Let’s set the scene. You’ve signed up to Google Adwords , entered your payment details, maybe even created a few ads and got to grips with the different types of matches for keywords . You may even have gone ahead and sent your ads live.
In the run-up to Black Friday and the holiday shopping season , retailers are competing like crazy to attract the eyeballs of as many paying consumers as possible through paid search advertising. But how well is it paying off?
This is Part 2 of my blog series on crafting and executing killer demand gen strategies. In Part 1 , I discussed building out various personas to target, as well as how to craft the right creative. Now let’s chat through how to actually target these personas! Both Google Display Network and Facebook have great audience targeting capabilities that allow you to get in front of your target audiences and the personas you have built out
When embarking on demand generation channels such as Facebook and Google Display Network , it is important to first ensure that you understand your core audiences and how to best speak to them. The first two initiatives that you should prioritize during the set-up phase is determining the types of audiences and personas you want to target – as well as crafting the right creative and messaging strategy.