Niche Markets – how to use Google Ads.
A niche market is an extremely favourable environment for any business owner. Above all, its main feature is the absence of competition, or only a handful of cases of it. Such a situation should be extremely beneficial for any entrepreneur, yet a tool such as Google Ads brings with it certain obstacles when it comes to advertising on keywords with a low number of searches.
When we are dealing with an unsuitable keyword status, should we devote time and money to creating a campaign in Google? It is worth examining this situation a little more closely.
If you too operate in a niche market and want to use keywords with a less-than-ideal status, you can apply a few useful tactics:
In short
Niche markets in Google Ads are an opportunity: lower competition means cheaper clicks and an easier way to reach a precisely defined audience. The key is exact long-tail phrases (a specific product or use case instead of generalities), an ad message that matches them and a landing page that speaks the language of the niche, plus exclusions so you do not burn budget on general traffic. In a niche, relevance and understanding of the audience win — not the size of the budget.
1. Advertise in a slightly different way.
Situations often arise where you want to sell your product or service whose very existence potential customers may simply not be aware of. What can you do in such a case? Having users type in the name of a product/service they do not know is impossible here, and so is entering the niche market. This situation, however, has a very simple solution: you can connect the product or service with related information or a related topic by using so-called "micro-moments".
Let us use an example:
Imagine a situation where you sell tailor's marking pens that are extremely innovative, because after some time they disappear from the fabric on their own and so people who sew avoid having to wash freshly made clothes.
It is clear that people such as seamstresses with many years of experience will probably know about such a product, whereas it will be different for those who sew as a hobby. The latter may quite simply not know that such a gadget exists at all. Of course, this does not mean at all that this group of customers would not be interested in buying. Therefore, in order to reach them, instead of creating ads using rarely searched keywords, try to use popular phrases that have a high number of searches, such as "useful sewing gadgets" or "how to create sewing patterns quickly". Thanks to such a move, people who, while looking for other information or out of pure curiosity, delve into the subject of sewing will be able to come across your product through other phrases and become your customers.
2. Acquire customers from other sources.
Once you have defined your target group, you can target your ads based on location, interests, gender, and so on. In this case, other advertising tools turn out to be extremely helpful, such as Facebook Ads, thanks to which you gain a new channel that helps you win further valuable customers. If you connect the Google Analytics tracking code and additionally enable data collection within the advertising feature, you will gain extra data about the traffic that appears. You will also get the ideal foundation for a marketing campaign in Google Ads if you do not forget to tag the links in your Facebook ads and prepare appropriate remarketing lists in Analytics. Thanks to this, you will be able to carry out a very specific analysis that will allow you to effectively use all the targeting possibilities on a powerful social network such as Facebook.
3. Use dynamism to overcome status.
The perfect way to deal with the dreadful status of keywords, caused by a small number of searches or their complete absence, is to create dynamic ads. In such a case, Google Ads will target your ads based on the content found on your website. This also means you avoid the need to spend time compiling lists of effective keywords. Use targeting: of the whole website, specific subpages or particular categories — depending on the goal you have set for yourself.
4. Head for the goal – after analysis.
If you devote a little time and develop the good habit of analysing your audience, you will gain information that will be invaluable when later used in the process of advertising in a niche market. If, during your analyses, you can single out the blogs, forums or websites visited by users who might be interested in your product, all that remains is to prepare a campaign targeted at specific placements. As a result of such activity, your company's presence will also be registered among customers who do not yet have purchase intentions, but in the future, when those intentions do arise, the first association in their subconscious will be your brand.
5. What are you interested in, Mr Smith?
When targeting ads at new users, just as in the case described above, you can use the same tactic, directing ads not at placements but at interest groups. If you manage to accurately use the knowledge you have gained about users' interests, it will turn out that you will win your future buyers much faster than you can imagine.
6. Encourage with the topic.
When you have already used the option of targeting ads at placements and interests in your campaigns, you still have the option of using topics — that is, everything related to the subject matter of the content alongside which your ads could appear. It is worth noting that by additionally using targeting at specific age groups, you can achieve much higher relevance for your ads.
7. Targeting Gmail.
An extremely interesting alternative to advertising in the search network and the display network can be a campaign targeted at Gmail. If you choose mail.google.com as the placement for displaying ads and also use additional targeting types, Gmail ads will work perfectly, including in relation to niche markets. As targeting types you can choose: keywords, demographics, in-market audiences, topics or affinity audiences. Such a tactic allows you to reach those people in whose email content information related to the service or product you offer appears.
8. Unfavourable keyword status.
If, despite everything, you want to reach your customers with the help of a keyword that has a very small number of searches – and therefore an unfavourable status – you can use the option of changing the status. How do you do this? First, check whether the given keyword will convert, and also make sure that users actually use such a query. If everything checks out and you believe that the product on offer is profitable enough to devote a little time to it, use the following tactic: every day, type the key phrases you care about into the Google search engine about 3 times (use different devices for this). As a result of this activity, after some time your phrases will change their status from unsuitable to suitable – and thus you will be able to use them in your campaigns. The only downside of this method is that you have to constantly monitor the keyword status you have achieved and keep typing the whole time, because otherwise the phrases revert to their previous status.
Check the available options!
As you can see, there are several methods that we have managed to discuss here, which show that you can confidently advertise in a niche market with the help of Google Ads to achieve your set goals. Of course, it may turn out that some of the tactics listed will work much better in your case than others, which is why the most accurate way to choose the best one is simply to put the presented tactics into practice and pick out the most effective of them.
