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Lena Waters is the director of marketing for EmailLabs. She is responsible for all messaging, branding and lead generation initiatives, including online, print, search, email, public relations and event programs, with a strong focus on analytics to drive measurable growth in demand and revenues. Lena has nine years of experience in business-to-business marketing, with a focus on interactive and online programs, including marketing and business development positions at Wärtsilä and Thrive Media. Lena received the Stevie Award for "Best Marketer" from the American Business Awards in 2006.

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Want to Add More Conversions? Add Permission-Based Marketing to Your PPC Landing Pages

Written on
September 14th 2006
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by Lena Waters  |
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If you’re like many online marketers, Pay-Per-Click (PPC) advertising takes up a sizable chunk of your budget, and email marketing is a regularly implemented program. But, somehow, you rarely even think of using “PPC” and “email marketing” in the same sentence — let alone of combining the two in a coordinated, integrated way.

Believe it or not, putting your email opt-in invitation on the landing pages of your PPC campaigns is a simple — and frequently overlooked — way to boost your conversion rates and revenue.

Your PPC landing pages are often “one shot” propositions — the destinations visitors stumble upon only once. Permission-based email marketing extends your reach beyond a single site visit, finding these same visitors weeks, months or even years later — when they may actually be ready to convert or buy.

Skeptical? Consider this: if, on average, less than 3 percent of Pay-Per-Click visitors follow through with the intended call-to-action on your landing pages, and an equally small percentage convert and become buyers, what’s your paid search ROI?

Now what happens to ROI if you get more of these visitors to convert or buy without throwing additional money at them? It costs nothing to add an e-mail opt-in to your landing pages — and any additional business simply boosts the ROI of your PPC spends.

Don’t do anything drastic to your PPC landing pages
The only way to effectively combine PPC and permission-based email marketing — without leading your PPC visitors down the wrong (navigational) path — is to drive your visitors to take a single, desired action from your landing pages.

If you missed Effective Landing Pages 101 (usually taught in the marketer’s school of hard knocks), each landing page should be specifically customized based on the key words you purchased. If that key word is “bagels,” your landing page should offer concrete information on who you are and what you offer — in relation to bagels.

In addition, every word, link and image on your landing page should be powerfully optimized to drive your visitors down one specific conversion path — whether that’s buy now, sign up for an offer or download a demo.

That said, you can easily gain permission to stay in contact with your visitors, without distracting them from your primary marketing objective.

The how depends on what your email marketing goal is:

• Do you want to capture a fraction of the 97 percent who might otherwise click away from your site and be lost forever?

• Or do you want to focus on the 3 percent who do actually convert — and turn a higher percentage of them into buyers over time?



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Reader Comments.

great article, Lena! keep it up….

Posted by Graeme Thickins | 12:45 pm on September 15, 2006.

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