building personas for better results [our success stories]
Post on 23-Jan-2018
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#thinkppc
Building Personas
For Better Results
[Our Success Stories]
HOSTED BY:
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Your Presenter
• Kelly Pollock
– Senior Account Manager at Hanapin Marketing
– @kelpollock
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.
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What is a Persona?
Summarizing & communicating information a target audience
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What is a Persona?
Summarizing & communicating information a target audience
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Cool Dude
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Where is the info?
Leverage Audience Data in Google Analytics - Demographics
Persona: Cool Dude
Age: 18 – 24
Gender: Male
Education: College
Location: City, USA
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Where is the info?
Leverage Audience Data in Google Analytics - Geo
Persona: Cool Dude
Age: 18 – 24
Gender: Male
Education: College
Location: City, USA
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What is a Persona?
Leverage Audience Data in Google Analytics - Interests
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Cool Dude
Affinity Interests: Movies, Sports,
Technology, News/ Magazines
In-Market Interests: Dating,
Employment, Travel
Additional Information:
Universities/Fraternities, Sororities &
Student Societies
Social Connections: Total Frat Move,
Dollar Shave Club, theCHIVE, Men’s
Humor, beer & several upscale retail
brands
#thinkppc
Where is the info?
Leverage Audience Data in Google Analytics - Interests
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Cool Dude
Affinity Interests: Movies, Sports,
Technology, News/ Magazines
#thinkppc
Where is the info?
Leverage Audience Data in Google Analytics - Interests
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Cool Dude
In-Market Interests: Dating,
Employment, Travel
#thinkppc
Where is the info?
Leverage Audience Data in Google Analytics - Interests
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Cool Dude
Additional Information:
Universities/Fraternities, Sororities &
Student Societies
#thinkppc
Where is the info?
Leverage Audience Data Socially – Facebook Audience Insights
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Status: Single/
Relationship
Cool Dude
Social Connections: Total Frat Move,
Dollar Shave Club, theCHIVE, Men’s
Humor, beer & several upscale retail
brands
#thinkppc
Where is the info?
Leverage Audience Data Socially – Facebook Audience Insights
Persona: Cool Dude
Age: 18 – 23
Gender: Male
Education: College
Location: City, USA
Status: Single/
Relationship
Cool Dude
Social Connections: Total Frat Move,
Dollar Shave Club, theCHIVE, Men’s
Humor, beer & several upscale retail
brands
#thinkppc
Where is the info?
Leverage Audience Data Socially – Facebook Audience Insights
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What’s Next?
How do I Market to my New Personas?
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Marketing to Personas
Shopping Networks
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Shopping Success
Shopping Networks
• 314% ROAS
• 326,360 Brand Impressions
• Additional 258 Transactions
• Low CPC $0.83
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Marketing to Personas
Display Networks
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Persona Success
Display Networks
• 357,923 Brand Impressions
• 380 View Through Conversions
• Cost Per VTC $0.99
• Low CPC $0.62
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Marketing to Personas
Social Networks
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Marketing to Personas
Social Networks
Beer Sleeve Promotion
• 18,521 reach 24/hrs
• $0.27 CPC
• 450% ROAS
Golf Tee Promotion
• 41,888 reach 24/hrs
• $0.31 CPC
• 315% ROAS
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Would You Like An Offer?
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!
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Live Q&A Time!
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Have more questions?
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com
____________________________________________
Thank you for attending our webinar! #thinkppc
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