Over the past 3 months, our office has been going a little nuts. Every day there is at least one can of Blue Diamond Almonds on or near my desk. Starting with Wasabi & Soy Sauce flavor, the variety of almonds has continued to grow at an alarming rate fueled by hungry coworkers, and I fear my desk will soon be overtaken by the full variety of flavors including the new Blazin’ Buffalo Wing and Habenaro BBQ.
Kudos to Blue Diamond for expanding their variety of flavors to satisfy consumer (and coworker) taste buds, increase shelf space, and ultimately broaden their almond reach. This strategy reminds me of an amazing TED video, Malcolm Gladwell on Spaghetti Sauce, which explains the segmentation and diversification of spaghetti sauce flavors lead by Howard Moskowitz. It is very informative and amusing, so I would highly recommend watching it, plus it gets you thinking about the power of successful consumer segmentation.
Through our Local Pay Per Click management, we are able to achieve a similar level of consumer segmentation based on keyword trends, creative ad copy and custom region targeting. A pay per click campaign for a single store can have thousands of different keywords and hundreds of matching ads to target each individual consumer based on their individual search behavior.
If you are managing your own pay per click campaign, proper segmentation can increase the campaign’s click through rate, improve the keyword’s quality score, and ultimately decrease the ad’s cost per click, so here are a couple tips for adding segmentation to your campaign:
1) Identify ad groups that receive impressions yet have a low click through rate
2) View their search query reports, as it will show you all the searches that triggered your ad
3) Divide common terms into new ad groups, and develop ads specifically relating to them
4) Remember to also use the search query report to identify negative keywords to utilize
Whether it is taste sampling spaghetti sauces around the nation or testing pay per click ads in a specific region, customer segmentation is a powerful tactic that can produce additional returns. Try it out for yourself or let us know your success stories.