Personalization, or the ability to cater messaging to individual customers, is widely expected to be one of the biggest marketing trends of 2017.

That’s in part because it offers brands the potential to deliver precisely what consumers want, as well as the potential for enhanced customer loyalty. But personalization has evolved far beyond simply addressing customers by their names. In fact, now the bar may be set at offering distinct web and mobile experiences for each customer.

That being said, in the immortal words of Spider-Man’s Uncle Ben, “With great power comes great responsibility.”

If you want a Google AdWords campaign that's both high-converting and low-cost, you need to do a lot of things right.

You need to have a well-structured campaign that targets the right number of keywords to make it relevant for the searcher. You need to create magnetic ads to increase your CTRs. You need to bid the right amount to maximize your spending. Plus a lot more.

With such a long list of tasks to do, the question then becomes, where do I start?

If you’ve done the essential exercise of developing buyer personas for your customers, don’t make the mistake of shoving them in your desk drawer and expecting them to magically work for you. Personas are essential to creating personalized email campaigns that convert – in fact, one study by MarketingSherpa showed a 7% conversion rate for a persona-based campaign.

So how do you exercise what you learned from your personas in email marketing? Let’s dive into five actionable ways you can apply personas to your email marketing and score more engagement in the inbox.

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.

These days, creating a high-performing landing page isn’t rocket science.

It’s rare that you’ll come across a landing page that blatantly defies best practices, especially if it’s on the receiving end of high-priced PPC traffic.

That’s why this article isn’t about how to optimize your landing pages for conversion, it’s about how to squeeze more value out of your already high-performing landing page.