​Targeting niche clients using popular Google Searches in Google Ads

For some businesses the products you are trying to sell can overlap with other highly competitive products and services, sometimes in completely different market sectors. You want to target relevant keywords for your product but find you are prevented from doing so because other bidders in other markets are locking you out.

In this scenario you can find you are in a seemingly impossible situation trying to sell products or services into markets that are dominated by “non-competing” products and services.

If your products or services are of a lower value this can be very frustrating as you’ll be unable to reach your market cost effectively using Google Ads as other advertisers will be willing to pay more for exposure to those keywords.

If your products and services are more expensive or too niche you may find that your Ads are not clicked on enough and this can lead to your Ads being suspended or deemed not relevant to the keyword even though from you and your customers point of view they are completely relevant.

There are potential solutions to this conundrum but getting the balance between your needs to advertise and Google’s needs for Ad revenue from other non-competing advertisers can be particularly challenging especially if you are targeting a very niche clientele.

We look at such cases very carefully to determine the viability of advertising for these types of businesses. To be fair on Google, they are getting better and better at understanding the context of a specific users search by looking at the individual searchers “search context”. E.g. History of past searches and interests etc. Google are also beginning to offer theme based targeting via audiences so that the context of a search can also be factored in to which Ads should be shown.
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This is a complex and nuanced area which we can help you to explore. Contact us today to discuss your particular Google Ads challenges.