If you’re actively trying to promote your business, you might have heard about search engine optimization (SEO). But what if you’re a local business looking to drive more foot traffic to your physical store? Should you focus more on local SEO or organic SEO? More importantly, how is local SEO different from organic SEO? In […]
Single Persona Ad Groups
Single persona ad groups are an effective tool that PPC marketers can use to target advertisements more effectively and lower ad spend while increasing return-on-investment. This optimization technique requires that advertisers construct separate ad groups for a given campaign that correspond to defined customer personas. By targeting each customer personally separately, advertisers hope to present prospects with more integrated and contextually significant messages and offer that cost less and convert better.
To get a clear picture of how single persona ad groups work and why they’re effective, let’s break the term down into its component parts and look at them separately. To simplify things, let’s assume we’re advertising with Google AdWords, the largest and most popular PPC network.