During my tenure on the Customer Success Team at WordStream, I consulted for hundreds of marketing teams. One of the most common problems I saw was that each member of each team was working in a silo.

The paid media guy was responsible for paid media. The SEO woman was responsible for SEO. The Lead Nurturer was responsible for email marketing.

You get the picture — no one had a clue what anyone else was doing.

The reality is, the more cross-functional communication you have, the stronger your marketing programs become. Here at WordStream HQ, we’re making a conscious effort to enact this and it’s definitely paying off, particularly in the realm of email marketing and paid search.

We’ve also partnered with Constant Contact to provide WordStream customers with access to Constant Contact’s industry-leading email marketing tools. (Learn more about the partnership.)

Here are the top six ways your paid search and email marketing programs can work hand-in-hand:

1. Use paid search to fuel your email list

Paid search is the perfect way to re-fuel your funnel with brand new, qualified prospects. Through pay-per-click (PPC), you can display your ads to searchers who are actively looking for your products and services.

If they click through to your website, you can attain their email details one of three ways:

  • Set up an email address sign-up form as your primary conversion goal. You can do something simple, like “sign up for more information,” or go the extra mile and offer an incentive like a whitepaper download, complimentary trial, or free quote.
  • Capture your buyer’s email address during the purchasing process. You convinced someone to convert right off the bat? Nice — just don’t forget to snag their email as they check out. This is the perfect way to create a list to target for upsells, cross-sells, or replacement purchases in the future.
  • Didn’t convince them to convert during their initial visit? Don’t despair! You can include a secondary call to action on your landing page to solicit their email address for future nurtures. Entice them to fill out the sign-up form by offering to keep them in the loop on upcoming sales or providing free shipping on future orders.

Constant Contact customers can easily add a sign-up form to any page of their website to make it easy for people to opt in to their list. Find out how.

2. Test your calls-to-action and offer with paid search

Your emails may have incredible open rates, but if they don’t include a compelling call to action (CTA), you’ve wasted a great headline. Because CTAs are the most crucial component in driving email conversions, our team here at WordStream has devoted a great deal of time and research to crafting persuasive CTAs. However, we don’t just guess whether or not they will be a slam dunk with our target audience — we test.

At this point we’re pretty good with the predictions, but there are definitely times that we miss the mark. To avoid these frustrating flops, we now test all new CTA/offer ideas on PPC landing pages before we use them for emails. This strategy is fairly low-risk because it doesn’t hit a huge group of people at once. Instead, we can monitor their behavior and pivot quickly if the test does not yield positive results.

A few years ago, our go-to CTA was “sign up for a free trial of WordStream Advisor.” Definitely not the most star-studded offer, but we felt like it was getting the job done just fine. Then, we had the brilliant idea of building the AdWords Grader, a free tool that analyzes an AdWords account and spits out a report card showing users exactly which sections of their account need a little extra love.

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We were pretty confident that “Get Your FREE Report Today” would be a more compelling CTA, since the offer was directly in-line with the help most people were looking for, but plenty of people were skeptical of the change. We knew that rolling it out across the board was a risky move, so instead we opted to test the waters by running it in a paid search campaign. At a 5X conversion rate, results were so stellar that we had all of the data we needed to get the green light to offer it in our email campaigns.

You can test different calls to actions in your email marketing, as well. With an email marketing service like Constant Contact, you’ll have access to valuable metrics like opens and clicks to see how you’re different calls to action are performing. Learn more. 

3. Upload your email lists to run identity-based PPC ads

Identify-based marketing is all the rage nowadays. In fact, now that it’s available on various networks, our founder Larry Kim goes as far as to say that it’s “the most important trend happening in PPC today.” I must admit, I’m inclined to agree. It’s the perfect convergence of PPC and email marketing.

Here’s how it works:

Advertisers can upload targeted email lists into AdWords (through Customer Match), Twitter and Facebook to serve ads/establish bids that are customized specifically for that prospect segment.

If you’re currently running email marketing campaigns, you’ve probably already segmented them into specific groupings based on their stage of the purchase journey. You can export these lists from your email marketing accounts and reuse them for your PPC campaigns and voila, you’ve cut a huge chunk of time out of the setup process!

4. Leverage remarketing ads to hammer your offer home

As tempting as it is to pummel your prospects’ inboxes with offers, it usually just earns you an “unsubscribe” or an “automatically move to junk mail” label. In fact, I have refused to talk to sales guys who clutter my inbox, even if I was originally completely gung-ho about their product. That said, data shows that people are more likely to follow through with a purchase if they see a brand’s name repeatedly. This creates a tough challenge for email marketers, who are desperate to keep their brands top-of-mind for prospects without driving them crazy.

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Rather than spamming their inboxes to stay fresh in prospects’ minds, run remarketing campaigns so your ads appear while they are browsing the internet (you can target anyone who has visited your site!). These ads are less intrusive than emails and have proven to be incredibly effective. As you can see below, the more someone sees these ads, the more likely they are to complete a conversion.

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If you rely on remarketing for branding purposes, it’s safe to reduce your email frequency. Prospects will no longer be jaded by your incessant emails and will be more likely to read the few high-quality messages that you send.

Here are some tips for finding the right email sending frequency.

5. Test visuals with paid search

If you’re a WordStream fan, you’re probably very familiar with the squadron of “PPC kids” featured on our website and in many of our ads and our email communications. Why the obsession with cute kids in costume? It all started with Rocketboy, who was featured in one of our PPC banner ads. These ads had such a high interaction rate that we started including him in email promotions, too.

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Nowadays, when we use imagery in emails (we only do it for a select few), we only use images that have proven to resonate with our audience through Facebook, Twitter, and Google Display Network ads.

6. Use email performance to drive Gmail Sponsored Promotions (GSP) messaging

With GSPs, you can target prospective clients based on their Gmail account activity. If the keywords you’re bidding on exist in their inboxes, your ad will be eligible to appear in their Gmail account. Pretty clever, huh?

Ads for GSPs have two components, a teaser “collapsed” ad and an expanded ad unit, which is similar to an image ad.

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Since the teaser line is similar to a closed email, we know that we want it to read like an email subject line. So, for copy inspiration, our paid search manager turns to email headlines that have yielded high open rates for our email marketing campaigns. While we weren’t seeing great results with GSPs in the Wordstream account originally, we are seeing that our “tried and true” headlines have generated a lift in click through rates.

Are you leveraging your paid advertising and email marketing data to boost each other’s success? If not, give one of these ideas a try today!

On November 8th, Social Media Examiner’s Facebook Page — with over 380,000 fans — disappeared.

For 36 hours, no one could quite figure what had happened to it or why it seemed to vanish into thin air.

Luckily, through the effort of hundreds (yes hundreds) of people, Facebook was able to recover and restore the page, which is now back up and running.

But the incident does bring up an important question:

What would you do if your Facebook Page disappeared?

As the world’s largest online social media magazine, there’s no doubt that Social Media Examiner founder, Mike Stelzner and his team were able to get a quick response from Facebook. But as a smaller business or organization, you may be at a loss at what to do next.

As social media expert, Mari Smith explains, this incident is an important reminder that while your Facebook Page is an incredibly valuable marketing asset, you do not own your Facebook Page or the audience that has liked your Page.

Luckily, there are outlets you can own that will put you in a better position if Facebook or any of the other social media sites were to disappear.

Your email list is the best example of this. Your email list is composed of people who have opted-in to learn more about your business or organization.

You can communicate with this audience directly and know that your message has been delivered. You won’t be limited by the constant changes that often come with using social media platforms, and won’t be at risk of losing these connections if your page is disrupted or disappears.

That doesn’t mean you should abandon your Facebook Page.

Facebook, and other social media sites like Facebook, Twitter, LinkedIn, and Pinterest, are perfect for reaching new audiences for your business.

But to get the most from these platforms, you should be focused on bringing fans and followers to the platforms you do own — like your website and blog — and encourage them to join your email list.

How can you take ownership of your contacts?

Continue as you normally would by engaging your fans and followers on these different social networks, but on occasion, share links to the properties you do control — this could include links to your blog, pages on your website, or directly to your email sign-up form.

Add an embeddable sign-up form to your blog, and any of the pages you share on your site.

You can also offer something special in exchange for someone joining your email list from Facebook. This could be a sweepstakes, a coupon, or perhaps a free download or special report.

You can also take advantage of the advertising options offered by these sites.

With Facebook Advertising, you can create a highly-targeted audience and pay to promote your content. You can target existing fans that won’t see every update you share on Facebook, or reach beyond your existing fan base to target new audiences on Facebook.

Constant Contact’s tool for Facebook advertising allows you to build an ad right from within your Constant Contact account to promote your emails to local consumers on Facebook, giving you the chance to bring even more people onto your email list.

As more people opt in to your email list, you’ll have the chance to drive even more traffic to your social media pages.

Use your email list to encourage people to connect on your social networks so you stay top of mind and reach their friends through social interactions.

This leads to the cycle repeating itself, growing your social networks and your email list at the same time.

Don’t panic.

It’s unlikely that your Facebook Page will vanish into thin air, but that doesn’t mean you should ignore the opportunity to take ownership of your contacts.

Take this opportunity to consider how you’re using your Facebook presence to point people back to destinations that you do own and can control — your website, your blog, and email list.

Use these resources to help you get started