This is our PPC case study of how we created personas and improved PPC campaign performance to reduce cost per acquisition and increase conversions. Creating personas for our marketing efforts helped us to pick better keywords and ad copy and create landing pages and content that better resonated with the target audience. googleadwordspay per clickppc case studyppc strategy
Creating Personas Improves PPC Campaign Performance by 152%!
USING PERSONAS TO IMPROVE PPCCAMPAIGN PERFORMANCE BY 152%!How We Turned a Campaign Around by Creating Personas
The Challenge• OBJECTIVE: A client offering a new softwareas a service (SAAS) product asked Amplify todevelop a PPC campaign with a goal ofincreasing “free trial” sign-ups.• CHALLENGE: Being new to the space and in anew category, they didn‟t have insight intokeywords and/or phrases their potentialtarget customer might use• SITUATION: It was believed that social mediamanagers and brand marketers would sign upfor free trials… So the keywords wereselected based on this target audience• TURNING POINT: After a few weeks it wasclear that we were on the wrong path:o Cost per Acquisition was 270% above targeto Free trial sign ups was only 76% of targeto Beginning Month 1 Month 2Target Cost Per Sign Up Actual Cost Per Sign UpUh Oh! Cost Per SignUp is Way AboveTarget!www.amplify-interactive.com
The Solution• The team went back to the drawing board and focused on developing better TargetPersonas and performing deeper keyword analysis based on those findings• Through that exercise, we shifted from targeting broad keywords aimed at „DigitalMarketing Managers‟ to keywords targeted at a „Web Developer‟ or „webmaster‟ role– the more likely end user and person actually tasked with finding a solution• Research found more specific and actionable terms and were immediately added tothe campaign for testingFocus at Launch - Broad After one month – Target Personawww.amplify-interactive.com
The Results (6 months of data from launch)CAMPGAIGN TURN AROUND: MASSIVE IMPROVEMENTS IN PERFORMANCE• Cost per acquisition decreased by 58%• Sign ups increased by 152%020406080100120140160May June July August September OctoberSign Ups Cost per Sign UpThe trend continues to improve!www.amplify-interactive.com
FOLLOW US:WWW.AMPLIFY-INTERACTIVE.COM/BLOG/@AMPLIFYSEMWWW.SLIDESHARE.COM/BENJAMINLLOYDCONTACT US TODAY!WWW.AMPLIFY-INTERACTIVE.COMwww.amplify-interactive.comIMPROVE YOUR MARKETINGWITH PERSONAS