PPC advertising and email marketing are two effective revenue sources. However, you may boost the effectiveness of each channel and your company when you combine their efforts. It's usually a good idea to have subject matter experts of a PPC marketing agency in Peterborough working for your firm; they are professionals who have a wealth of expertise in their field and are adept at using it to draw clients and produce revenue. However, this could result in knowledge silos, therefore working across departments is crucial. A good illustration is PPC and email marketing. They complement each other well, and there are many ways to make each one work in the other's favour.
They are a match made in heaven for the following 6 reasons.
1. To Grow the Email List, Use PPC.
No matter how big your email subscriber list is, if you don't keep growing it, you will ultimately run out of recipients. There are ways to acquire email lists, but many of the contacts will unsubscribe inevitably because they don't fit your targeting criteria. PPC can assist in keeping valuable contacts in that situation.
The PPC marketers of a renowned PPC marketing agency in Peterborough, working for you, locate users who are relevant to your business through networks like Google Ads, employ audience targeting based on their search queries, and direct them to your website. There are numerous ways to get their email addresses:
Sending them to a landing page with an offer, such as a whitepaper download, a free trial, or a request to sign up for upcoming updates. All they have to do to get it is provide a few simple details.
In contrast, if they proceed directly to the checkout process, you will not only have acquired a new customer, but you will also have the chance to collect their information and add them to your email marketing list.
2. Target PPC Audiences By Uploading Email Lists.
PPC can be used to decrease your email list as well as grow it, as well. Your email list can now be used to increase your PPC audience. Customer Match is one of the most intriguing recent additions to Google Ads.
Users of Customer Match can upload pre-existing email lists and display PPC advertising that is specially tailored to their audience. PPC marketers segment and target clients and prospects depending on any preferably selected criteria as long as their email address is associated with a Google account. Then, they can modify the messaging as necessary.
3. Examine Email Offers Using PPC.
It can be challenging to predict which content for your email marketing will be read and which will be discarded. PPC marketers segment your email list and test various formats, designs, and offers using some type of A/B testing. To determine what worked and what didn't, they also examine the success of other emails.
They may test an email offer through PPC in advance to get a better notion of its viability before sending it. A PPC landing page is a great place to test calls-to-action (CTAs), offers, and visuals before distributing them to email lists. They run various formats simultaneously and determine which generates the most click-throughs.
4. Test The PPC Creatives First On Email.
PPC plan generously focuses on creating goals. Creatives, or the pictures and other materials that accompany display ads, were one of the requirements. However, graphics can be very powerful in emails as well, so testing display ad creatives first on email is one method to see how well they work.
PPC marketers obtain a general idea of how your ads will perform by testing them in email promotions. In order to obtain the most accurate estimate of success, they conduct segmentation and split testing. After all, advertising should have the highest CTR.
5. Use PPC Remarketing To Avoid Email Overstimulation.
Audiences should never be overwhelmed with emails. A consistent line of communication should be maintained with them to keep your brand top-of-mind, but never overstay your welcome. The best strategy to discourage recipients to unsubscribe or shift their emails to their junk mail account is to stop overburdening their inboxes. An alternative method of contact is effective in this regard.
PPC marketers run PPC remarketing campaigns to your email lists to quietly stay in front of customers' minds as they browse the web. One is more likely to convert if they view your adverts more frequently. PPC marketers raise conversions without alienating any of your audience by being ubiquitous across email and Google. Even they can send fewer emails while still getting similar results.
6. Boost Your Email Marketing Results To Improve Gmail Sponsored Promotions.
Gmail Sponsored Promotions (GSP) are targeted advertisements that simulate unread emails and appear in a user's Gmail inbox. When clicked, the advertisement expands to expose material that mimics a graphic email, and the ad wording itself resembles the subject line of an email. As a result, the effectiveness of email marketing can greatly influence how the GSP approach is developed. PPC marketers consider the emails with the most click-through and open rates. They create similar ad copy to increase your GSP success by studying subject lines and offers that have been blatantly successful with your subscribers.
Cross-functionality can improve marketing efforts as a whole. When utilised in tandem, PPC and email marketing can have an ideal symbiotic relationship whereby one improves the performance of the other and vice versa. Larger audiences, better click-through rates, and more conversions can all be attained with the correct combination of factors. If you are still functioning on the basis of silos of knowledge, now is the moment to improve communication and adopt a more all-encompassing marketing strategy.