Email Acquisition Through Google AdWords

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Kam Wa Tang on May 15, 2012 7:49 AM | Permalink | Comments (0) | TrackBacks (0) Just a short post this week to point out an interestingdevelopment in Google AdWords that may have a great impact on email marketing in the near future.

For the last year or so, Google has been offering AdWordsextensions, which enable advertisers to display more information abouttheir company, such as product details, a phone number, or a linkto store directions, within their text ads. It's been a great boost for PPC andSEM marketers, but has had a limited influence on email marketing campaigns.

Interestingly, a new feature within AdWords extensions hascropped up:  the ability to capture emailaddresses directly within the text ad. So, for example, if I search for "DailyDeals" and an interesting text ad appears, I'm now able to subscribe to thatbrand's promotional emails without ever leaving the search page.  Better yet, if I'm signed into my Googleaccount, my email address is pre-populated into the field, eliminating one morestep in the email registration process.



Right now, Google's still testing this capability, but if itbecomes a mainstream addition to AdWords extensions, it will hold someinteresting implications for email marketers as another avenue to acquiresubscribers.  This could impact marketingin three ways:

Copywriting: Right now, text ad copy is written to encourage click-throughs toa landing page and is usually targeted around branded and non-branded keywords.With the ability to offer instantaneous email subscriptions, email marketersmay have to work with their SEM counterparts to produce subscriber acquisitionstrategies and copy that encourage people to sign-up there and then. This couldbe a mean feat given Adword's 75 character limit for descriptions, but luckily peoplein email marketing have some experience with this given our need to writeenticing subject lines. 

Triggered Campaigns: Currently, to myknowledge, AdWords' email extension doesn't offer integration into any emailmarketing software. However, if it does (and my opinion is that it should,otherwise managing successful AdWords-based acquisition will be a nightmare),this opens up the question of how to successfully engage these new subscribers,who may have signed up for your email without viewing your landing page and sohave a limited awareness of your brand.

Tightercross-team coordination: In order to provide a consistent brand experienceto web visitors, email marketers will have to coordinate acquisition campaignsto a much closer degree with SEM marketers to prioritize requirements. Forexample, which AdWords campaigns get priority during the all-important holidayseason?  Which keywords are related towhich campaigns?
I would love to hear your comments and opinions on this,especially if you've been part of Google's beta-test for this extension.
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