Marketing personas characterise target users or potential customers and sum up all their key information – and segmenting a database by personas has been proven to increase uptake. Here’s how to create and leverage this sales and marketing tool for best effect.
PPC campaigns are a vital marketing tool for developing brand awareness, increasing traffic and driving sales. However, even paid advertising can fail when used incorrectly and often marketers are left wondering why their AdWords campaign failed. Here are examples of good and not-so-good practice – and top tips on getting it right.