subject: Gain a deeper understanding of your customer [print this page] When managing PPC accounts it's easy to focus primarily on tracking website usage when keeping tabs on customers however this will provide only a one dimensional view of your target market. To enhance your knowledge of your customer and to determine who your ideal customer is you need to tap into their mindset and buying behaviours. Using this form of data can help you to build upon your PPC advertising success developing well-rounded and constantly evolving campaigns.
Advanced PPC management should involve getting inside the head of the target customer making it easier for you to communicate in a language they understand with knowledge of what makes them tick. Once you have gained insight into your customers you need to redefine what you want them to do or in other words what are your PPC goals. What is the immediate desired action? This may be requesting a brochure or submitting contact information for example. Next think further forward to your revenue generation goals. Do you want them to sign up for a trial kit? Share with friends and family a fantastic offer? Create a funnel by working backwards so that all channels lead the customer to your ultimate goal. If your ultimate goal is that customer should tell everyone about a great offer then the landing page should be developed to facilitate this. By taking this step back you can look upon your customers and goals from a fresh perspective.
Once you have redefined your target audience and your goals in clear terms communicate these to everyone who is involved. This includes your agency, clients, team members and management where relevant. You can manage expectations more effectively and develop synergistic communication strategies for all your marketing and advertising initiatives once everyone involved is well versed in the language of your target customer.
At Click Consult we offer account management for all aspects of internet marketing.
