PPC email marketing is one in all the foremost effective marketing tactics at your disposal. In terms of ROI, it outpaces almost the other tactic, generating $38 for each $1 spent. It’s no surprise then that the content marketing institute reported that 93% of B2B marketers use email to distribute content and interact with prospects and customers.

Of course, email isn’t as simple as it sounds. That top ROI doesn’t mean much if you merely have 150 people on your email list or if your landing pages don’t convert. Even the simplest planned email campaigns sometimes need a jump start.

That’s where paid advertising comes in. Google AdWords and other pay-per-click (PPC) advertising platforms provide an almost instant source of traffic which will be tested, scaled, and measured in mere hours.

With the proper combination of PPC and company email marketing, you’ll be able to build more targeted lists, test new ideas faster, and reap greater rewards.

What is PPC?

PPC stands for pay-per-click, a model of internet marketing during which advertisers pay a fee every time one amongst their ads is clicked. Essentially, it’s how to shop for visits to your site, instead of attempting to “earn” those visits organically.

Search engine advertising is one in all the foremost popular sorts of PPC. It allows advertisers to bid for ad placement in an exceedingly search engine’s sponsored links when someone searches on a keyword that’s associated with their business offering. 

As an example, if we bid on the keyword “PPC software,” our ad might show up within the very top spot on the Google results page.

Every time our ad is clicked, sending a visitor to our website, we’ve got to pay the computer program alittle fee. When PPC is functioning correctly, the fee is trivial, because the visit is worth quite what you obtain. In other words, if we pay $3 for a click, but the press ends up in a $300 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the proper keywords, to organising those keywords into well-organised campaigns and ad groups, to putting in PPC landing pages that are optimised for conversions.

Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, resulting in higher profits for your business. So if you would like to start out using PPC, it’s important to be told a way to make love right.

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How Can PPC and Email Marketing Work Together?

PPC and email marketing strategies will be lucrative revenue streams. But once you combine their efforts, you’ll improve the performance of every channel and your business.

It’s always good to possess experts in your company; those who are extremely knowledgeable about their area of interest and understand how to leverage it to draw in customers and generate business. But this could create knowledge silos and it’s important to collaborate with different departments.

Email marketing and PPC could be a great example. They work well together and there are several ways to use all to the other’s advantage. Here are some reasons why they’re a match made in heaven.

Read also: 5 Steps Doing the Ultimate Marketing Strategy for Business

Grow Your Email List with PPC

Purchasing a listing of email addresses when launching a brand new campaign strategy example is dear and there’s no guarantee of quality. The chance of injury to your reputation is just too great and also the response rate is usually minimal. The simplest way to grow your list is organically, with forms on your website.

This can be exhausted several ways: downloadable eBooks, white papers, and videos; newsletter signup forms in your footer; or pop-up forms on key pages.

The next step is to urge people on those pages. That’s where PPC may be immensely valuable. Highly targeted ads designed to supply answers to common questions your audience has are highly effective.

Direct people to landing pages with forms and a downloadable resource that addressed those questions. You’ll grow your database, build an initial relationship with new contacts, and supply value.

Test Your Newsletter’s Calls to Action with PPC

More than 35% of email recipients open email based solely on the topic line. We also know that a 3rd of business professionals check email on their phones, which shorter subject lines perform significantly better than long ones.

Suffice it to mention, your subject line is the most significant part of your email. If it doesn’t capture attention and entice someone to open the message, the remainder is meaningless. you ought to be A/B testing your subject lines whenever possible, but especially if you’ve got a little database, it’s important to check before you send an email. PPC can help with this.

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Instead of testing copywriting on users who have the choice to click Unsubscribe, create two PPC ad campaigns together with your email subject lines as headlines and see which gets more clicks.

  • Create two unique ads within one ad group in Google AdWords.
  • Use the identical variables for the URL and body copy of the ad, but change the headlines.
  • Set the ad rotation to even to confirm both variants receive an equal number of impressions.
  • Run the ads until you have got a big number of impressions to judge effectiveness.

Depending on your audience size, such a test might take only some hours, allowing you to form quick, decisive decisions on the way to structure your next email subject line.

In addition to the click-through rate of the ads you test, you’ll receive search query data that features precise search terms that were used. This helps further refine the language in your future emails.

Use Your Email List to Create Targeted PPC Audiences

PPC email marketing makes it easy to grow and test new audiences, but if you have already got a major audience, your email list can improve your PPC results additionally.

Using the Customer Match feature in AdWords, you’ll be able to provide an inventory of emails to Google for PPC ad targeting. This enables direct targeting of identified prospects who have Google accounts, still as individuals who haven’t engaged along with your brand for a protracted period of your time. 

Customer Match currently works for Search, Shopping, YouTube, and Gmail advertising. Customer Match is very useful if you’ve got an email list segmented into specific groups supported interests or marketing status.

For example, if you have got an inventory of email addresses related to a webinar you hosted, you’ll display PPC ads alongside YouTube videos and searches. It’s one in all the simplest possible ways to form targeted ad campaigns that align with the goals of your email newsletters.

Read also: Tight Budget? Here 11 Marketing Tips for Online Business!


Cross functionality can strengthen your overall marketing performance. PPC and email marketing, if utilised in collaboration, can have a superbly symbiotic relationship within which one boosts the performance of the opposite, and contrariwise. The correct combination may result in additional precise targeting, larger audiences, higher click-through rates and more conversions.

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