How Do Single Persona Ad Groups Work?
The logic that underlies single persona ad groups is straight-forward.
A customer persona represents a group of prospective buyers that share common characteristics.
Given that the group shares common characteristics, we should be able to market to people that fit the persona in the same way (similar keywords, ad text, ad format, and landing page).
In some cases, we may identify multiple customer personas for the same product. Since these personas are different in their characteristics and motivations, we should have better results if we advertise to them differently (different keywords, ad text, landing pages, etc.)
As an example, you might imagine a car company that sells a coupe and a minivan. The customer persona for the coupe might be a male, aged 25-39 years with a college education who lives in a city and earns at least $40,000 per year. The customer persona for the minivan could be a woman, aged 40-55 years who lives in the suburbs with her partner and two kids – a soccer mom. However, an alternate persona for the minivan could be a male, aged 40-55 years, married with no kids and a trade degree who earns at least $100,000 annually – an electrician or plumber who needs a fuel-efficient vehicle with extra space.
With single persona ad groups, advertisers can customize creative content and choose different keywords to market separately to each identified segment of prospective customers.