Understanding your target customer is crucial to build a successful business. And it’s true of marketing: the better you know the people you’re trying to reach, the more effective your advertising will be.
But this becomes complicated when your audience spans multiple demographics. So, how can you make it easier?
By harnessing the power of customer personas.
What are customer personas?
Customer personas are fictitious representations of a brand’s ideal customer. They cover a number of demographics and personal details, such as pain points, motivations, etc.
A customer persona identifies key traits within each group, based on analysis and surveys. For example, keyword research reveals the search terms consumers use to find specific products or services, such as “cheap” , “for kids,” “sales”, “luxury”, and “bespoke”. These terms could tell you about the type of budget, family life, and tastes target customers have.
Analyzing social media interactions and followers’ activities offers insights, too. What types of content do they share? What other brands do they follow?
A typical persona includes an image, age, gender, location, education, job title, income, priorities, objectives, pain points, and more.
In short: you’re not just assuming and guessing what your customers want. You’re paying attention to all of the clues and facts available to maximize your appeal.
Using customer personas for stronger PPC campaigns
Here’s how leveraging customer personas when creating PPC campaigns helps you achieve better results:
Targeting the right keywords
One of the main benefits is identifying the strongest keywords. Understanding their pain points helps you to recognize the most valuable terms and create a list of negative keywords.
You’ll target the right customers for each product or service you advertise, without wasting clicks on the wrong customers.
Tailoring ad copy to boost relevance
Another advantage is in tailoring ad copy to engage prospects by using the most appropriate language, including the addition of prices or deals.
So, if your customer personas show that one segment is money-conscious and prioritizes cost, you can add discounts or highlight low price points.
Designing harmonious landing pages
Your ads and landing pages must be harmonious in all respects, from language and prices to contact information.
Any discrepancies can harm credibility and trust, so build your landing pages around customer personas. Try A/B testing to refine them over time — testing and targeting properly can increase conversions by as much as 300 percent.
Increasing social media visibility
Customer personas work beautifully when designing ads for social media. As we’ve already established, you can learn more about prospects by analyzing social activity, and this research should inform your ads.
What ads in your niche attract the highest engagement, and what can you learn from them? Do customers in one segment respond to video ads better than those in another? How do certain images contribute to high engagement and clicks?
Try our tips to take advantage of customer personas and boost your PPC campaign success. It demands time and research, but the benefits are there for the taking.
Work with our Orange County digital marketing experts to transform your ads and reach your ideal customers. Get in touch for your free marketing analysis today!
