6 Ways to Supercharge Your Email Marketing with PPC (and Vice Versa)

Here are the top six ways your paid search and email marketing programs can work hand-in-hand:

Paid Search and Email Marketing Programs

1. Use paid search to fuel your email list

Paid search is the perfect way to re-fuel your funnel with brand-new, qualified prospects. Through pay-per-click (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 sign-up form 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 form by offering to keep them in the loop on upcoming sales or providing free shipping on future orders.

Constant Contact customers can easily add a sign-up form to any page of their website to make it easy for people to opt in to their list. Find out how.

2. Test your calls-to-action and offer with paid search

Your emails may have incredible open rates, but if they don’t include a compelling call to action (CTA), you’ve wasted a great headline. Because CTAs are the most crucial component in driving email conversions, our team here at WordStream has devoted a great deal of time and research to crafting persuasive CTAs. However, we don’t just guess whether or not they will be a slam dunk with our target audience — we test.

At this point we’re pretty good with the predictions, but there are definitely times that we miss the mark. To avoid these frustrating flops, we now test all new CTA/offer ideas on PPC landing pages before we use them for emails. This strategy is fairly low-risk because it doesn’t hit a huge group of people at once. Instead, we can monitor their behavior and pivot quickly if the test does not yield positive results.

A few years ago, our go-to CTA was “sign up for a free trial of WordStream Advisor.” Definitely not the most star-studded offer, but we felt like it was getting the job done just fine. Then, we had the brilliant idea of building the AdWords Grader, a free tool that analyzes an AdWords account and spits out a report card showing users exactly which sections of their account need a little extra love.

Old And New Wordstream

We were pretty confident that “Get Your FREE Report Today” would be a more compelling CTA, since the offer was directly in-line with the help most people were looking for, but plenty of people were skeptical of the change. We knew that rolling it out across the board was a risky move, so instead we opted to test the waters by running it in a paid search campaign. At a 5X conversion rate, results were so stellar that we had all of the data we needed to get the green light to offer it in our email campaigns.

You can test different calls to actions in your email marketing, as well. With an email marketing service like Constant Contact, you’ll have access to valuable metrics like opens and clicks to see how you’re different calls to action are performing. Learn more. 

3. Upload your email lists to run identity-based PPC ads

Identify-based marketing is all the rage nowadays. In fact, now that it’s available on various networks, our founder Larry Kim goes as far as to say that it’s “the most important trend happening in PPC today.” I must admit, I’m inclined to agree. It’s the perfect convergence of PPC and email marketing.

Here’s how it works:

Advertisers can upload targeted email lists into AdWords (through Customer Match), Twitter and Facebook to serve ads/establish bids that are customized specifically for that prospect segment.

If you’re currently running email marketing campaigns, you’ve probably already segmented them into specific groupings based on their stage of the purchase journey. You can export these lists from your email marketing accounts and reuse them for your PPC campaigns and voila, you’ve cut a huge chunk of time out of the setup process!

4. Leverage remarketing ads to hammer your offer home

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.

Remarketing With Email Marketing

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 they are to complete a conversion.

User Stat For Email Marketing And Ppc

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.

5. Test visuals with paid search

If you’re a WordStream fan, you’re probably very familiar with the squadron of “PPC kids” featured on our website and in many of our ads and our email communications. Why the obsession with cute kids in costume? It all started with Rocketboy, who was featured in one of our PPC banner ads. These ads had such a high interaction rate that we started including him in email promotions, too.

Visual Testing For Email Marketing

Nowadays, when we use imagery in emails (we only do it for a select few), we only use images that have proven to resonate with our audience through Facebook, Twitter, and Google Display Network ads.

6. 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.

Performance In Email Marketing And Image Ad

Expanded Ad In Email Marketing

Since the teaser line is similar to a closed email, we know that we want it to read like an email subject line. So, for copy inspiration, our paid search manager turns to email headlines that have yielded high open rates for our email marketing campaigns. While we weren’t seeing great results with GSPs in the Wordstream account originally, we are seeing that our “tried and true” headlines have generated a lift in click through rates.

Author: Erin Sagin

More From Author

17515Mia Rosebud: The Pinnacle of Culinary Delight in Boca Raton
September 7,2023ByDAVID VEGA

Mia Rosebud: The Pinnacle of Culinary Delight in Boca Raton

Mia Rosebud stands tall as the latest jewel in the crown of the esteemed Rosebud Restaurants.  Situated at the prime location of 150 E Palmetto Park Rd in Boca Raton, Mia Rosebud promises to be a haven for locals and visitors, offering an exceptional dining experience that captures the heart and soul of Italian hospitality. A Legacy of Excellence: The Rosebud Restaurants The impressive legacy of the Rosebud Restaurants backs Mia Rosebud. Renowned for their consistent quality, innovative dishes, and impeccable service, these restaurants have graced the culinary scene for years. Their commitment to pushing boundaries ensures that every dining venture is unique. The Inspiration Behind Mia Rosebud The inception of Mia Rosebud is rooted in a desire to fuse timeless culinary techniques with modern-day flavors. This synergy births a menu that appeals to both the traditionalist and the contemporary food enthusiast. An Ode to Fresh Ingredients Mia Rosebud pays tribute to the importance of fresh, locally sourced ingredients. Collaborating with local farmers and producers ensures that every dish narrates a tale of authenticity and freshness. Ambiance: A Symphony of Comfort and Elegance Walking into Mia Rosebud is an immersion into a world of tasteful luxury. The decor balances comfort and sophistication, making every visit a memorable journey. Mia Rosebud's Signature Dishes While every dish at Mia Rosebud stands out, specific signature offerings have earned rave reviews: A Wine List Second to None A meal at Mia Rosebud is incomplete without exploring their curated wine list. With choices from the finest vineyards across the globe, there's a pairing for every dish and palate. Why Mia Rosebud is the Choice for Celebrations With a blend of fine dining, an enchanting ambience, and world-class service, Mia Rosebud is the venue of choice for life's celebrations. Whether it's an intimate dinner or a grand event, Mia Rosebud promises moments that linger. Sustainability at Its Core Mia Rosebud is not just about culinary excellence. The restaurant is committed to sustainable practices, ensuring minimal environmental impact and fostering community growth. Community Engagement An advocate for giving back, Mia Rosebud actively engages in community welfare initiatives. Their collaboration with local artisans, farmers, and initiatives underlines their dedication to Boca Raton's progress. Book Your Experience An evening at Mia Rosebud isn't just a meal; it's an experience. Book your table today and indulge in a culinary journey that promises to be unforgettable. Are you looking to make an announcement about your brand's release? Get in touch with Tridence. Your local leader in Digital Marketing and Brand identity....

Read More
8214YouTube includes NFTs and Web3 in new creator tools – Metaverse
June 28,2022Bytridence

YouTube includes NFTs and Web3 in new creator tools – Metaverse

NFTs and Web3 Updates Google LLC-owned video-sharing giant YouTube said Thursday it's considering web3 technologies such as nonfungible tokens and blockchain to help enhance the relationships between creators and their fans and develop new experiences. How Do NFTs and Web3 Work? "Web3 opens up new opportunities for creators," Neal Mohan, chief product officer at YouTube, said in a blog post. "We believe new technologies like blockchain and NFTs can allow creators to build deeper relationships with their fans. Together, they'll be able to collaborate on new projects and make money in ways not previously possible." An NFT is a type of blockchain asset that can represent a virtual item such as artwork, music, video, or even a ticket. What makes NFTs worthwhile is that they are unique and can be bought, sold, and traded. As a result, YouTube creators could use them to produce additional revenue streams related to their YouTube videos, turn their videos themselves into NFTs, and sell them to their fans to create deeper relationships. The company didn't clarify whether NFT ownership would conflict with copyright law. Buying an NFT establishes ownership of a specific digital asset and provides a public record of each transaction involving the asset. It doesn't transfer copyright from the original owner to the buyer. What can one expect? YouTube will add features that mirror competing platforms like NFTS and Web3. It will monetize Shorts, the short-form video platform similar to TikTok and Instagram Reels. For example, creators will reply to comments with short videos, a feature widely used on TikTok to engage with viewers directly. In addition, YouTube is adding live streaming features, further competing with Twitch. The company will launch collaborative live streaming so creators can go live together. The platform is also testing giving paid memberships as gifts. Let the Metaverse wars continue....

Read More
8010YouTube includes NFTs and Web3 in new creator tools – Metaverse
February 14,2022ByDAVID VEGA

YouTube includes NFTs and Web3 in new creator tools – Metaverse

Google LLC-owned video-sharing giant YouTube said Thursday it's considering web3 technologies such as nonfungible tokens and blockchain to help enhance the relationships between creators and their fans and develop new experiences. "Web3 opens up new opportunities for creators," Neal Mohan, chief product officer at YouTube, said in a blog post. "We believe new technologies like blockchain and NFTs can allow creators to build deeper relationships with their fans. Together, they'll be able to collaborate on new projects and make money in ways not previously possible." An NFT is a type of blockchain asset that can represent a virtual item such as artwork, music, video, or even a ticket. What makes NFTs worthwhile is that they are unique and can be bought, sold, and traded. As a result, YouTube creators could use them to produce additional revenue streams related to their YouTube videos, turn their videos themselves into NFTs, and sell them to their fans to create deeper relationships. The company didn't clarify whether NFT ownership would conflict with copyright law. Buying an NFT establishes ownership of a specific digital asset and provides a public record of each transaction involving the asset. It doesn't transfer copyright from the original owner to the buyer. What can one expect? YouTube will be adding features that mirror competing platforms. It will monetize Shorts, the short-form video platform similar to TikTok and Instagram Reels. For example, creators will reply to comments with short videos, a feature widely used on TikTok to engage with viewers directly. In addition, YouTube is adding live streaming features, further competing with Twitch. The company will launch collaborative live streaming so creators can go live together. The platform is also testing giving paid memberships as gifts. Let the Metaverse wars continue....

Read More
8009ConsenSys announced the acquisition of MyCrypto
February 8,2022ByDAVID VEGA

ConsenSys announced the acquisition of MyCrypto

ConsenSys Acquires MyCrypto to Strengthen MetaMask Partnership and Enhance Web3 Experiences. MyCrypto To MetaMask MetaMask and MyCrypto will be combining their efforts under a shared banner to improve the security of all the products further and create a cohesive user experience across desktop, mobile, extension, and browser wallets. MyCrypto and MetaMask have been working together in the Ethereum space since 2017 MetaMask implemented MyCrypto’s scam blocklist (known as CryptoScamDB) to protect MetaMask users from visiting known scam URLs. Dan Finlay, co-founder of MetaMask, said: “MyCrypto has consistently been one of the most reliable and inter-compatible wallets in Ethereum, often shipping cutting-edge Ethereum features ahead of other wallets, while MetaMask has focused on general-purpose dapp interactions. With our talents combined, and our strong sense of shared ethics and goals for this ecosystem, I think we’ll be able to provide a wallet experience that is much more able to help users make the best decisions through this rapidly evolving Web3 wallet landscape.” MyCrypto is an open-source interface that allows you to manage your Ethereum accounts in a safe and accessible environment. Developed by and for the community since 2015 About MyCrypto MyCrypto is an open-source interface that allows you to manage your Ethereum accounts in a safe and accessible environment. Developed by and for the community since 2015, we’re focused on building awesome products that put the power in people’s hands. For more information, please visit https://www.mycrypto.com....

Read More
8006Frozen Theatre Chicago Review
December 31,2021ByDAVID VEGA

Frozen Theatre Chicago Review

The glitz, the glamor, and the icicles are back! Disney’s “Frozen,” the Broadway hit musical, has returned to the Cadillac Palace Theatre for a limited ten-week engagement. Highly Recommend as we follow the lives of Elsa and Anna, who are heirs to the throne, with Elsa having a peculiar gift: the ability to create a frozen world of sparkling crystal. Many know how Disney’s Frozen took the box office by storm, and it’s clear sitting in the theater that audience members of all ages are excited to see the piece come to life. From kids, all dressed up and parents singing along. If you are a Disney fan, this musical was made for you. The Tony-nominated musical adaptation of the hit movie follows Elsa (Caroline Bowman) as she navigates, hiding her magical ice powers amid her coronation. When things go astray and her mystical magic is revealed, she runs off into the mountains to keep everyone safe – or so she thinks. With Arendelle suddenly under snow and the threat of permanent winter, her younger sister Anna (Marina Konodo) sets out to find Elsa to save their kingdom. This is where the story unfolds. Also in this musical are other favorite characters from the film: Kristoff (Mason Reeves), Olaf (F. Michael Haynie), Hans (Austin Colby), and of course, Sven (a combination of puppetry and acrobatic talents portrayed by Evan Strand and Colin Baja). This alone makes the magical experience full circle. Frozen is full of joy, and the eye-popping scenic design touches elicit uproars of laughter and applause. Standout performances and jaw-dropping special effects full of magic and flare make Disney’s Frozen a night to remember. Now, For the critical part, some songs needed a bit more clarity from the characters as a few of their pitches were off, but this is what makes live theatre awesome. Secondly, for all its glitz and girl power, l thought this magical show lacked some of the (human connect) warm connection found between Actors in other Disney musicals for the stage production. Overall, This is especially a top pick for those who first experienced this story as the original Disney film. Rating: 3.5 out of 4 Runtime: 2 hours and 15 minutes, with one intermission. Tickets range from $33 – $179, plus a select number of premium tickets are available. Buy Tickets: https://www.broadwayinchicago.com/show/disneys-frozen/ Tridence Supports the Arts....

Read More
Skip to content