As a business owner, it’s important that you don’t spend any money on your PPC campaign until you have a good understanding of who your target customer is. If you already have a good idea of who you’re targeting, then you can use different tools, including Audience Insights and Keyword Planner to create personas, which is the best way for you to target niche audiences while mapping the customer journey from start to finish.
Refining your Strategy for Niche Audiences
When it comes to running a PPC campaign, one thing to take note of is that keywords are the foundation of everything you do. Keywords determine when and where your advertisements are going to show up and it also determines how relevant they are.
If you want to target a niche audience, you need to base your selection on different criteria. If you operate within the gambling sector, you may want to advertise new online slots to anyone who has played games on your site before, while promoting titles such as Big Bass Bonanza to those who have shown an interest in fishing games in particular. Seasonality and competition should also be taken into account, and long-tail keywords are a great way to do this.
Don’t target terms such as pet food, and instead focus on keywords such as “organic cat food delivery in New York City” or cat food for specific breeds of cat. This is of course just an example, but it shows how niche you can go, and the deeper you go, the less competition and higher chance of conversion you’ll be able to take advantage of.
Machine Learning and Dynamic Search Ads
One of the most effective ways for you to get through to a niche audience would be for you to create landing pages. This requires you to have a deep understanding of the people you are trying to target, which isn’t always easy. If you use Google’s Machine Learning model with Dynamic Search Ads or Performance Max campaigns then this helps you to pick up intent queries, so you can drive competition based on high-converting keywords. You can also combine this strategy with additional input signals, so you can refine your targeting scope even further. Tools such as Google’s Ads Editor and even Semrush can be used to monitor your campaign and it can also be used to identify areas where you could potentially improve.
Don’t be tempted to do this too soon though, as you need to let things stabilize before testing. A good rule of thumb would be for you to wait for around 90 days before you undertake any kind of huge overhaul with your optimisation, or before you start making changes to your campaign. As you’re targeting such niche audiences, it may take a while for results to come through. When they do, you can use this as a consistent baseline for your campaign, which is very useful when adding additional niche audiences to your targeting and advertising efforts.
Also Read: Why Doesn’t Your Amazon PPC Campaign Work?
