Keyword targeting in Google Ads: Identify your audience's interests in 3 steps
So you want to target a niche audience in Google Ads, but don't know what they're interested in? Read this speedy download from our in-house AMP27 expert, Jon Rayner.
2 mins | 26/09/2024Key takeaways
- Use your industry knowledge to begin the process
- Make use of helpful tools, like Ahrefs
- Keyword targeting will allow you to effectively reach your audience
Niche targeting in Google Ads
When it comes to digital healthcare communications, we have you covered – no matter how technical the challenge. And we admit, this one is a bit specific.
Let's set the scene. Your objective is to reach a niche audience online. Let's say you want to communicate with health policy-makers. You've decided to use a paid Google campaign that leverages keyword targeting. It's a powerful tool, right? However, you've hit a bump in the road. You don't have any insights into what your audience is interested in. How are you going to generate your keyword list?
Never fear, here are our three steps to effectively solve this challenge.
Step 1: Create a list of websites that your audience frequently visits
If you're close to the industry, this won't be tricky for you. But if you need a helping hand, head over to ChatGPT, which can provide you with a good starting point to begin compiling your list.
Through this method, we may have discovered that our policy-makers frequently visit the following website: health.org.uk
Step 2: Analyse these websites using Ahrefs
If you've read my other articles, you'll know by now that I'm a big fan of Ahrefs.
Add your identified website to Ahrefs and navigate to the ‘top pages’ section. Here, you will see the top pages that this site is driving traffic to, and the top keywords people are searching in order to arrive at these pages.
Simply analyse these keywords and select the ones that make sense for your campaign. Repeat this process for each website on your list.
Step 3: Add these keywords to Google Ads
And now you have your keyword lists! It's as simple as that. The final step is to add these keywords to your Google Ads campaign. Whether you're running YouTube ads, Performance Max campaigns, or keyword search ads, you will now be able to effectively reach your audience, based on their information needs.
Watch out policy directors, our ads are coming your way!
If you have any questions, or want to set up a Google Ads campaign, AMP27 can help. Drop me a line via our contact form – I'm always happy to help!
