Boost your brand’s ROI with a tighter fit between your PPC and email marketing campaigns

One of the biggest dangers in online marketing, regardless of how big your enterprise is, is the temptation to look at your marketing efforts as involving separate different tracks of activities.

Put simply, you look at you SEO campaigns as running on its own track. You look at your content marketing as involving your own content creation and distribution track and you look at your social media campaigns as clearly divided tracks separating Facebook from Twitter to Pinterest to Google+. If you think along these lines you are committing very expensive online marketing mistakes, seriously.

If you want to maximize your ROI, you need to make sure that you employ a holistic and tightly integrated online marketing strategy. This, of course, also involves PPC and email marketing. If you are running PPC and email marketing campaigns, you need to make sure that they are as tight as the fingers in a balled fist. Otherwise, you are leaving a lot of money on the table. In fact, there’s a high likelihood that you’re just wasting money.

Multi-track marketing leads to confusion

Not only does multi-track marketing lead to expensive overlaps, where you basically are duplicating efforts and you’re clueless about it. You’re paying several times for the same effort. This is the expensive overlap made possible by multi-track marketing. However, as bad as that is, the bad news doesn’t end. It also leads to confusion.

Not surprisingly, a lot of brands that do online marketing often end up not only duplicating their online marketing initiatives, but they keep repeating failed campaigns. For example, if you run a campaign on Facebook and it did not produce the desired results, it doesn’t really make any sense for you to run a content marketing campaign that has basically the same parameters. Chances are it’s also going to fail.

This happens quite a bit when it comes to PPC and email marketing. You may have run an AdWords or Facebook PPC campaign and it may have failed, and not learning your lesson, you then launched a solo ad campaign for email marketing and this also fails. This failure is all too common because multi-track marketing strategies and processes lead to confusion.

The short answer

The short answer is simple. Avoid a multi-track marketing framework. It really is that simple. Just don’t do it. Instead, when you are looking to launch a PPC or email marketing campaign, try to launch a tightly integrated campaign. What this means is even before you launch your PPC campaign creation, you need to start looking at potential email marketing conversions.

Ask yourself how much of that highly targeted PPC traffic can lead to optimized email opt-ins and squeeze page subscriptions? By the same token, when you are running email marketing campaigns, ask yourself, what kind of information can I get from this campaign that can help my PPC campaigns achieve a higher level of conversions?

Don’t think that PPC campaigns and creation work one way. You have to adopt a mindset where a different marketing strategies and methods are engaged in a two way conversation. The things that you learn pursuing one type of marketing campaign can lead to some powerful insights that can help take you other seemingly unrelated marketing campaigns to the next level.

Your email marketing management must lead to PPC optimization

When you are managing an email marketing campaign, understand that you are in a very powerful position. People who sign up for your mailing list have given you permission to continuously talk to them. This is a very powerful opportunity because you’re not a spammer. You’re not this random stranger just sending out random spam to the universe. Instead, these people have taken you up on your invitation and want to get your email.

Don’t drop the ball. Use this opportunity to run surveys so you can get a feel of what they want. Also, pay attention to their click patterns because those statistics may be screaming loud and clear regarding potential changes in your campaign’s creation and email marketing and possibly even ad retargeting. All this, of course, leads to better conversion optimization.

Make retargeting a central shared element of your PPC campaigns

I’m telling you right now, if you don’t turn on ad retargeting, you are leaving a lot of money on the table. This is really a shame because if you run PPC campaigns, you know that they can get expensive really quickly. You should do yourself a tremendous favor and make sure that ad retargeting is turned on in all your PPC campaigns.

This way, when you blast messages to your mailing list and they find themselves on massive ad networks like Facebook and Google, they can find their way back to your website. Pay attention to their click pattern, as well as their navigation pattern, and you should have the information you need to go from retargeting to better overall conversion optimization.

Retargeting must lead to email marketing conversion optimization

I’m sure this sub heading makes me sound like a broken record. The reason why I needed to repeat this is because it’s very important. You have to understand that if you don’t know what you’re doing, email marketing can get really expensive. The same goes with PPC.

You could easily burn a tremendous amount of dollars and have very little to show for it. You could easily find yourself in a situation where you’re throwing good money after bad. Retargeting enables you to maintain some level of control which can then enable you to build in some higher level of conversion optimization.

The first step to this, of course, is to simply be aware that this is an option, and craft or engineer your previously multi-track marketing initiatives into a singular track in a two way conversation that reinforce your email strategy’s success. In other words, you play up the things that you are doing right and you quickly learn from the things that you’re doing wrong. This is impossible to do unless you tightly integrate PPC and email marketing.