A couple of readers sent me questions by email about the Pay Per Click (PPC) / Deliverability connection I’ve been discussing in recent posts. Today, let’s take a look at these questions:

Q: How does a PPC campaign generate a complaint? How can I get complaint statistics and reporting?

A: In PPC campaigns a marketer buys either text or image ads that drive traffic to landing pages. On these landing pages the marketer balances converting this traffic immediately (getting the sale) or capturing email addresses to be used in future email marketing campaigns. Those who opt-in by providing their email addresses are considered leads. When a marketer continues the relationship by adding these PPC leads to their mailing list for email marketing campaigns, some of these opt-in subscribers will hit the “Report Spam” or “Junk” button. The Internet Service Providers (ISPs) and Inbox Providers will report these “complaints” through their Feedback Loop (FBL) Programs. Any good Email Service Provider (ESP) will offer customers all the FBLs available from ISPs and Inbox Providers and enable their customers to download and view their complaints.

Q: What does the Deliverability cost of a PPC campaign look like?

A: A few people have asked this similar question, so I worked with the Lyris Creative Services team to prepare this graphical representation. In the image below we see PPC campaigns generating leads who are then email marketed too. Some of these leads open and read the email messages and then convert or become customers. Some of these subscribers complain, i.e. hit the “Report Spam” button. Such complaints lower the reputation scores that ISPs and Inbox Providers give to marketers resulting in deliverability issues. By assigning a cost to bounces and complaints and then building that cost into their PPC analysis marketers can close the loop between PPC traffic and Email Deliverability. 

click to view full size image

Next post, we’ll continue this discussion by examining the cost of a complaint more closely.

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