11 Mar '12, 1pm

PPC: How to Tap Into the Power of the Persona: #PPC

Personas have been used in marketing and advertising for years and are the foundation of any user-centered marketing plan. Basically, personas are a fictional prototype of a person that's used to represent potential users of a product or service. Personas are extremely powerful tools for marketers to use when creating marketing campaigns and ad messaging. That being said, personas are widely underused in the PPC and search marketing community as a whole. PPC advertisers have a lot to gain by completing the persona exercise and leveraging that information when managing and creating new search marketing campaigns. How to Get Started Complete the persona exercise and create a standing persona document. At my agency we create persona docs in a spreadsheet. You can use any medium you like. Pen and paper would work fine. The process that my agency follows is very basic and allow...

Full article: http://searchenginewatch.com/article/2157878/PPC-How-to-T...

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