Persona marketing applied: PPC ad crafting vs landing page analysis

marketing personasPersona marketing, by definition, is the application of fictional psychological and/or demographic profiles to anyone that might use a site or product.  In online marketing, we’re blessed with possibly the best quality data available compared to the rest of the discipline, because we can often accurately profile anyone including prospects, clients, internal stakeholders – any visitor in fact.  When we narrow the scope of online marketing to paid search or “pay-per-click” we often need to strike a balance between traffic quality and quantity.  Persona marketing can help one of two ways, through the ads we craft to capture an audience, and the landing page we create to convert visitors. Continue reading Persona marketing applied: PPC ad crafting vs landing page analysis