Conversions in Search Engine Marketing

eMarketing an add-on to search engine marketing

When you suggest eMarketing as an add-on to a search engine marketing campaign these days, there are usually a few blank looks.

In many consultants’ minds, eMarketing is an old school technique that was popular when Tom and Meg were loved up in You’ve Got Mail. It’s true that eMarketing is one of the oldest methods of digital marketing, but it was also the first to focus on online conversions.

Conversion is a big aspect of every digital marketing agency these days, and eMarketing is the one to thank for it.

Ironically, when SEM first became a legitimate marketing channel, the focus for consultants was purely on traffic numbers. Get as many people to your website as you possible could and the rest will take care of itself.

Now, companies have switched on and realised that if you focus on converting a smaller number of visitors into actual customers (i.e. they buy/enquire/contact you), you’ll be more effective. It’s a wonder it took people so long when you eMarketing was providing a prime example of conversion-focused online marketing.

Whilst eMarketing has dropped off a little bit in popularity, PPC has risen up. I like to think that PPC is a new incarnation of eMarketing given their distinct similarities.

Similarities between eMarketing and PPC

1. Email Subject Line & PPC Ad Copy
Both are designed to grab your attention and distinguish from anything else around them. For eMarketing, that’s other emails in your inbox. For PPC, that’s the other ads in the SERPs. Without a catchy subject line or ad copy, both these mediums become useless. It’s the first – and most important – point of contact.

2. Email Body & Landing Page
The next point of call. In eMarketing, your email’s body text would elaborate on your subject line. If the two didn’t match or the email body failed to meet the hype of the subject line, it’s a failure. It’s the same for PPC. If your landing page content/banners don’t match up with what was promised in your ad copy, you’ve just wasted money.

3. The ultimate goal is conversion
For both eMarketing and PPC, conversion is the ultimate goal. As opposed to SEO, the investment in eMarketing and PPC is greater, so the need for a high conversion rate is paramount. Conversion is key for SEO, but not as much as it is for PPC and eMarketing.

So, if I’m looking at conversions in SEM, what do I choose?

Whilst there are some distinct comparisons, both eMarketing and PPC can be a focus for your SEM/digital marketing campaign. They aren’t separate entities, and together can both generate considerable conversions for your business.
A great strategy is combining eMarketing and PPC by sending email conversions to your ready made landing page. Two birds with one stone!

Of course, only with proper planning and execution can such results happen. That’s where a professional – like our search engine marketing consultants – come into the picture. We can manage and advise on your PPC and eMarketing campaigns.

If you would like to chat about Search Engine Marketing, or would like to learn more about PPC, contact Jayson Rodda on 1300 76 00 84.

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