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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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• 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

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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

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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

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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

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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

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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

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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