There are a lot of people searching for all manner of things on the internet and as a business or PPC marketer you are going to find it a lot easier to work within niches where you can focus your efforts.

Not every person on the internet is going to be looking for or interested in what you have to offer them so it is a time consuming and expensive task to even try. What you are going to want to do is focus in on niche markets and take advantage of gaps and cheap converting keywords to maximise your advertising investments profit as fast as possible.


In order to be effective, your adwords campaigns must address a niche market. This requires you to have an in-depth understanding of who comprises the market, why they buy and a tightly focused keyword list.

Who is buying the product or service?

Successful advertisers develop a profile of their typical customer. Keywords, titles, and descriptions must appeal to this person. If you are selling the latest, greatest and fastest gaming pc on the market then you are probably looking to get the attention of dedicated online gamers. To do this you would use keywords based on the latest hardware in the machine and include calls to action in the advert text. For example you might use “Powerfull New Games Machine” instead of just “latest PCs in Stock Now”.

Reaching the right market

The niche – is necessary to avoid the cost associated with clicks by people who are not likely to buy. You should strive to avoid viewers who will click but not buy, because they will pay a higher CPC without attaining sales to balance the expense. Low conversion rates are one way to recognize that ads are reaching too broad a market. For example, if you are trying to advertise a 16gb ipod touch then a possible good keyword phrase might be “16gb ipod touch” instead of “mp3 player” as it is more specific and more likely to draw more relevant traffic resulting in better conversion ratios and reducing waste of advertising budget.

Why do they buy?

Marketing experts suggest that purchasing decisions are made for one of three reasons: to fulfill a basic need, to solve a problem, or to create positive feelings about the self. Adwords campaigns should communicate specifically what need will be satisfied, problem solved, or self-image achieved through the purchase.

Viewers are given pages of hits when they enter a search. They need a compelling reason to choose one ad over another. Effective ad titles will increase click-thru rates. The result of these two steps is a lower CPC and a better qualified lead.

To zero in more closely on the niche market, you can employ negative keywords. These are the words that, when included in a viewer’s search, will cause the ad NOT to appear. Developing an accurate list of negative keywords involves several steps. First, using a keyword research tool, enter the keywords chosen for the advertiser’s website. A list of phrases commonly searched that contain those words will be produced. An advertiser selling tulips, for instance, might find that the search phrase “pictures of tulips” is frequently used. The negative keyword “pictures” would then prevent the ad from showing when a viewer wants an image instead of the real thing.

Use keyword phrase matching to further ensure the ad will reach the right viewers. Variations in spelling, common misspellings, interchanged words, and the use of singular and plural forms of keywords allow the maximum number of potential customers to receive the ad in response to a search.

Knowing one’s niche and reaching that segment of the market can enhance an advertiser’s success with Adwords campaigns.