The basic premise of keyword strategy in search engine marketing is simple, find high volume, low competition keywords that have a high converting rate. In other words, reach out to internet users via a high-volume channel who your competitors have missed out on, and who are interested in purchasing your product now. While not entirely impossible, the odds of finding such keywords are few and far between.

Relevance to Niche Businesses

This is especially so for businesses which sell a niche product or service. Often, when a business’s value proposition is highly customised, or the target segment is narrow, high volume keywords deliver plenty of irrelevant traffic. Since SEM runs on a cost-per-click basis, this results in high marketing cost and poor cost per acquisition numbers.

What then can businesses strapped with limited budget or a highly niche audience do to improve returns on their Google Ads campaigns?

Long Tail Keyword Strategies

To start, long tail keywords should be the focus of their campaign. Long tail keywords refer to keywords that have low search volume and thus usually lower competition. Detail is the name of the game for these little guys, and thus finding such keywords that have a high level of fit with your value proposition could yield good results.

When users make searches in such high level of detail, they are likely to have positive intentions to take action when they see an offer. As such, businesses that successfully implement a low keyword targeting strategy tend to achieve low cost and high conversion rates – two out of the three golden aims in search engine marketing.

Buying Action Based Keywords

Long tail keywords often include actionable descriptions such as “where to find…” or “best deal for…”. When you combined detailed keywords with action intent, you have a better chance at finding users are simply looking for the right offering and price before deciding to purchase. As such, using such buying description in your keywords further narrows the intent of purchased keywords which in turn may deliver higher conversion rates.

Building The Competitiveness Of Your Website

Another benefit of starting your search engine marketing efforts with a long tail keyword strategy is the increase in search engine perceived quality that your website will receive. As more users engage with your website, its domain and page authority will start to rise, thus allowing your website to compete with the bigger players in the market. At this point, you will be better equipped to compete for higher volume keyword as your quality score will be at a sufficient level to lower the cost of bids.

Do Not Miss Out On The Gold Mine

When creating a SEM marketing strategy, spending time to go through this gold mine could potentially yield you fantastic returns. These unique keywords allow you to reach the a niche audience who are ready to convert upon seeing your offer.