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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/

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce 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

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021

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

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020