How To Fit AdWords Into Your Overall Email Marketing Strategy


One risk that a lot of small businesses take when it comes to digital strategy is putting all their eggs into one basket. What I mean by this is that relying completely on one form of advertising and nothing else. A lot of the time, this is out of necessity given that it may not be financially viable to access multiple avenues of advertising, and that’s completely okay.

What I want to do in my first article of 2015 is to give some really easy and cheap tips on how to fit AdWords into a ‘bigger picture’ strategy and help kick off your 2015 efforts with a bang!

Integrating Google AdWords with email marketing

Many businesses have an opt-in email marketing setup through something like Mail Chimp or something similar. This is a great way to connect with your customers and generally speaking, connect with an audience who are more likely to engage and become good loyal customers or clients.

The way that Google Analytics and AdWords can slot into this set up is quite simple. Implementing the following strategy may allow you to squeeze that little bit more out of your already loyal customers and generate fantastic results.

When it comes to email marketing, the example I’m going to run with is one where an online retailer sends out a monthly newsletter with a special offer attached. For the most part, you would have a link within the email newsletter that directs people back to your website landing your customers on the relevant page.

What I like to look at in this scenario is using the Google URL builder. This is a tool provided by Google which creates a tracking URL which feeds information into your Analytics account about the people who click through from that link. What this means is that you can label the campaign source (newsletter) the name (January Newsletter 2015) and the campaign medium (email).

What this will do is create you a link whereby when it is clicked, it will attribute traffic from that click to its source (email marketing) within your Google analytics account. This is handy in itself as it will give you information such as the following:

- pages per session
- time on site
- bounce rate
- and more…

On each visit to your site from your email marketing campaign… Cool huh? What if we take this to the next level?

Remarketing Campaign 

Let’s say you have a decent number of members in your email marketing list and you get over 100 visits to your site from the email newsletter. What we are able to do with this is create a re-marketing list through Analytics, capturing people who enter your site through the email campaign. With this list, you can now target your loyal customers with a re-marketing campaign, following them around the internet with banner ads reflecting the message portrayed in the mail out in the first place.

If your email marketing newsletter offers your customers 15% off for the month of January, you can then follow the people around who clicked through the campaign offering them the same discount. The great thing about this is that you can be confident that the only people who can see the ads are those who came to your site through your email marketing campaign. This backs up the message portrayed in the initial hook and serves to keep you and your offer ‘top of the mind’ and gives you the appearance that you’re much bigger than you really are (because you seem to be everywhere)!

It could be this little bit of extra (targeted) exposure that is the difference between you making the extra few sales you need to take things to the next level!