Excerpt from the article:
Searcher personas are the tool that delivers clarity as you develop ads and landing pages.
Personas are different from demographics. Demographics tell you valuable things about ages and income brackets that you may or may not be able to influence on your campaigns.
But personas tell you about motivations and behaviors that anyone of any income, ethnicity or age might have.
Personas are based on how customers make decisions and what inspires them or drives them away.
Spontaneous customers just need the basic information fast without necessarily looking at data or paying any attention to your attempts to connect with them.
But that’s just the beginning of personas. Analytics can give you an inkling what personas are converting in the largest numbers on your site and help you further hone your design and content.
Choose the navigation, design, content, and images you will use based on the searcher personas you’ve decided are key converters and the biggest supporters of your business.
Personas can help, and because different PPC ads draw different searcher personas, your landing pages can speak specifically to that persona.
Curated by Agostino Caniato:
Read full article here: http://selnd.com/JEFVI4