in various verticals and have built, implemented and managed digital strategies for companies of all sizes. My education is not formal and neither are my methods. Chances are, I can add value to your organization from day 1 but I'll let you be the judge. I'm a proud father of 4, luckiest husband in the world, and enjoy the occasional gym session. How was that for a bio?

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