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How Buyer Personas Can Improve Your SEM Results

Brandon Moore
How Buyer Personas Can Improve Your SEM Results

Search engine marketing, or SEM, is an effective online marketing technique that focuses on strategies that help to increase your website’s search engine ranking. One of the most popular SEM strategies is paid search advertising.

However, when it comes to doing paid search advertising, it’s important that your company has established its buyer persona, which is the overall character portrait of your average customer and includes specific information, such as age, gender, income level, what their goals are and more.

Want more out of your ad spend? Start considering your buyer personas when crafting your SEM campaigns and your paid search advertising efforts are going to pay off tenfold!

Why is the buyer persona so important to paid search advertising?

Think about how paid search advertising works on Google. You need to pick keywords to use for your ads in order to attract users. If you have a buyer persona, then you’ll have a much better idea of what kind of things they are searching for, giving you a better idea of what keywords to use.

Without a buyer persona, you’ll end up using random keywords that may be relevant to your business in general but not to your specific buyers, which would result in the wrong audience finding your ads. It’s even more obvious why your buyer persona is necessary for paid search advertising on LinkedIn and Facebook - these sites help you narrow down your audience to your buyer persona by allowing you to input specific information regarding demographics.

How do you create a buyer persona?

It may seem like a tall task to find such specific information about your average buyer. It may take some work, but it’s well worth it. The following are a few tips for creating a buyer persona for your company:

  • Existing customer data - Use the information you already have. Use analytic tools to sift through customer information, check blog comments and look at old customer surveys.
  • Market research - Look at websites your customers are most likely to visit. If you have no idea, ask followers on social media where they go. Visit these websites and peruse their forums to find out what your audience is talking about.
  • Competition data - Don’t be afraid to spy on your competition. Look at their ads, their social profiles and their blog comments in order to find any concerns that their buyers may have that may also fit your target audience.

For more information about crafting your buyer persona, read: 3 Steps to Finding Your Buyer Persona

How can you implement your buyer persona into your paid search advertising?

So now that you have a complete buyer persona, how can you use it to improve your SEM? Here are a few ways in which your buyer persona will help you out:

  • Choosing keywords - You’ll want to use keywords that are obviously relevant to your products and services, but you’ll also want to create long-tail keywords that target your buyer persona. To do this, you’ll need to consider the specific information that your buyer persona consists of, such as buyer motivations and objections.
  • Creating landing pages - When someone clicks on one of your paid search ads, you’ll want to direct them to a landing page. The landing page should have the offer and a form to fill out to receive the offer. Additionally, you’ll want to use the information that you’ve gathered from your buyer persona in order to craft the rest of the landing page’s content. For example, the objective of the customer should be included in the headline, the main content should address the pain points of the customer, specific customer objections should be addressed via a bullet list and a call-to-action should round up the landing page convincing your buyer persona to go through with the offer. Without the information gathered from your buyer persona, your landing pages won’t be nearly as effective.
  • Creating the ad - The ad should contain content that targets your audience by addressing their pain points. You should write copy that addresses both the buyer persona’s gains and losses, meaning that you should describe how your product or service is beneficial to them as well as highlighting how bad their problem is without the use of your product or service.

If you’ve considered your buyer personas throughout the entire process of creating your paid search ad campaign you are going to see an improvement in your SEM results, guaranteed. From clicks to conversions, all the metrics you care about will improve and ultimately help you get more out of your ad spend.

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Brandon is the Web & Digital Director at SalesHub. He has over six years of experience in online marketing and is certified in SEO, Inbound Marketing and Hubspot.
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Chad at
> Existing customer data –
Use the information you already have. Use analytic tools to sift
through customer information, check blog comments and look at old
customer surveys.

Sales data is also an excellent source of information, especially if you have shipping or billing information. There are many real-world influencers on online sales (ie. culture, affluence, proximity of competitor stores, etc), and doing a location analysis can give you insight into what kinds of ZIPs to target.

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