Let’s Get Personal: PPC in the new digital age

23rd Mar 2023

Personalised web experience

In the digital age, personalisation has become one of the most important aspects of marketing. The ability to tailor messages and offers to individual consumers has revolutionised the way brands connect with their audience.

One area where this is particularly important is in pay-per-click (PPC) advertising, where knowing your audience can make all the difference between a successful campaign and a failed one.

So, what exactly is personalisation in digital marketing? At its most basic level, personalisation involves tailoring your marketing messages and offers to individual consumers based on their interests, preferences, and behaviours.

This can involve using data from a range of sources, including website analytics, social media activity, and demographic data, to create targeted campaigns that resonate with your audience.

To create a personalised PPC campaign, you need to start by doing some research. This involves identifying your target audience and understanding their needs, interests, and behaviours. One of the best ways to do this is through the use of customer personas, which are fictional representations of your ideal customers based on real data.

To create customer personas, you can use a range of tools and techniques, including surveys, interviews, and focus groups. You can also use data from your website analytics and social media accounts to gain insights into your audience’s behaviour and interests.

The Best Audience Insights Tools

  1. Google Analytics provides insights into website traffic and user behaviour, including demographics, interests, and behaviour data.
  2. Google Trends is a free tool that allows you to explore search trends and interest over time. It can help you understand what topics are popular among your target audience and inform your content strategy.
  3. Facebook Audience Insights, Twitter Analytics, YouTube Analytics, Instagram Insights and TikTok Insights are free tools that provide information about users, including demographics, interests, behaviours and more, helping you better understand your target audience on the social media platform.
  4. SEMrush: This tool is primarily used for SEO and SEM research, but it also provides valuable audience insights, including demographics, interests, and behaviour data.
  5. Quantcast: This tool provides audience data and insights based on online behaviour, including demographics, interests, and behaviour data. It can be especially useful for understanding the demographics and interests of your website visitors.
  6. SimilarWeb: This tool provides website traffic and audience insights, including demographics, interests, and behaviour data. It can also help you understand your competitors’ online strategies and audience.
  7. Nielsen: Nielsen offers a suite of tools for audience measurement, including Nielsen Audience Insights, which provides information about consumer behaviour and media consumption.
  8. Pew Research Center: This independent think-tank provides research on a range of topics, including demographics, social trends, and public opinion.
  9. Ubersuggest: This is a free keyword research tool that provides data on search volume, competition, and related keywords. It can help you understand what your target audience is searching for and optimise your content for search engines.

Some of the above tools have limited free-to-use functionality, and a premium service which gives deeper data, but the free tools – in particular from Google and the big social media platforms – offer excellent and comprehensive data.

Once you have a good understanding of your audience, you can start creating targeted PPC campaigns that are tailored to their needs and preferences. This can involve using a range of tools and techniques, including keyword research, ad targeting, and landing page optimisation.

The benefits of a targeted, personalised PPC campaign are clear. Firstly, you’re likely to see higher click-through rates, as your ads will be more relevant to your audience. This, in turn, can lead to better conversion rates, as your audience will be more likely to take action once they reach your landing page.

In addition, a targeted PPC campaign can help you build stronger customer relationships, as you’re speaking directly to your audience and showing that you understand their needs and preferences. This can help to improve brand equity and increase customer loyalty.

A more targeted, personalised PPC campaign can also help you make more efficient use of your marketing budget. By focusing your spend on the most relevant keywords and ad placements, you can avoid wasting money on irrelevant clicks and maximise your return on investment. Finally, a more targeted, personalised PPC campaign can lead to higher revenues, as you’ll be connecting with your audience in a more meaningful way and driving more conversions.

Find out more about setting up targeted, personalised PPC campaigns that really deliver measurable return on investment. Speak to the Realnet team today on 01223 550800 or email info@realnet.co.uk for more information.

 

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