Delve.ai

Persona Generator

Use Delve AI's persona generator to create
AI-powered personas automatically.

View all products

Marketing Advisor

One tool for all your SEO, PPC, social, email, and
content marketing needs.

View all products

Social Advisor

Find trending topics, influencers, popular
brands, and organizations.

Content Advisor

Identify content ideas and article updates
that are critical for SEO.

Media Advisor

Monitors media coverage and pinpoint
opportunities to enhance visibility.

PPC Advisor

Boost conversions with keyword research
and campaign optimization.

Email Advisor

Receive content and A/B testing tips,
with optimal email send times.

We use cookies to optimize experience and functionality.  Learn more about cookie policy

Using Personas to Identify Niche Targeting Ideas

With data-driven personas and deep customer insights about buyer segments generated by Delve AI, Faye was able to unlock new niche targeting options and expand the reach of their display ad campaigns by 4X.
4 Min Read

In today's highly competitive ecommerce market, display ads are a valuable tool that many companies leverage to promote their brand and products. Having said that, these ads need to be targeted at the right audience segments and hence, can often pose challenges in terms of effectiveness and user engagement.

In this case study, we showcase how a fashion brand, Faye, unlocked niche targeting ideas and expanded their display ads performance cost effectively by using Delve AI's persona generation platform.

The Client

Faye is an omni-channel, small business clothing brand that provides a range of apparels and accessories for girls, whether they are toddlers or tweens. With a focus on quality and comfort, it offers fashionable, sustainable, and comfortable clothing for girls.

The company's product line includes party wear, smart casuals, and accessories, offering a wide range of choices that allows girls to express their individual style. Their clothing also reflects a blend of traditional and modern styles, catering to the diverse tastes of young girls.

The Problem

Faye, like many e-commerce brands, had been running display ads for brand marketing for over a year, targeting directly relevant audience segments such as "children's apparel", "baby & toddler apparel", and "gifts & occasions" on Google Ads platform.

Google display ads audience segments before using Delve AI platform

These ads generated approximately 8,000 clicks each week with click-through rates (CTR) in the range of 4-5%.

The company was looking for ideas to expand their digital reach significantly and generate more revenues in a cost-effective manner. But basic understanding of their website visitors and buyers based on aggregate data from Google Analytics limited the opportunities and insights needed to expand the customer base in a budget friendly manner.

Hence, the Faye team was open to exploring options that would enable automatic segmentation and deeper understanding of their audience segments, along with identification of new ad targeting opportunities.

Solution

Faye turned to Persona by Delve AI, an AI-powered, persona generation platform that automatically analyzes first-party and public data sources to create audience segments and generates valuable customer insights.

After connecting their Google Analytics and Search Console data, Website Persona by Delve AI generated eight detailed segments and personas based on behavioral patterns, demographics, transactions, and psychographics. These segments also provided insights into the users/buyers' needs, challenges, and their digital journeys.

The team leveraged the Compare feature provided by the platform (that enables side-by-side comparison of any pair of segments across attributes such as demographics, communication preferences, brand affinities, food/news/travel/movies preferences, products and/or services likely to be purchased, values, hobbies, and tools used) to identify unique attributes specific to the converting/buyer segments as compared to the non-converting/visitor segments.

One key insight that stood out was that the users in the buyer segments (converting users) had unique hobbies such as comics and crafts in comparison to those in the other non-converting segments.

Buyer segment persona with comics and crafts as hobbies

Implementation

Armed with this key insight about their customers, the company decided to target these hobbies as new audience segments for their display ads and evaluate their performance against the pre-existing audience segments.

Google display ads audience segments after adding niche segments

Further, the ad creatives and the messaging were tailored based on learning from industry-specific persona attributes generated by Delve AI, thereby helping create display ads that resonated better with the respective target audiences.

Industry specific insights
Sample Faye display ad

Result

By targeting their ads at the newly discovered niche audience segments ("Comics & Animation fans" and "Arts & Crafts Supplies") and refining the ads based on data-driven persona insights, Faye was able to achieve 4X more reach and generate more clicks and conversions with comparable cost/CTR metrics to pre-existing audience segments.

The following is a summary of the results that Faye achieved within two months of their engagement with Delve AI platform based on the implementation of the insights derived.

  • The number of impressions and clicks generated by the display ad campaigns increased by ~4X
  • The incremental number of clicks generated was over 30,000 per week
  • The CTR of the newly added segments (~3.9%) was comparable to the CTRs of the pre-existing segments (~4-5%)
Faye Google display ads performance results

Conclusion

By leveraging data-driven insights generated by Persona by Delve AI, Faye was able to unlock and identify niche targeting ideas and refine ads to resonate better with their target audiences. With larger reach, improved ads, and targeting in segments with lesser competition, campaign performances improved significantly.

Ad campaigns, enhanced and refined based on Delve AI generated insights such as the ones highlighted above, continue to deliver significant reach and conversion value/cost performance for Faye.

This shows that insights based on personas and customer data can be used not only to derive new marketing ideas, but also to scale up business, improve brand visibility, and deliver delightful experiences to target buyers.

Create customer personas automatically
Gain deeper understanding of your digital customers

Related articles

How to use PPC personas to boost search engine marketing

How to Use PPC Personas to Boost SEM

Get practical tips to create and apply Pay-Per-Click (PPC) personas for paid search advertising. Boost search engine marketing (SEM) performance by implementing buyer personas in your PPC campaigns.
8 Min Read
What Is a Buyer Persona and How to Create One?

What Is a Buyer Persona?

A buyer persona represents your ideal customers, helping you make better product and marketing decisions. Learn how to create and use one for your business here.
27 Min Read
Available in 11 languages
How to Create Personas Automatically

How to Create Personas Automatically

Learn how to create personas automatically for your and your competitor’s business. By creating buyer/user personas, you can get deeper insights and intelligence to market, sell and serve your customers better.
7 Min Read
View all blog articles ->

Subscribe for blog updates

Our products

Website Persona

Create personas for your website
using Google Analytics data
live

Social Persona

Generate personas for your
social media audience
social

Competitor Persona

Develop personas for competitors
using Delve AI's intelligence data
competitor