How we used personas to improve PPC campaign performance to reduce cost per acquisition and increase conversions by 152%

1. USING PERSONAS TO IMPROVE PPC
CAMPAIGN PERFORMANCE BY 152%!
How We Turned a Campaign Around by Creating Personas

2. The Challenge
• OBJECTIVE: A client offering a new software
as a service (SAAS) product asked Amplify to
develop a PPC campaign with a goal of
increasing “free trial” sign-ups.
• CHALLENGE: Being new to the space and in a
new category, they didn‟t have insight into
keywords and/or phrases their potential
target customer might use
• SITUATION: It was believed that social media
managers and brand marketers would sign up
for free trials… So the keywords were
selected based on this target audience
• TURNING POINT: After a few weeks it was
clear that we were on the wrong path:
o Cost per Acquisition was 270% above target
o Free trial sign ups was only 76% of target
o 
Beginning Month 1 Month 2
Target Cost Per Sign Up Actual Cost Per Sign Up
Uh Oh! Cost Per Sign
Up is Way Above
Target!
www.amplify-interactive.com

3. The Solution
• The team went back to the drawing board and focused on developing better Target
Personas and performing deeper keyword analysis based on those findings
• Through that exercise, we shifted from targeting broad keywords aimed at „Digital
Marketing 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 to
the campaign for testing
Focus at Launch - Broad After one month – Target Persona
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4. 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%
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May June July August September October
Sign Ups Cost per Sign Up
The trend continues to improve!
www.amplify-interactive.com

5. FOLLOW US:
WWW.AMPLIFY-INTERACTIVE.COM/BLOG/
@AMPLIFYSEM
WWW.SLIDESHARE.COM/BENJAMINLLOYD
CONTACT US TODAY!
WWW.AMPLIFY-INTERACTIVE.COM
www.amplify-interactive.com
IMPROVE YOUR MARKETING
WITH PERSONAS