Here’s a simple 4-step technique to grow your opt-in lists,
find new customers, and make the most of your pay-per-click budget.
Pay Per Click – The
The most common use for pay-per-click advertising (search
advertising) is direct sales. Here’s a vastly simplified picture of a standard PPC
out your target keywords
on a bunch of terms
traffic to your site
This works really well if you get it right, but it has a
fairly large, obvious weakness: The visitors you get from pay-per-click are usually
first-time site visitors & it’s much, much harder to turn a new visitor
into a customer than it is to sell to someone who’s already warmed to your
As an email marketer you know this. That’s a big part of
your job: Get permission to talk to your prospects regularly and you have a
much greater chance of turning them into customers.
How to Use Email to
Improve Pay-Per-Click Results
Here’s a simple technique you can use to join up PPC &
email and get great results. We’ll take a B2C example to illustrate, but this
will work equally well (if not better) in most B2B scenarios.
Step 1: Target
searchers early in the ‘research’ phase
To do this we’d bid on phrases like “how to buy a tv”, “tv
reviews”, “best tv”, and thousands of other much less expensive variations!
Step 2: Create
something to help these people with their research
We’ll put together an ebook, “Everything You Need To Know
About Buying a TV in 2009”. We’ll put this in PDF format.
Step 3: Turn the
visitor into a subscriber
To convert the visitor into a subscriber we'll create a 2-step landing page on our site.
Page 1 would be a short sales pitch for your free
“Everything You Need To Know...” ebook. The page will also contain an opt-in
form, asking for “name”, “email address” and perhaps another key bit of
information: “Budget”, “Location”, “Type of TV you’re interested In” for
example. All of this along with a checkbox “I am happy to receive emails from
...”. In other words, the visitor is opting in to our emails in exchange for downloading
our free ebook.
Page 2 would be a ‘thank you’ page containing a link to our free
PDF ebook. Maybe we’ll include a list of best selling TVs, or a call to action
back to our homepage to avoid this page being a ‘dead end’, engage the visitor
a little more, and perhaps pick up some sales.
Step 4: Turn the
subscriber into a customer
We know our new subscriber is in the research phase for
buying a TV. Ideally we can then send them an automated series of emails to
grow them from an ‘early researcher’ to a ‘customer’. Alternatively, if we don’t
have the tools to support that, we can simply move them onto our regular email
Either way, the ability to speak to this prospect regularly
gives us a much better chance of gaining them as a customer than we would if we
just pushed them straight from a search for “TV Reviews” to a page of “Top
Selling” TVs on our website.
This is a simple B2C example, but the tactic has unlimited
applications and can work far better in the B2B space, using how-to guides,
whitepapers and reports in exchange for permission to speak to your web visitors through email.