{"id":16786,"date":"2021-02-02T12:20:33","date_gmt":"2021-02-02T11:20:33","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=16786"},"modified":"2022-08-08T12:09:27","modified_gmt":"2022-08-08T10:09:27","slug":"email-marketing-vs-paid-search","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/email-marketing-vs-paid-search\/","title":{"rendered":"Email Marketing vs. Paid Search: Comparativa y c\u00f3mo combinarlos"},"content":{"rendered":"

El email marketing<\/a> y el Paid Search (o b\u00fasqueda pagada) son dos de los canales m\u00e1s populares dentro del marketing digital.<\/strong> En este post podr\u00e1s informarte a fondo de cuales son las caracter\u00edsticas y beneficios de cada uno de ellos, para qu\u00e9 utilizarlos y c\u00f3mo combinarlos.<\/p>\n\n\n\n

\u00bfQu\u00e9 es el Paid Search?<\/h2>\n\n\n\n

El Paid Search o b\u00fasqueda pagada permite a los anunciantes aparecer en lugares destacados de las p\u00e1ginas de resultados de b\u00fasqueda (SERP)<\/a><\/strong> de los buscadores online. Estos anuncios se muestran relacionados con b\u00fasquedas hechas por los usuarios mediante palabras clave<\/strong> o keywords por las que los anunciantes ofrecen una puja, que determinar\u00e1 la posici\u00f3n del anuncio en la p\u00e1gina de resultados. <\/p>\n\n\n\n

Lo habitual es que se cobre a estos anunciantes por cada click que reciban dichos anuncios (PPC o Pay Per Click<\/a>). <\/p>\n\n\n\n

Beneficios del Paid Search<\/h3>\n\n\n\n

El beneficio m\u00e1s obvio es la posibilidad de aparecer en la parte superior de las p\u00e1ginas de resultado de b\u00fasqueda sin depender del posicionamiento SEO<\/a>.<\/strong> Desde hace a\u00f1os, los motores de b\u00fasqueda suelen mostrar estos anuncios en una posici\u00f3n predominante frente a los resultados org\u00e1nicos. <\/p>\n\n\n\n

Adem\u00e1s, al mostrarse los anuncios en relaci\u00f3n a la b\u00fasqueda que hayan realizado los usuarios (keywords<\/a>), permite una publicidad muy personalizada y efectiva,<\/strong> pues les estar\u00e1s mostrando un anuncio que resuelve la necesidad que tienen en ese preciso momento. <\/p>\n\n\n\n

Tambi\u00e9n es un sistema publicitario que permite un alto grado de personalizaci\u00f3n (mediante geolocalizaci\u00f3n, datos demogr\u00e1ficos, etc.)<\/strong> y optimizaci\u00f3n debido a la gran cantidad de datos y estad\u00edsticas que pueden recogerse.<\/p>\n\n\n\n

Inconvenientes del Paid Search<\/h3>\n\n\n\n

Entre los principales inconvenientes cabe destacar dos: en primer lugar, que el gasto est\u00e1 muy supeditado a lo que tus competidores est\u00e1n dispuestos a gastar,<\/strong> pues el sistema de puja puede dejarte fuera si no puedes alcanzar el precio por click m\u00e1ximo que tu competencia si puede permitirse.<\/p>\n\n\n\n

Esto es m\u00e1s relevante, si cabe, si lo relacionamos con la estacionalidad, y el gran aumento que pueden subir las pujas en \u00e9pocas se\u00f1aladas como el Black Friday<\/a>. <\/p>\n\n\n\n

Email marketing vs. Paid Search: principales diferencias<\/h2>\n\n\n\n

Cada uno de estos canales cuenta con unas caracter\u00edsticas propias<\/strong> que los hacen m\u00e1s o menos adecuados especialmente seg\u00fan el momento del funnel en el que se encuentre cada usuario. <\/p>\n\n\n\n

Mediante su uso adecuado y adaptado a cada momento, la combinaci\u00f3n de ambos puede aumentar los resultados de captaci\u00f3n y conversi\u00f3n<\/strong> de clientes. <\/p>\n\n\n\n

Para qu\u00e9 utilizar el Paid Search<\/h3>\n\n\n\n

Atraer tr\u00e1fico de calidad a tus p\u00e1ginas de destino<\/h4>\n\n\n\n

El hecho de que los anuncios est\u00e9n basados en t\u00e9rminos de b\u00fasqueda, te permite generar contenido certero en las p\u00e1ginas de aterrizaje con informaci\u00f3n espec\u00edfica relacionada con la b\u00fasqueda que ha llevado hasta all\u00ed al usuario.<\/strong><\/p>\n\n\n\n

Esto significa un tr\u00e1fico altamente cualificado e interesado en la informaci\u00f3n que tienes que ofrecerle y, por lo tanto, con una elevada eficacia para la conversi\u00f3n.<\/p>\n\n\n\n

Captaci\u00f3n de suscriptores<\/h4>\n\n\n\n

El hecho de insertar formularios de suscripci\u00f3n en estas landing pages te permitir\u00e1 hacer crecer tu lista de suscriptores<\/strong> de manera sencilla, ayudando a tus campa\u00f1as en otros canales como el email o el remarketing.<\/p>\n\n\n\n

Para qu\u00e9 utilizar el Email marketing<\/h3>\n\n\n\n

Establecer una relaci\u00f3n con tus suscriptores<\/h4>\n\n\n\n

El email marketing te permitir\u00e1 establecer una relaci\u00f3n duradera con esos suscriptores que los anuncios de b\u00fasqueda te han llevado a lograr.<\/strong> Podr\u00e1s hacerles llegar comunicaciones relevantes y personalizadas, ayudando as\u00ed a que avancen a trav\u00e9s del embudo de conversi\u00f3n.<\/p>\n\n\n\n

Aumentar la tasa de conversi\u00f3n<\/h4>\n\n\n\n

Las campa\u00f1as de mailing masivo o los flujos automatizados son una de las maneras m\u00e1s eficientes de aumentar la tasa de conversi\u00f3n. El email es un canal muy efectivo ya que el hecho de que los usuarios se han suscrito a tu lista demuestra un inter\u00e9s en tus productos y servicios. <\/strong><\/p>\n\n\n\n

C\u00f3mo pueden combinarse el email marketing y el Paid Search<\/h2>\n\n\n\n

Como hemos visto, los anuncios de Paid Search son un m\u00e9todo eficaz para atraer tr\u00e1fico interesado a tu sitio web, y, haciendo uso de formularios de suscripci\u00f3n, puedes convertir a los visitantes en suscriptores.<\/strong><\/p>\n\n\n\n

Una vez sea as\u00ed, podr\u00e1s utilizar las campa\u00f1as de email para aumentar la fidelidad, recurrencia y retorno de la inversi\u00f3n <\/strong>de dichos usuarios.<\/p>\n\n\n\n

Conclusi\u00f3n<\/h2>\n\n\n\n

Tanto los anuncios de b\u00fasqueda como las campa\u00f1as de email son dos canales de marketing digital muy efectivos y que, combinados de la manera correcta, pueden ayudarte a mejorar tus resultados de manera muy relevante.<\/p>\n","protected":false},"excerpt":{"rendered":"

El email marketing y el Paid Search (o b\u00fasqueda pagada) son dos de los canales m\u00e1s populares dentro del marketing digital. En este post podr\u00e1s informarte a fondo de cuales son las caracter\u00edsticas y beneficios de cada uno de ellos, para qu\u00e9 utilizarlos y c\u00f3mo combinarlos. \u00bfQu\u00e9 es el Paid Search? El Paid Search o […]<\/p>\n","protected":false},"author":22,"featured_media":17425,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nEmail Marketing vs. Paid Search: Comparativa y c\u00f3mo combinarlos<\/title>\n<meta name=\"description\" content=\"Comparamos las ventajas del email marketing y el Paid Search o b\u00fasqueda pagada, y te explicamos c\u00f3mo combinarlos de la mejor manera.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acumbamail.com\/blog\/email-marketing-vs-paid-search\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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