The frenzy of the holiday shopping season is upon us and Pay Per Click (PPC) marketers will be scrambling to get the most business from consumers doing their holiday shopping online. However, it may be easier said than done. By properly segmenting their market, PPC marketers will be able to make their ads stand out among the competition.
The Google search results page (SERP) is a highly competitive advertising channel with a high concentration of competitors in one place. Competing to get the sale of a potential customer will be challenging with such limited space and such high competition. Most of the time, markets for a typical keyword lack a disparity between ads because of the head-to-head competition that exists. These types of ads are based upon two different strategies: ads that use sensationalized rhetoric (i.e. top, best, better than, etc.) and ads that include differentiating prices. When the first type proves to be overwhelming and confusing for the consumer, the next option will be an ad that includes pricing of the product. So what do you do when you want your ad to stand out but you don’t want to sensationalize or compete for the lowest price? Find a niche market to target your PPC ads to.
You can find a niche for your PPC ads with market segmentation. Marketing segmentation is when you find a more narrowly defined group of consumers that have a distinct and unique set of needs, which in turn will likely attract fewer competitors.
- Identify the different groups of niches for the important keywords in your account (i.e. age, gender, location, socio-economic status, etc.)
- Look at the SERP through the eyes of each of your niche markets. Think about what questions they may have or what features they are most interested in and why.
- Look at what your competitors are doing and see if they are meeting the needs and desires of your chosen group.
- Answer this question: Where do my competitors fall short of meeting their needs?
- After you’ve identified what your niches are, what your competitor’s lack, and how you can better meet the needs of your target market, you can deploy your PPC campaigns. You can target each niche with each keyword in your account or you can run an A/B/C split test in which each ad is tailored to a specific niche. Then you can tally up the results to see which niche was the most responsive and which campaign yields the highest conversion rate.
- Another thing you may notice in your results is that the CTR for your control ads may have gone down a bit but the conversion rates may have gone up. This is ideal because you are no longer targeting your ads to a massive audience filled with more tenuous consumers.
- Lastly, don’t forget that your landing page is just as important as your ad. Make sure the page that you are sending your various niches to matches their needs as well.
In the end, you will better serve your niche market by using targeted ads in your paid ad campaigns.