Finding the Diamond in the Rough – Driving Qualified Traffic for Niche Markets

There are nearly 40,000 searches per second and 3.5 billion searches per day in Google. Just let that digest for a second. Hundreds of thousands, if not millions, of people could be searching for you or your product each day! While this is a great statistic, it can also be a curse if you don’t have the right strategies in place to find the most qualified traffic for your brand or product.

Let’s say you have a very niche product in a very niche market. How can you reach and find these people or as I’ll refer to them as, ‘Diamonds in the Rough’, amongst the broad and frequent searches that are out there each day in Google? Here are several strategies that will help you drive more qualified traffic through paid search campaigns.


Make Your Keyword Set Focused and Specific

The first step in creating a successful campaign is targeting relevant keywords. To ensure that you are reaching the highest valued and qualified traffic possible, make sure your keyword set is precise and focused.   Put yourself in your consumers’ mind. If you were them, what would you search to find your product or service? For example, if your product is Pet Insurance, you would want to create a keyword set tailored specifically for pet insurance (i.e. ‘pet insurance’, ‘dog insurance’, ‘insurance for cat’, etc.). It may also be important to only focus on match types that are narrow such as phrase or exact.

On the contrary, you wouldn’t want to bid on ‘insurance’ or other broad keywords that would create irrelevant and unqualified traffic. One of the easiest and most efficient ways to prevent irrelevant traffic from reaching your site is to determine negative keywords to add into your account. Sticking with the Pet Insurance example, you would want to come up with a bunch of keywords that you would NOT want to appear for. Some of these could be other types of insurances that people would search for – ‘auto’, ‘home’, ‘life’, etc.


Create Relevant Ad Copy

Although it may seem obvious, many advertisers can sometimes overlook their ad copy and landing pages and display misleading messaging to the user. A successful ad copy consists of not only your brand and trademark but also the product or service that you offer along with straight forward call-to-actions. By displaying the specific product or service that you offer, you can help rid out the irrelevant traffic.   Here is an example of an ad that would not drive qualified traffic based on a search for ‘dress shoes’. Clearly, the ad’s headline shows ‘dress shoes’ but the body of the ad calls out ‘water shoes’.

ad copy fathom blog example

Conflicting messaging that is confusing to the user will look ‘spammy’ and only create a negative image for your brand. It could also create irrelevant spend as the user clicks on it expecting to find dress shoes when your company only sells water shoes.


Drive Traffic to a Detailed Landing Page

Once the user clicks on your ad, you’ve already gathered their interest in your brand or offering. From here, detailed content about your product or service can be the next step in driving quality leads.  Outline exactly what your product or service is along with any restrictions that may prevent someone from converting. This way, there are no surprises to your potential consumer.


Use Retargeting to Your Advantage

Retargeting is a great way to reach qualified traffic that have already been to your site. There are several possibilities of why they may have left your site without converting, but the good news is that they showed interest initially and chances are, they may convert later with some more time and help from retargeting. When using retargeting as part of your strategy, make sure you use messaging that is relevant to the user. For example, if the decision buying process involves emotions, use messaging around ‘We’re Here to Help’. On the other hand, if the decision buying process is short and straight forward, serve the user with an incentive to come back (i.e. coupons or other promotions).


Use your niche market or product to your advantage. By keeping the user experience in mind along with the few steps above, you can drive successful and efficient digital traffic and dig deep to find those consumers that are ‘diamonds in the rough’.



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