How To Boost Ppc Traffic Volume For Niche Products

Sometimes, when a product only serves a unique set of purposes, its difficult to come up with a list of keywords that relates to everyone. For example: If we came up with a product that turns dog poop into vapour, We would make a fortune. But how do We market it through PPC? There isnt already a name for this kind of product that everyone can instantly think of, and there isnt any phrase that can easily describe the nature of this product, either.

If We run my PPC campaigns with a list of keywords such as poop vaporizer or dog shit remover, We probably wouldnt get too much search volume. So, what can We do?

The answer is: Contextual Targeting.

Instead of waiting for potential customers to search for you, with contextual targeting, you reach out to potential customers. Heres Googles definition of contextual targeting:

Contextual targeting is used to match ads that include keyword targeting to sites within the Display Network. Our system analyzes each sites content and theme, considering factors such as text, language, link structure, and page structure. From these factors, Google determines the central themes of each webpage and targets AdWords ads to the page based on the advertisers keyword selections and language and location targeting. As a result, contextually targeted ads provide useful information to readers, and attract an audience with an established interest in your message.

Lets go back to my dog poop example.

First We need to create a keyword list that defines the theme of my product. An example would be: remove dog poop, dog poop removal tool, how to remove dog poop, dog poop removal business. You get the idea.

Google even has a Contextual Targeting Tool to help you generate the keyword list (still in beta though). You can find it under the Opportunities tab.

With contextual targeting, my ads will now show up at, for example, discussion forums (on topics related to how to remove dog poop) or every other sites that has content with similar theme as my keyword list. Like the image example below. The content of the article is related to computers, so the ads (highlighted in green) are also for computer related products.


Doing this right, you can start bringing in huge volume of qualified traffic to your site. One of our clients had gone from no visits with Google search to averaging seven conversions per day with Google Contextual Targeting (using similar keywords). But of course, contextual targeting only brings you the traffic, youll still need to have a properly designed landing page to reap the full benefit.