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New Case Study! How We Used Personas to Turn Around a PPC Campaign

This case study demonstrates how we turned around a failing PPC campaign by using personas to improve the keyword targeting. The result? We improved conversions by 152%.

using personas for keyword selection is amazing

Client Profile

A client offering a self-serve version of a SAAS product that aggregated and displayed social media content on a website.

The Challenge

Our goal is to drive free trial sign ups via PPC. The campaign included Google AdWords, Bing Ads, Display & Retargeting. The problem? The campaign was under-performing. Turns out – we weren’t targeting the right people…

The Solution

  • Use what we had learned to create better customer personas – the client’s initial assumptions were wrong
  • Develop new keywords & ads based on the target personas

The Results

  • Cost per acquisition decreased 58%
  • Conversions increased by 152%

Way to go team Amplify!

See this case study and others on our “case studies” page.

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Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn