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Marketing is always more effective when an ideal customer or client can self-select and buy in to your offer. Google Ads is no different in this regard, potentially even more so because you can waste a lot of money if you blow sand into the wind.

In Google Ads, how you choose to describe your products and services and your website’s landing page experience will have an impact on how relevant you seem to your ideal customer, and so Google may reward you by increasing your ad rank and reducing your CPC for users who it thinks meet your target profile.

While this is a great benefit, you might need to be careful not to niche so much that terms and ads that would normally convert well end up with a poor quality score instead. Some businesses want to maximise their ad spend and dominate every search, and it is hard to do that if you have a niche strategy.

If you have different target audiences, or sell a variety of different products or services you may be better off having different landing pages so that your ad rank for less targeted searches doesn’t suffer. Ecommerce businesses with Shopping ads do this well, because a search for a product goes straight to the product page and generally has good relevance. There is always a bit of a balance required between niching down vs generating broad appeal, and it won’t be the same for every business.

Targeting a niche market would require you to really understand your audience and how to appeal to this smaller market segment. You’ll have to anticipate your target audience’s needs, wants and problems and address this early through your ads. It will be important to conduct thorough keyword research to make sure you are showing ads for the right ones.

If you are successful in serving a niche market, advertising through Google Ads will improve your Return On Ad Spend because you will enjoy a better conversion rate from ad to transaction.

This tip and many others are found at https://www.petramanos.com/category/tips/

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020