Target New Audiences Through Paid Search

By Kayla Kurtz | @one800kayla | Senior Digital Advisor at Hanapin Marketing

PPC provides a highly controllable channel from which you can test, forecast and project business goals and performance through. So what this means for paid search is that it is time to begin (if you’re not already) utilizing the channel to power your entire marketing plan. One way is to find new audiences.


Target New Niche Audiences


Finding a niche paid search audience can be a difficult journey, however once you’ve arrived at your final destination – the same channel can serve as the perfect vessel for reaching your specific targets.


PPC gives you incredible maneuverability through control of keywords/queries, allowable click cost thresholds, general daily/monthly budgets, time of day or day of week targeting, location or geo-targeting, among many other features. Combining these capabilities in the channel with the efficiently gained knowledge of a test of your audience in the same channel can allow for swift marketplace growth and saturation over the competition.


Again, as the general online marketing landscape becomes more and more competitive – finding a way to get ahead of the curve is crucial to maintaining up and to the right growth for your company. This test and target method will certainly allow for that, in addition to showing other areas for potential growth. As you’re able to tackle these new markets, you may begin to realize areas of opportunity for your brand that you were not previously considering or had not seen interest for from an entirely different service or product standpoint.


Read more in the full white paper: The Impact of PPC On Your Business