author
Samantha Noble
Koozai

About Samantha Noble

Samantha Noble is a digital marketing expert and client strategy director at Koozai with a key focus on PPC. She helps clients grow their business through creating highly targeted digital strategies that focus on every stage of the marketing funnel. With her passion for digital, she founded the Digital Females group back in 2011 and is also working as the Co-Chief Editor for State of Digital.

In her Learn Inbound talk, Samantha explores how you should be using your paid media channels to not only understand more about your audience from a paid media perspective but also how you can take this insight and apply it to your cross-channel marketing campaigns. Your audience is your Unique Marketing Point (UMP) and you need to use it to your full advantage.

Key Takeaways

  • There are lots of ways to compile information about your customers – Google Analytics, Bing Analytics, Facebook insights, etc.
  • Use all of the data you can gather to create buyer personas that identify: goals, demographics, media & device, and pain points for your audience.
  • The Bing Ads Intelligence tool is incredibly powerful – not only for keyword research but for audience insights.
  • By having detailed buyer personas, you can create a story around that will humanise them and as a result, create content that resonates with them.

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