A landing page should be based on the wants and needs of your customers. Using searcher personas can aid in developing effective ads and landing pages.
Demographics give you valuable information regarding the ages and income brackets of your target audience and this information can be useful for your campaign. Searcher personas however, are different; personas are based on what drives your customer to make decisions or what may drive them away. These motivators can affect people of any age, income, or ethnicity. Most products are aimed at particular demographics. You want to know how people within that demographic make choices. Is it based on data or gut-feelings? Do they research their options or just go to the first site that appears on Google? Focusing on how people make decisions can make your landing pages speak directly to that persona.
Casting a wide net for every searcher is the last thing you want to do! A customer is more likely to call a flooring installation specialist than a general handy-man, unless that handy-man is cheap and available immediately. This is where Searcher personas come into play.
Learn more about searcher motivation and the selection process read the original article by Brian Massey here.
(Information retrieved from Search Engine Land.)