Looking at the growth rate of the SaaS industry, you’d think that people are more than willing to spend money on software solutions that promise to make their everyday lives (and professional endeavors) easier. Not quite, though. Despite projections forecasting the total SaaS spend to reach $171.9 billion in 2022, most buyers still prefer free solutions. […]
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.