Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
3 minutes reading time
Marketers typically prefer paid search as the de facto acquisition channel because search inventory converts well and is supported by a robust tool platform. Why does search convert so well? Because marketers feed it with transaction requests and declare their purchase intent. Despite the never-ending broad matching transitions, it remains the most relevant ad inventory available to marketers.
Your next best option for retargeting users who haven't yet converted depends on how your offer resources are arranged and how deeply you engage the user the first time. Retargeting (Facebook, Google) provides expensive follow-up inventory to re-aware users of responsive display ads spread across the entire web of content. However, if you collect emails, whether for newsletters, free trials, webinars, etc., you can use this as a more targeted way to hunt down these “potentially in-market” users.
The mobile web browser, Facebook, Tiktok, Youtube – i.e. post-search ad inventory – is a busy place these days. Modern video editing tools have created an addictive short format that is inexpensive to create. The user's mindset here is to ignore your ad to further satisfy their content craving. Moral hazards aside, I don't want my ads to compete with it if I can help it.
Queue emailing: Email newsletters are advertising that increase awareness. But these ads are not like the others; They live in an email client. They briefly attract a unique focus and give you the opportunity to create a deeper connection (unlike display advertising on social media or streaming) because the user is in a different mode of consumption.
As with all forms of advertising, engagement also decreases with newsletter distribution. When used as a secondary touchpoint that is easily removed from an in-market statement, email open rates and in-body click interactions are high. In other words, email is a very effective follow-up tool compared to retargeting.
If you already do paid search and collect emails, adding an email marketing system (EMS) to your martech stack is easy and cost-effective. Marigold's Campaign Monitor is a list-driven, self-service offering that you can connect to your CRM or internal database. Once you've imported your subscriber list, your next step is to design the look and feel of your email outreach.
The platform has a variety of professional responsive templates to help you shape the response to your engagements. Once you've mastered a Google responsive display template, you'll have what it takes to design your first email. However, unlike these display ads, this chain of conversations continues.
The Campaign Monitor by Marigold platform provides open rate analytics; Click-through rate by link, by timestamp, at aggregate level and even at user level for each campaign. As you improve your understanding of email execution, you will integrate the tools offered by Campaign Monitor, such as segmentation and personalization, to further improve performance.
90% of paid searches do not result in a conversion. If what you sell is expensive, 99% of it won't convert. Maximize your second chances cost-effectively by implementing an EMS. Start a free trial of Campaign Monitor.
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Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
