Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Creating Personas Improves PPC Campaign Performance 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
www.amplify-interactive.com
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%
0
20
40
60
80
100
120
140
160
May June July August September October
Sign Ups Cost per Sign Up
The trend continues to improve!
www.amplify-interactive.com
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