Imagine you have an excellent cost per click on your most successful pay per click (PPC) campaign. You’re achieving an excellent return on ad spend (ROAS) and are ready to scale. But where do the leads go that didn’t convert? You can guide a horse to water but you can’t make them drink, right? Well, sort of. Some may argue they such have an amazing, irresistible product that people should convert instantly. Realistically, that is not always the case. Most people need time and nurturing to reach that final checkout.
Understanding User Behavior:
Let’s take a look at e-commerce fashion for example. Everyone has fallen victim to seeing a great product in a Google shopping ad. You click to the website, going back again a few hours later, and again the next day. All because you can’t get it out of your mind! Or you might be the type that’s been intrigued, clicked over, but may not be ready to buy in that instant. Either way, in both scenarios, no conversion occurred, but it did cost the brand money on their PPC campaign.
Where Email Comes into Play:
A strong email marketing strategy is a definite way to maximize return on your PPC campaigns. It all starts with an email capture. When leads land on your site from clicking an ad, they are prompted with a pop up that offers them an incentive to provide their email address. The outcome is a win-win – either the incentive makes them more inclined to purchase right then and there, or they give their email and can be nurtured after they leave the site.
After you collect their email, you can welcome and educate them on the brand through a series of automated emails. If they clicked over from the PPC ad, chances are they landed on the PDP (product detail page) of the item shown. If you are on an advanced ESP (email service platform), you can trigger emails based on “browse abandonment” and send them an email with the product they are interested in. Sort of like retargeting in ad jargon!
Now your lead that clicked over on your ad, cost you ad dollars, and didn’t convert, is now one step closer to converting and getting you paid.