The 1985 movie Clue is a cult classic today, but it wasn’t a box office hit back in the day. We admire the film for the marketing tactics they employed within the plot. I mean, how often does everyone on your party’s guest list actually show up to your party? (I hope we’re not the only ones with that problem.) Those invitations must have been masterfully personalized. Plus, the movie had alternate endings! Just like we employ different messages for different segments. Pretty cool.
Keeping with the theme, Search Engine Journal is here to clue you into more targeted & engaging PPC campaigns.
- Begin With Research. Making assumptions is like walking on thin ice: it probably won’t work out so well. Research is a tried and true first step for many endeavors, especially PPC campaigns. Of course, you need to determine which keywords will be most effective for your purposes, but you’ll also need to know who your customers are, what their pain points are, what sorts of things they currently purchase within your industry, and more. Start by reviewing research from market leaders who have already done the legwork. If this sort of info is sparse, then conduct your own research via surveys or interviews.
- Select Your Target Audience. This part is all about segmenting. It’s good to know your total addressable market, but you’ll want to dig deeper into the different segments to refine and tailor your messaging to better resonate with different groups. Trying to appeal to everyone at once will make for vague and generic messaging that doesn’t speak well to anybody. If you’ve ever seen The Bachelor, then you’ll know how important it is for contestants to get some 1:1 time with the bachelor rather than just getting to know him on group dates. Segmenting your audience gives you that quality 1:1 time.
- Review Your Messaging. Know your value proposition in and out so you can craft your messaging around it. Use it to demonstrate how and why your product will benefit your audience. The ultimate goal is to tap into the emotional benefits customers will experience.
Keep on reading for 3 more tips.
