If you’re going to have a successful PPC campaign, then one of the most important things to have in mind is your target demographic. In other words, you need to be sure that you’re showing your adverts to the right people to ensure that those viewers will convert and become buyers. Otherwise, you’re just wasting your money. By properly profiling your buyer, you can create a better advertising campaign that will result in more sales. So how do you do that?
The Basic Demographics
First, you need to consider the most basic factors that makeup demographics. That means categorizing your potential buyers by age, sex, and location. Who buys the products that you sell? Are they young or old? Do they have a high income or a small one?
To a large extent, this will be obvious – for instance, if you’re selling wedding dresses, you can safely assume that your target demographic is female. In other cases, though, the demographic might be both, or it might not easily fall into one category.
So what can you do in this case to ensure that you’re targeting the right person?
One way to do this is with a little market research. For example, you can look at the metrics of who has bought from you or survey your visitors. Who is it that buys from you? Likewise, you can find information about other products or brands that are similar to yours.
You can also ascertain a fair amount by looking at your web stats. If you have Google Analytics set up or web stats on WordPress, you can see what people are searching, the location they’re coming from, and even how long each person stays on your site!
The Persona
But this does not yet give you your full buyer ‘persona.’ That’s because a person is more than just a collection of statistics; a persona is an entire fictional biography based on what a person likes, hobbies, and more. You need to try and get inside that person’s mind to better understand what they might want to spend their money on, where they will be at any given time and what they will likely search for.
Doing this can help you understand the ‘why’ behind your actions. Make sure your brand has a mission statement, and think about what it is you want to achieve as a company. When you do this, you’ll be able to find people who believe what you believe and are like-minded.
These will be your long-term customers with longer ‘lifetime customer value.’ That means they’re the ones you want to advertise to get the very best ROI in the long term!
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