Email vs PPC - The Real Truth

The Real Truth About Email Marketing Vs Pay-Per-Click

Online marketing can feel like looking at a menu in a new restaurant. Surely most of the options will be delicious, but how do you choose the one that is best for you?

Read on to find out the advantages and disadvantages of both email marketing and pay-per-click methods.

What is Involved With These Marketing Methods?

Email marketing is marketing that is done by emailing a list of subscribers. These subscribers have signed up for the newsletter of the particular business, and at one time or another have expressed interest in the brand.

Pay-per-click marketing is a type of advertising that involves posting ads in places such as search engine results, social media campaigns, and various other sites around the web.

Is it Smart to Use Multiple Methods?

Of course, each of these methods has good qualities and pitfalls. One practice commonly used by new business owners is to try out every possible type of marketing available to them. Typically, the thinking process on this is that if more methods are used, the more their business will get in front of people. Although this sounds like it would be true, deciding upon one marketing technique at a time is generally more profitable. This is because you are spending more time and energy on one thing, instead of being spread thin trying to accomplish too much at once.

Your finances are important to you, and it is vital to find one type of marketing that will place your brand in front of the most people possible, without breaking the bank. To decide which method is the best for your company, we have to dive deeper and see what each technique accomplishes, and how to implement each one.

Introducing Pay-Per-Click Marketing

As mentioned above, pay-per-click advertising is a form of marketing that involves putting your ad in front of people either on search engines, social media, or other platforms. It is called pay-per-click because you get charged for each time a potential customer clicks on your ad.

Costs of Pay-Per-Click Advertising

This might seem like it would cost a lot, but the price tag doesn't have to be monumental. The price per click is typically pennies, but thousands of clicks can certainly add up, however, one significant aspect of this type of marketing is that you can set both time and monetary limits. This means that once you have reached a certain level on the price, the ad is automatically withdrawn and you are no longer charged.

This can be beneficial as a new business owner because you are in charge of how much you want to spend. You can also decide how long the ad will be active so you can advertise flash sales or change your ad every so often to keep things fresh and exciting.

Getting the Most Out of Your Investment

Although the price may deter some business owners, the return on investment for this type of advertising is typically steep. This is because this type of advertising puts your business in front of a large audience, some of which may have never heard about your company. More traffic typically means more conversions, and more customers mean more free advertising via word of mouth.

Using PPC to Build an Email List

Additionally, some of these people may also sign up for your email list, if you have one. We will get into email marketing later, but capturing emails is always an excellent practice for online businesses. You may not want to use email marketing now, but if you decide in the future to use it, an extensive list of subscribers is very nice to have.

Utilizing Target Audiences

You may be asking, “How do I know these people will convert? What if they aren’t even interested in my products?” The key to answering this question involves target audiences. Target audiences are the people you are aiming your advertisements towards.

Many search engines or other platforms that offer pay-per-click advertising can automatically detect what you are selling and who you are targeting based on your ad, which means that your ad is placed in front of the people who are most likely to purchase your product. You can also select your own target audience when setting up the campaign if you would like to do that.

Creating an Advertisement That Converts

If you choose to use pay-per-click advertising, make sure to spend time creating a quality advertisement that will attract customers. Research what makes a fantastic ad and implement those strategies. The more compelling an ad, the more clicks it will get.

Pros of Pay Per Click Marketing

  • Re-marketing is an available option. Re-marketing refers to the process of reaching people who have previously visited your site.

  • The results from PPC are easily measurable.

  • Strong ROI with little initial investment.

  • Consistent and swift results.

  • PPC can be targeted on a global or local level, and anywhere in-between.

Cons of Pay Per Click Marketing

  • The first and most common disadvantage is that it is not free.

  • The advertisement is only temporary and ends immediately after the ad is taken down.

  • It could be excessively complicated due to arising of unforeseen factors. Due to this, setting up a successful PPC campaign requires extensive experience.

Introducing Email Marketing

Email marketing is entirely different from pay-per-click advertising. Pay-per-click campaigns are put mainly in front of people who have not purchased from your company before. These advertisements are used primarily to attract brand new traffic. Email marketing involves sending emails to people who have subscribed to your email list. These people can be potential buyers, returning customers, or someone who just enjoyed reading an article on your website.

Specializing Your Email Campaign

However, this does not mean that you have to send the same email to every person who is subscribed. Within most auto-responders, you can sort by age, where the lead came from, and what they are interested in. This is helpful because it allows you to design different campaigns for different types of people, leading them directly to the product or service that will best suit their needs.

How Email Marketing Is Used

Generally, E-Mail marketing is aimed at building trust with prospective clients. This is a well-crafted method through which businesses keep in touch and strengthen their relationship with their existing clients while trying to build the confidence of new and prospective clients. Email marketing can take the form of either a direct email (used for promotional offers) or a transactional email (sent as a result of a transaction between a customer and the business in question). It could be used to confirm a purchase and show the details of a transaction.

Building a Quality Email Campaign

Building a quality email campaign is an art. Subject lines should be crafted to grab the attention of the reader, as a creative subject directly impacts open rates. However, be careful to stay within the optimal word count, which is between 12 and 18 words. Too long and readers will just skip over it.

Pros of Email Marketing

Similar to pay per click, email marketing also has its own pros and cons. The pros include:

  • You own this audience

  • Results are easily tracked. You have the ability not only to see open rates, but to measure sales against specific email campaigns are launched.

  • Each email can be personalized to the customer or prospect.

  • Cost is very minimal. Some auto-responders for email campaigns are even free!

Cons of Email Marketing

  • Building a substantial subscriber list takes time

  • With increasing client lists, costs to deliver these emails can rise

  • Emails may or may not be opened and read by prospective clients

  • The design of your email needs to be compatible with mobile devices as most emails are opened from mobile devices.

Choosing a method to market your brand can be hectic. Take the time to research each method thoroughly and decide which one is right for your company. It makes sense that different companies use different channels, as each brand is unique. Even though it can be stressful to choose just one, keep in mind that the method used can always be revised in the future as your business grows and evolves.

And most importantly, don’t look at channels as demand generation (demand-gen) solutions. Each channel has its merit, and when they are paired together with the appropriate budget, that’s when we start looking at a highly scalable business.

David Bozin