Leverage Google Adwords Towards Email Marketing

If you’re anything like me, and you probably are, you pretty much instantly delete almost every marketing email the pops up in your inbox. We spend a ton of time carefully putting together an email with an eye catching subject line and an offer that should be killer and if we’re lucky out of 100 emails we send out, only 5 will even bother opening them, ouch!

What you might not know is that you can use the data you’ve already collected in AdWords to really make the best of it and look like an AdWords expert in front of your clients.

Customer Match in Google AdWords

If you do any kind of email marketing and haven’t used Adwords Customer Match until now, you’ve been missing out. This powerful tool allows you to either target or exclude your current list from Search, Display and other Google properties by uploading your email list to Adwords. This gives you another way to reach out to your email list, without actually, well… emailing them.

Assuming you have already created yourself a list of emails, setting this up in Adwords is relatively easy. Here’s a quick play by play of how to upload your email list:

  • “Wrench” icon in the top right corner
  • “Audience Manager” under the Shared Library section.
  • “Audience Lists” on the left.
  • “+” button to create a new audience list.
  • “Customer List.”
  • You can choose to either upload a txt file or a hashed data file.
  • Check the box that says “This data was collected and is being shared with Google in compliance with Google’s policies.”
  • Set a membership duration
  • “Upload and Create List.”

Great! Now what?

Alright, so now that we have that list uploaded, let’s segment this list in order to really take advantage of this targeting method.

You can create all kinds of audiences from this list:

  • New and engaged email subscribers who have not become customers.
  • Email subscribers who have not opened an email recently.
  • Email subscribers who are existing customers and would be a good fit for an upgraded product or service.

Since all of these audiences are different, we need to approach them accordingly. This mean we can deliver a different and custom tailored message to each group and increase the chances of converting.

Each audience will need it’s own strategy

There’s a few ways you can go about building a strategy for each of your segmented audiences and you can test a few options to see which works best for you.

Targeting new and engaged email subscribers

Anytime someone reaches out to my digital marketing agency via email or they fill out a form, we send them a weekly email that shows our recent performance success stories with by presenting them with a case study.
We send our first email that’s more of an introductory email and that’s pretty obvious. But we also add their email to a list and turn them into a customer match campaign within Google Adwords. The initial email also reaches out with a call to action, in our case it’s booking a phone conversation with a marketing expert. The segment we create in AdWords is of those that got the email but unfortunately didn’t take any action. We can now create a dedicated campaign for these guys and go for more generic keyword terms than we normally would since we know there is a high chance of converting.

Targeting unengaged email subscribers

You’ve sent them a few emails but they just don’t nudge? It’s probably not going to help sending any more emails either. Since we send emails on a weekly basis, it takes about 30 days from the time a user gets their first email until they get their 3rd email, if they don’t take any action by this time, they fall into this category and we add them to a separate Customer Match segment. We built a dedicated campaign design to target this audience and make sure our ads are delivering a message that are likely to grab their attention such as a special promotion.

Upselling to your existing clients

If you already have clients, you can and should offer them more services and additional products. While hunting for new business is always something you should be busy doing, getting your current client base or previous clients back in the funnel is just as important. In this case, we create a Customer Match segment for anyone that falls under the conditions of an existing client, which should be very easy to compile. Now build a dedicated campaign targeting only them, with ads that are more focused on other services you offer. This can work well for any kind of business, from selling a physical product to a paid subscription.

If you enjoy my blog feel free to share this post and better yet, join my facebook group.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *