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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/
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