Every business has its niche, from the household names like Apple and Burberry to the smaller businesses that serve a very specific type of client. Niches come in all shapes and sizes and are defined as “specialised segment[s] of the market for a particular kind of product or service”, according to Google.
If your business sits within a specialised niche, you may question the value of Google Ads: why waste money targeting various search terms when I have a specific audience? However, Google Ads isn’t concerned with casting the widest net possible, quite the opposite. A well-researched and thought-out ad campaign is concerned with one thing only, meeting potential customers at the point in their search journey when they are ready to invest.
What does John Mueller say about Google Ads?
Or for some of you, who is John Mueller? Because as small and medium business owners, knowing the ins and outs of the everchanging SEO landscape may not be at the top of your priority list.
John Mueller is a Senior Webmaster Trends Analyst at Google which, in layman’s terms, means he knows what he is talking about. On the topic of Google Ads, John busted the myth that paying for advertising space negatively or positively impacts your website’s SEO. It is separate and is used in conjunction with your existing online presence to target the keywords that are specific to your business.
Source: Site Strategics
The Purchase Stage
Particularly for niche businesses, Google Ads can be a high-value investment. A good Google Ad campaign will target users at the best point in their purchasing journey, so you don’t waste time and precious SEO budget on generic terms.
For example, floristry is not considered very ‘niche’, but you may own a small florist business specialising in rustic weddings in Birmingham. It will be difficult to compete with larger, nationwide florists or agencies like Hitched, but with Google Ads, you can target search terms like “florists for rustic weddings” or even “florists for rustic weddings in Birmingham”. This will position your website exactly where it needs to be – at the top of your potential customers’ search results and at the point where they are ready to purchase.
Targeted Investment, Big Results
With Google Ads, you will only be charged when someone clicks on your advertisement. This pay-per-click structure maximises your ad budget and allows you to invest in the people who will engage most with your product or service. For niche businesses who do not benefit from generalised marketing, Google Ads delivers you to your customers, rather than expecting them to find you.
TLDR: Do Google Ads Work for Niche Businesses?
In short, yes. Google Ads are arguably designed for niche businesses. They allow you to target specific keywords and search terms that relate to your unique product or service. An ad campaign leaves no room for guesswork and no space for doubt on your customers’ part; you are the person who will solve their specific query.
Cakecrumbs marketing helps niche businesses target the best search terms for their unique product or service. Our pay monthly structure does not waste time with setup fees or contracts. Instead, we focus on bringing your business online – no matter what business you are in. Ready when you are.
