Post by surovyakter on Jul 31, 2024 13:17:34 GMT 6
When it comes to digital marketing, we know that PPC and email marketing channels bring in some of the best returns on ad spend (ROAS). The trick to generating revenue from these two channels is to combine them into a well-oiled machine.
How? By creating a strategy that feeds your email marketing lists with high-quality leads.
In short: you can use ads to generate leads, and emails to Barbados Email List convert them into paying customers.
By using Facebook and Google Ads to reach the right audience, at the right time, with the right products, and strategically targeting those leads to convert, you can significantly increase sales.
Summary:
Benefits of an optimized cross-channel email and paid link strategy (PPC)
Using PPC Campaigns to Generate More Leads and Continually Grow Email Lists
Using optimized email campaign strategies to convert generated leads
Let's start!
Benefits of an optimized cross-channel email and paid link strategy (PPC)
When it comes to driving a steady stream of traffic to your website or product pages, email marketing can be a powerful tool. However, despite its value in terms of ROAS, average email conversion rates have been declining over time. Here’s a study from Barilliance that highlights this steady decline:
Benefits of an optimized cross-channel email and PPC strategy
Source: Barilliance
Does this mean the golden age of email marketing conversion is over?
Absolutely not! That same study showed that email accounted for 19.8% of all transactions, second only to paid searches.
We know that the success of an email marketing campaign (i.e. conversions) depends on the quality of leads in the specific segmentation of email subscribers . Therefore, by using ads to generate more qualified leads, you will have a greater ability to convert them with a winning email marketing strategy.email drip campaigns
Bottom line: It’s all about how you build and optimize your cross-channel email and PPC strategy, and the payoff is worth it.
Here are the top benefits of using pay-per-click (PPC) for lead generation:
It helps you attract new potential leads who are actively looking for what you are selling.
It provides valuable lead data and behavior metrics that you can use to optimize other areas of your marketing strategy.
It gives you more control over your sales funnel messaging at every touchpoint.
And most importantly, it helps you grow your list of leads and subscribers faster.
By creating a harmonious and seamless flow between your lead generation PPC and email conversion strategies, these high-performing channels feed off each other. This will create mutually beneficial cross-channel relationships that will:
Improve targeting
Generate more leads
Increase CTRs
Improve conversion rates
Reduce CACs
Improve customer churn rates
For both digital marketing channels!
Simply put, it will boost your company’s key marketing KPIs across the board. It’s all about leveraging a growing email list full of quality leads to boost conversions.
Now that we know why , let’s look at how . How can you use ads to generate leads and email to convert them?
Following these two fundamental steps:
Step 1: Using PPC Campaigns to Generate More Leads
The first step is to use the right PPC campaigns for lead generation and optimize them to ensure that the leads you are getting are not too general (i.e. have high purchase intent).
The two main channels you should use to build your PPC lead generation campaigns are Google Ads and Facebook. Let’s look at each in more detail.
How to Generate Quality Leads with Google Ads
Google campaigns that generate high-performing leads should be set up to:
Explore purchase intent accurately
Reach and engage new audiences
There are two main ways to use Google Ads to grow your email lists:
Google Ads Lead Extension
The first type of Google ad you should test for your business in terms of lead generation is lead form extensions . Since they’re designed to generate leads specifically from Search, YouTube, and Discovery, leads can be retargeted with email campaigns.
Here’s an example of lead form extensions in action, where Jeep saw a 10x increase in completed leads, compared to other campaigns.Google lead extension ads
Pro tip : By combining broad match keywords and smart bidding, you can automate the optimization of your lead generation campaign. The combination of tools allows Google to evaluate billions of signal combinations in real time.
Google Ads that send leads to an optimized landing page
Next, you’ll want to create more traditional Google Ads awareness campaigns that link to a specific landing page (also known as a squeeze page) designed for lead capture. Whether you’re just a small online retailer or you run an ecommerce store, you’ll want to include the following ad types, which are described in detail in this guide on how to run Google Ads for eCommerce :
Search Ads
Smart campaigns
Video Ads
Display ads
No matter what type of campaign you have, make sure it’s optimized at the account level. This means improving and optimizing quality scores and making constant adjustments until you’re consistently driving leads to your email subscriber lists.
How to Generate Quality Leads with Facebook Ads
The next campaign to generate high-quality leads that you can convert with email is Facebook ads. There are several ways to do this:
Use entry ads for branded competitions
Offer ads that go to a lead-generating landing page
Use Facebook Lead Ads with built-in instant forms to specifically increase newsletter subscribers.
While having a dedicated landing page can be powerful when your lead generation offers need to be more specific, Facebook lead ads are ideal for continued subscriber growth.
The key here is to keep your campaigns as targeted as possible. This ensures that the leads you generate are highly targeted – that is, qualified.
The advantages of using Facebook lead generation over traditional methods are:
Highly targeted and targeted segmentation
There is no need to create specific landing pages per campaign
Automatic data filling
Better UX with form submission on the platform
To see just how powerful Facebook is for growing your email list, let's look at the results of a case study from the Royal Danish Theatre:
47% of their new email subscribers came directly from Facebook
The link ad campaign led to a 43% conversion rate.
Here's another example of a campaign from Volkswagen UK :
How to generate quality leads with Facebook ads How to generate quality leads with Facebook ads
By using a combination of ads including Facebook Lead, Instant Experience, Video, Story, and Instagram ads, they saw these results:
45% of all pre-launch leads came from Facebook Lead Ads
There was a 13 point increase in overall brand awareness
A quick note on landing pages for lead generation
Ideally, you’ll want to use a different landing page for a specific lead generation campaign. For example, let’s take a look at Mailbird’s landing page strategy:
We typically use completely different landing pages for social media ad promotion and lead generation campaigns designed to drive leads to our newsletters. For example, when we run Facebook or Google ads, we use some version of our homepage. Don’t like Outlook? Get Mailbird. If we run a signup promotion or lead generation campaign, we’ll typically use a specific landing page designed to push those specific leads through our sales funnel.
Don’t forget to optimize your landing pages so that they better convert your qualified leads into subscribers. If you find that your PPC lead generation campaigns are bringing in leads, but your landing pages aren’t converting , there’s a good chance that your landing pages:
They are confusing
They don't match your ads in terms of relevance
They are not engaging or do not show encouragement
Don't have a clear CTA
Pro Tip : Google Search is a great way to test CTAs and offers before moving on to the second stage of lead generation, your email marketing. Running campaigns to test CTAs or offers before using them on your lead generation landing pages or email marketing will help you optimize from the start.
One brand that’s a master at creating high-converting landing pages and lead-generating offers is Stitch Fix. Check out how they incorporate a style quiz to collect email addresses:A short note on lead generation landing pages A short note on lead generation landing pages
Step 2: Using optimized email campaign strategies to convert generated leads
Now comes the fun part: turning those qualified PPC leads into buyers.
An optimized email marketing campaign strategy should include a variety of tactics to reach different segments. Your leads should also move into different email segments as they move through the sales funnel.
In short, for an email campaign strategy to convert, it needs to be:
Highly targeted: matched to users with the highest purchase intent
Personalized: speak directly to your potential customers
Relevant: Meets users where they are in your sales funnel and purchasing decision
When it comes to relevance, there are three main touchpoints you should focus on: awareness, consideration, and repurchase. All three can be incredibly successful at converting leads.
Let's take a look at each one.
Welcome emails for new leads (acknowledgement)
A welcome email is a powerful tool in your lead generation email conversion sales funnel. Your new subscribers may not be quite ready to buy yet, but at this stage, they’re getting to know your brand, and your welcome email sets the tone.
Here are some statistics that prove it:
74% of your leads expect to receive a welcome email after signing up
With an average conversion rate of 51.94% , welcome emails were the highest-converting automated messages in 2020.
Open rates for welcome emails average between 30-50 %
A successful welcome email should:
Tell a story
Deliver on the promise made in your sponsored lead generation campaign
Be highly personalized to the user
Encourage more engagement
Be clear and friendly
Have an email signature designed to convert your recipient into a lead
Here’s an example of a brand that knows the power of a good welcome email.
How? By creating a strategy that feeds your email marketing lists with high-quality leads.
In short: you can use ads to generate leads, and emails to Barbados Email List convert them into paying customers.
By using Facebook and Google Ads to reach the right audience, at the right time, with the right products, and strategically targeting those leads to convert, you can significantly increase sales.
Summary:
Benefits of an optimized cross-channel email and paid link strategy (PPC)
Using PPC Campaigns to Generate More Leads and Continually Grow Email Lists
Using optimized email campaign strategies to convert generated leads
Let's start!
Benefits of an optimized cross-channel email and paid link strategy (PPC)
When it comes to driving a steady stream of traffic to your website or product pages, email marketing can be a powerful tool. However, despite its value in terms of ROAS, average email conversion rates have been declining over time. Here’s a study from Barilliance that highlights this steady decline:
Benefits of an optimized cross-channel email and PPC strategy
Source: Barilliance
Does this mean the golden age of email marketing conversion is over?
Absolutely not! That same study showed that email accounted for 19.8% of all transactions, second only to paid searches.
We know that the success of an email marketing campaign (i.e. conversions) depends on the quality of leads in the specific segmentation of email subscribers . Therefore, by using ads to generate more qualified leads, you will have a greater ability to convert them with a winning email marketing strategy.email drip campaigns
Bottom line: It’s all about how you build and optimize your cross-channel email and PPC strategy, and the payoff is worth it.
Here are the top benefits of using pay-per-click (PPC) for lead generation:
It helps you attract new potential leads who are actively looking for what you are selling.
It provides valuable lead data and behavior metrics that you can use to optimize other areas of your marketing strategy.
It gives you more control over your sales funnel messaging at every touchpoint.
And most importantly, it helps you grow your list of leads and subscribers faster.
By creating a harmonious and seamless flow between your lead generation PPC and email conversion strategies, these high-performing channels feed off each other. This will create mutually beneficial cross-channel relationships that will:
Improve targeting
Generate more leads
Increase CTRs
Improve conversion rates
Reduce CACs
Improve customer churn rates
For both digital marketing channels!
Simply put, it will boost your company’s key marketing KPIs across the board. It’s all about leveraging a growing email list full of quality leads to boost conversions.
Now that we know why , let’s look at how . How can you use ads to generate leads and email to convert them?
Following these two fundamental steps:
Step 1: Using PPC Campaigns to Generate More Leads
The first step is to use the right PPC campaigns for lead generation and optimize them to ensure that the leads you are getting are not too general (i.e. have high purchase intent).
The two main channels you should use to build your PPC lead generation campaigns are Google Ads and Facebook. Let’s look at each in more detail.
How to Generate Quality Leads with Google Ads
Google campaigns that generate high-performing leads should be set up to:
Explore purchase intent accurately
Reach and engage new audiences
There are two main ways to use Google Ads to grow your email lists:
Google Ads Lead Extension
The first type of Google ad you should test for your business in terms of lead generation is lead form extensions . Since they’re designed to generate leads specifically from Search, YouTube, and Discovery, leads can be retargeted with email campaigns.
Here’s an example of lead form extensions in action, where Jeep saw a 10x increase in completed leads, compared to other campaigns.Google lead extension ads
Pro tip : By combining broad match keywords and smart bidding, you can automate the optimization of your lead generation campaign. The combination of tools allows Google to evaluate billions of signal combinations in real time.
Google Ads that send leads to an optimized landing page
Next, you’ll want to create more traditional Google Ads awareness campaigns that link to a specific landing page (also known as a squeeze page) designed for lead capture. Whether you’re just a small online retailer or you run an ecommerce store, you’ll want to include the following ad types, which are described in detail in this guide on how to run Google Ads for eCommerce :
Search Ads
Smart campaigns
Video Ads
Display ads
No matter what type of campaign you have, make sure it’s optimized at the account level. This means improving and optimizing quality scores and making constant adjustments until you’re consistently driving leads to your email subscriber lists.
How to Generate Quality Leads with Facebook Ads
The next campaign to generate high-quality leads that you can convert with email is Facebook ads. There are several ways to do this:
Use entry ads for branded competitions
Offer ads that go to a lead-generating landing page
Use Facebook Lead Ads with built-in instant forms to specifically increase newsletter subscribers.
While having a dedicated landing page can be powerful when your lead generation offers need to be more specific, Facebook lead ads are ideal for continued subscriber growth.
The key here is to keep your campaigns as targeted as possible. This ensures that the leads you generate are highly targeted – that is, qualified.
The advantages of using Facebook lead generation over traditional methods are:
Highly targeted and targeted segmentation
There is no need to create specific landing pages per campaign
Automatic data filling
Better UX with form submission on the platform
To see just how powerful Facebook is for growing your email list, let's look at the results of a case study from the Royal Danish Theatre:
47% of their new email subscribers came directly from Facebook
The link ad campaign led to a 43% conversion rate.
Here's another example of a campaign from Volkswagen UK :
How to generate quality leads with Facebook ads How to generate quality leads with Facebook ads
By using a combination of ads including Facebook Lead, Instant Experience, Video, Story, and Instagram ads, they saw these results:
45% of all pre-launch leads came from Facebook Lead Ads
There was a 13 point increase in overall brand awareness
A quick note on landing pages for lead generation
Ideally, you’ll want to use a different landing page for a specific lead generation campaign. For example, let’s take a look at Mailbird’s landing page strategy:
We typically use completely different landing pages for social media ad promotion and lead generation campaigns designed to drive leads to our newsletters. For example, when we run Facebook or Google ads, we use some version of our homepage. Don’t like Outlook? Get Mailbird. If we run a signup promotion or lead generation campaign, we’ll typically use a specific landing page designed to push those specific leads through our sales funnel.
Don’t forget to optimize your landing pages so that they better convert your qualified leads into subscribers. If you find that your PPC lead generation campaigns are bringing in leads, but your landing pages aren’t converting , there’s a good chance that your landing pages:
They are confusing
They don't match your ads in terms of relevance
They are not engaging or do not show encouragement
Don't have a clear CTA
Pro Tip : Google Search is a great way to test CTAs and offers before moving on to the second stage of lead generation, your email marketing. Running campaigns to test CTAs or offers before using them on your lead generation landing pages or email marketing will help you optimize from the start.
One brand that’s a master at creating high-converting landing pages and lead-generating offers is Stitch Fix. Check out how they incorporate a style quiz to collect email addresses:A short note on lead generation landing pages A short note on lead generation landing pages
Step 2: Using optimized email campaign strategies to convert generated leads
Now comes the fun part: turning those qualified PPC leads into buyers.
An optimized email marketing campaign strategy should include a variety of tactics to reach different segments. Your leads should also move into different email segments as they move through the sales funnel.
In short, for an email campaign strategy to convert, it needs to be:
Highly targeted: matched to users with the highest purchase intent
Personalized: speak directly to your potential customers
Relevant: Meets users where they are in your sales funnel and purchasing decision
When it comes to relevance, there are three main touchpoints you should focus on: awareness, consideration, and repurchase. All three can be incredibly successful at converting leads.
Let's take a look at each one.
Welcome emails for new leads (acknowledgement)
A welcome email is a powerful tool in your lead generation email conversion sales funnel. Your new subscribers may not be quite ready to buy yet, but at this stage, they’re getting to know your brand, and your welcome email sets the tone.
Here are some statistics that prove it:
74% of your leads expect to receive a welcome email after signing up
With an average conversion rate of 51.94% , welcome emails were the highest-converting automated messages in 2020.
Open rates for welcome emails average between 30-50 %
A successful welcome email should:
Tell a story
Deliver on the promise made in your sponsored lead generation campaign
Be highly personalized to the user
Encourage more engagement
Be clear and friendly
Have an email signature designed to convert your recipient into a lead
Here’s an example of a brand that knows the power of a good welcome email.