Personas in Search Marketing

Ian Lurie

Portent Interactive

Personal

Models?...

“Fictitious characters that are created to represent the different

user types within a targeted demographic that might use a site

or product.”Wikipedia

“Your brand’s imaginary friends.”Ian

Why do we care?

“All good marketing requires empathy.”

David Ogilvy

Using Personas in SEM

1. Research.

2. Brainstorm.

3. Write.

4. Create your campaign.

5. Segment your audience.

6. Measure, adjust, repeat.

Research: Demographics

Geography, gender, income, family, ethnicity

Research: Demographics

Research: Psychographics

Personality, likes/dislikes, ambitions

Data Sources: Free Sites

AdCenter Labs: adlab.msn.com

Quantcast.com

Compete.com

Prizm: Claritas.com

Trellian Keyword Discovery

WordTracker

Google Suggest

AdWords

Data Sources: People

Trainers

Sales Team

Customers (surveys)

Brainstorm & Write: Avoid Like The Plague

The CEO Data Source

Stereotypes

Quest for Perfection

Thesauritis

Brainstorm & Write: Sample Persona

Brainstorm & Write: Sample Persona

Brainstorm & Write: Sample Persona

Campaign Creation: Keywords

Good:

Portent Interactive

Internet Marketing Firm

Internet Marketing Agency

Internet Marketing Consulting

Seattle Internet Marketing

Bad:

Internet Marketing Training

Internet Marketing Tricks

Internet Marketing

Web 2.0

Marketing 2.0

SEO/SEM

Campaign Creation: Ad Copy

Campaign Creation: Ad Copy and Keywords

Campaign Creation: Resolving Conflicts

CEO-itis

“I know my customers.”

Segmentation

The Feedback Loop

Resources

ConversationMarketing.com/Personas

GrokDotCom.com/category/personas/

PracticalPersonas.com

Opposing view: 37Signals.com/svn and search for‘personas’