PPC: How to Tap Into the Power of the Persona

Personas are widely underused in the PPC and search marketing community as a whole. PPC advertisers have a lot to gain by completing the persona exercise and leveraging that information when managing and creating new search marketing campaigns.

Source: http://searchenginewatch.com/article/2157878/PPC-How-to-Tap-Into-the-Power-of-the-Persona

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