It’s no secret that the better you can use your keywords to target your ideal user, the more success you’re going to have in PPC.
But, let’s take a moment to discuss the nuances of what the term “ideal user” can mean.
When you think of your “ideal user” you are probably thinking of sales qualified leads, or SQLs, that are ready to sign up for your service or purchase your product. The further down the sales funnel, the better.
Well, the truth is, the most successful paid search analysts don’t consider their “ideal user” to be the same in each and every campaign they manage.