Looking for ideas to grow your email list? If you want to get more leads quickly, you should use pay-per-click (PPC) advertising.
PPC and email marketing work well together. Paid advertising can help you reach potential customers, which you can then nurture through your email campaigns.
This article provides tips on how to keep communication lines open between marketing channels and convert leads into customers.
What is an email list?
An email list is a list of people who have subscribed to receive information from your business. People who sign up for email lists can expect to receive updates and communication from the businesses they’ve subscribed to. People subscribe to your emails so that they can stay up to date on what’s going on with your company including any listings or resources you may be offering.
This keeps you connected with your audience. The frequency of your email communications with your audience can be daily, weekly, or monthly. Maintaining communication with your target market is a terrifically beneficial way to keep them updated on your activity.
Email marketing can be used to send valuable information to your leads. You can provide them with important information that will help convert them in the future. This is an effective way to nurture potential customers and encourage them to make a purchase.
Why you need to build an email list
An email list is important because it helps you build relationships with your customers. It also allows you to keep them updated on your latest products and offers. Building an email list can help you:
- Generate leads
- Stay in touch with leads, potential customers and previous customers
- Increase traffic to your website
- Develop relationships with customers
There are numerous benefits to building an email list for your business.
1. You have complete control over your campaign
Email marketing gives you complete control over your campaign. The ability to view campaign insights enables you to run a better campaign.
When you use email marketing, you are able to manage your email list as you see fit. You can remove or add people to your list. This means having the ability to track outcomes, test new strategies, and make changes on the fly. It makes it easier to create a campaign that will be more appealing to your audience. Email lists allow you to segment your customers and send them more targeted content.
2. You gain valuable leads
When you run marketing campaigns, your goal should be to obtain leads that you believe will most likely convert into customers. Email marketing allows you to connect with potential customers and convert them into sales. People who sign up for your email lists do so because they want to hear from your business. If you invest in email marketing, you will get more qualified leads.
3. You keep in contact with your leads
Email marketing allows you to create a direct connection with people who are interested in what you have to offer. Instead of trying to guess who might be interested in your business, you have a list of people who you know are interested in your business. When you have a direct connection with potential customers, it is easier to market to them effectively.
This method also keeps leads engaged. Though people may check their social media pages every once in a while, they primarily focus on email and frequently check it throughout the day. This means that a majority of adults check their email as soon as they wake up.
Your business will have more opportunities to stay engaged with your audience.
4. You can customize your subscribers’ experience
Email marketing allows you to create groups of people with similar interests. If you invest in building a high-quality email marketing list, you can more effectively target your leads.
You can split your leads into groups to generate multiple email lists. This guarantees that your potential customers only get information that is significant to their needs and desires. It produces better results for your campaign, too.
This helps your leads convert. If they only receive information that interests them, they are more likely to convert because their attention is already on the product or service.
Why you should use PPC and email marketing together
Customer experience has become more important than ever as people increasingly expect a consistent experience when interacting with a brand or business across multiple digital channels. If you want your business to be successful, you need to promote it across multiple channels.
This means that your brand’s communications should be tailored to the individual and consistent across different platforms. Create a path for your target audience to follow that starts with paid ads and leads to your email signup forms. This will make it easy for them to take the action you want them to.
When used together, PPC and email marketing can help to:
- Build more targeted email lists
- Improve your open rates
- Expand audiences
- Test new ideas faster (like testing email subject lines)
- Maximize ROI
Now, let’s look at some tips on how to increase your subscriber count using PPC.
How does capturing emails with PPC work (step by step)
Step 1. Create separate landing pages for different personas
First, you need to think about your target audience. Who are the people you want to sell to? Chances are you have more than one buyer persona. A buyer persona is a simplified representation of your ideal customer. It is based on customer data, but does not include all the complexities of a real person.
Different Unique Selling Propositions will resonate with different buyer personas. If you want people to subscribe to your email list, you need to catch their attention within the first 15 seconds. Use this time to give them a reason to keep reading and get them to take action.
What if you had three more types of your ideal customers? Creating separate landing pages for each buyer persona will help you deliver the right message quickly and increase your conversion rates.
If you want to be 100% confident your potential customers will give you their email addresses, make sure you offer something of value in return for their information. This could be a free e-book, an exclusive coupon, or access to a valuable resource.
Step 2. Run targeted ads for different landing pages
You need to make sure that your landing pages are seen by potential customers. Paying for ads is one of the quickest ways to get your landing page in front of your target audience. To improve your landing pages for search engine optimization, you should follow best practices and research relevant keywords for your paid advertising campaigns.
The key to good PPC keyword research is asking the right questions:
- What are some potential search terms or phrases that your potential customers might use to find your products or services?
- What are the most niche-specific keywords?
- What are the possible variations and synonyms for your keywords?
- What are the possible misspellings for my keywords?
Pay-per-click ads are typically delivered through many different platforms, with Google Ads (formerly known as Google Adwords) being the most popular option. PPC has become almost synonymous with Google Ads. The Google Ads platform allows marketers to create ads that appear on Google’s search engine and other sites that are part of the Google network.
Google’s AdWords program requires that your landing pages provide a good user experience in order for your ads to run. Consult Google’s recommendations on landing page experience to ensure your pages meet the criteria. Here are the key things to consider:
- Your content needs to be relevant, useful and original
- Be transparent about your business
- Ensure easy mobile and computer navigation
- Decrease your landing page loading time
Step 3. Capture emails with a clear call-to-action
The goal of your landing pages should be to capture email addresses. Your sign-up box should be clear and informative so that users know what they’re signing up for.
A CTA is a phrase that encourages your website’s visitors to take a specific, desired action.
In order for your CTA to be effective, it is essential that you communicate what people will gain from subscribing to your email list.
How to use Google Ads at different stages of your marketing funnel
Now that we know how Google Ads Audiences can help us get email subscribers, let’s take a look at how we can use them at different stages of the marketing funnel.
A marketing funnel is a way to visualize the steps your customers take before they decide to buy from you. Think of it as your customer journey.
A marketing funnel has three main stages:
- At the top of the funnel, your target audience becomes aware of your products or services. . At this stage, you are focused on gathering leads, also known as the “Awareness” stage.
- When your leads are considering making a purchase from you, this is known as the middle of the funnel. At this stage, your leads may be comparing you with your competitors. That’s why it’s also called the “Consideration” stage
- The bottom of the funnel is the stage at which your leads become your customers, also known as the “conversion” stage.
If you want your past customers to keep coming back, you should nurture them and make them feel appreciated. We’re going to focus on how to get leads rather than what to do with them once you have them.
PPC can be used to generate leads for both your Top-funnel and Mid-funnel audiences.
1. Top-funnel audiences: Give useful information through search ads
When you use PPC, you can target people who have not made a purchase yet but are interested in similar topics – your target market. When you target people who are interested in your service, you get leads that you can market to in the future.
By browsing Google, your paid search ad will be one of the first things people see. The ad is well-written and people are naturally curious, so they click on it hoping to find a solution. Then, the users will be sent to your landing page, where the rest of the process will occur.
2. Top-funnel audiences: Use Google Display ads to raise awareness
PPC can help you grow your business by targeting potential customers who are not yet aware of your business. These are your top-funnel audiences.
The people in this segment probably don’t want any solutions that you have to offer, but they have certain qualities that make them a good match for your product or service.
Reach potential customers at the beginning of their journey with Google Display ads.
You’ve definitely seen Display ads even if the name may look unfamiliar now. Image ads that appear when you are reading an article, watching a YouTube video, or using your favorite mobile app are called display ads.
Display ads are not based on search queries like search ads are. Display ads can be shown to targeted audiences across the Google Display Network instead.
The Display Network is a group of over 2 million sites, videos, and apps where your ads may appear. Global display advertising on Google reaches over 90% of people on the Internet worldwide!
It is possible to use visuals such as images and animation in display ads to capture attention.
3. Mid-funnel audiences: Attract people actively looking for your services on Google
When you want to buy something, you need to look for the thing you want to buy, find a place that sells it, and then buy it. You Google it. This is why PPC through search engine advertising is so popular. It allows marketers to bid for ad placement when someone searches for a keyword related to their products or services.
This is an example of how you might use keywords to improve your ad ranking. If you bid on the keyword “house for sale in Denver,” your ad is more likely to appear at the top of Google search results.
