How To Handle Adwords Accounts And Personas

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During Episode 36 of Hump Day Hangouts (https://www.youtube.com/watch?v=Lha1UdK4n64), we had a good question about AdWords and personas:

“If you are using a persona how do you handle using either an adwords account or if your connected to any affiliate program with paypal or other banking component? Is there a way this needs to be handled.”