Use customer information to improve your PPC campaigns

customer information

A guest post by Usman Khanzada. 

Have trouble coming up with new content for your PPC ads? Not sure what to write on your landing page to persuade users to convert? Want to know how to strategically broaden your ad targeting?

Your best ideas may come from the people who are most familiar with your product: your customers. This customer information may already be available to you in the form of surveys, reviews, and other customer feedback.

This article will show you nine strategies to incorporate customer information into your PPC Social Media Marketing plan.

1. Data from customer surveys

Surveys will provide necessary customer information which you can integrate in both advertising and landing pages. For example, if 98% of your clients are really delighted with your product, this is a statistic to be proud of.

Here are some particular examples of places where you could try highlighting a statistic like the one above:

  • Search for ad headlines
  • Display responsive ad headlines
  • Extensions to callouts
  • Headers for landing pages
  • Images used within social media posts

Use this survey data to determine which benefits customers most value about your goods. Also which pain points they believe are best addressed. Include these elements in your ad and landing page copy. For example, if clients are gushing about your support team’s response speed, promote your support facilities.

2. Customer information feedback

Customer evaluations can be a gold mine for obtaining quotes to use in commercials, visuals, and landing sites. Your brand may already have reviews on third-party sites such as Google, Facebook and Yelp. B2B companies may have reviews on websites such as Capterra, SoftwareAdvice or TrustPilot. So as part of the check-in and retention process, invite customers to write evaluations.

Spend time reading over your reviews, looking for remarks which stand out for potentially marketing your brand. Pull out the benefit points consumers cite the most, to incorporate in your ad campaign.

3. Customer service logs

Don’t dismiss internal sources which aren’t in the marketing department. Remember support personnel are on the front line, interacting with consumers. Customer information from chat and phone support logs might indicate what individuals are most interested with your brand’s products or services. Listen for both pain points and areas where customers find your brand’s solutions to be most beneficial.

You may highlight the advantages which customers mention. Or you can also tackle trouble areas in advance by providing simple walkthroughs on your landing pages throughout the marketing stage.

4. Keyword investigation

Customer support logs, surveys and reviews can be used to aid paid search campaign keyword research. Look out for often used terms, phrases and features. For example, if you’re promoting a project management system and customers frequently mention the project timeline function, use search for phrases like “How to Create a Project Timeline.”

Enter the URL of a page on your site which includes customer evaluations into Google Keyword Planner to see recommended keywords based on this material. You will most certainly have to sift through queries to establish what’s genuinely relevant, but you might discover some more prospective searches to bid on which you wouldn’t have discovered otherwise on your site.

5. The star ratings

In addition to explicitly quoting customer reviews, you can use aggregated rating data to emphasise third-party legitimacy. For example, if your software platform has a 5-star rating on a prominent review site, display this within your ad visuals. Cite ratings from numerous sources on your landing pages for enhanced credibility.

Furthermore, linking to these sources for such ratings can help provide additional evidence. Some review sites may allow you to embed their ratings directly (sometimes for an added fee).

6. Testimonials on video

Many brands stand to profit from testing video advertising as part of their arsenal as ad networks incorporate more video elements. Video produces greater interaction than photos in Facebook advertising for 60% of advertisers.

Even if you don’t have the funds for high-end motion graphics development, a basic smartphone-recorded testimonial carries the weight of a “genuine” consumer. This can occasionally outperform a more polished video which appears more manufactured.

Depending on your demographic, a vertical-format video can be inserted in Facebook/Instagram Stories, as well as Snapchat and TikTok. Combine a video testimonial with a lead form on Facebook or LinkedIn to provide consumers a straightforward way to input their contact information.

7. Customer photographs

Customers of physical product vendors may publish images on social media showing themselves using these products “in the wild”. Customers may tag a backpacking brand in hiking images, for example. User generated content can be very powerful in influencing other people to consider your brand.

Homeowners may share images of completed renovations with a home improvement brand. You could use these photographs (with the owner’s permission, of course) to create graphics for social ads, in addition to using them on landing pages.

Testimonial statements offer a more personal opinion of your goods and is much better than any marketing language. Even without displaying a physical product, including the person’s photograph with their testimonial can provide a human touch and draw more attention. Faces are frequently used in social graphics to “halt the scroll”.

8. Customer satisfaction

If your customer base is big enough to sound significant in your business, include this in your messaging. Try using “300,000 customers and counting” in your ad’s headline. Landing pages could also incorporate auto-updating text to display the current amount of clients.

Alternatively, state the number of consumers served within a specific time window. “250,000 customers served per year”,  for example, or “50 new members every day”. Software platforms may prioritise increasing the number of active users.

If you are running regionally targeted advertisements, provide the number of clients in a specific location. Ads for a campaign targeting the Birmingham area could say “10,000 customers in Birmingham”.

9. Demographic information

Use your existing client database to identify common traits among customers who use your products or services. Use these characteristics as indications to construct future prospective targeting, from age and geography to more precise attributes like job title and industry.

Furthermore, take advantage of gaps in your current consumer base. For example, if you’re targeting financial businesses, you may notice you’ve only made inroads with local banks, but you have the opportunity to begin building rapport with credit unions.

Ready to use customer information?

In summary, if you’re seeking new messages and targeting ideas, your existing customer information may be your best source of data.

Spend some time investigating what your customers are saying about your brand. Also what media resources they could provide, and what demographic traits may help inform future targeting. You’ll most likely come up with new creative and copy ideas, as well as identify new keywords and audiences to target.

About the author

Usman KhanzadaUsman Khanzada is a Digital Marketer at FME Extension Dubai having good experience of about 3 years in this field. He is passionate about Digital Marketing, Entrepreneurship, and the web in general. He loves to learn new things related to Technology and if you have anything in mind, reach him here at

Alice Elliott
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