Using Personas to Improve Search Campaign Performance by 152%!
It’s hard to create good performing paid search campaigns…
A client offering a self-serve version of a SAAS product that aggregated and displayed social media content on a website.
Our goal is to drive free trial sign ups via PPC. The campaign included Google AdWords, Bing Ads, Display & Retargeting. The problem? The campaign was under-performing. Turns out – we weren’t targeting the right people…
Use what we had learned to create better customer personas – the client’s initial assumptions were wrong
Develop new keywords & ads based on the target personas
Cost per acquisition decreased 58%
Conversions increased by 152%
Way to go team Amplify!