Simple steps to target the paid search to your specific niche or crowd

Identify your niche and do your research
For each brand or product, there is a niche. You need to identify your brand first. How do you position your company? What is its USP or unique selling point? It is very important that you identify what makes our brand a brand and what makes your products unique from others or more reliable than others. This will give you an idea of who the market is and how they will respond to your marketing and advertising campaigns.

Find the ones that you feel will be interested with your brand. Understand their interests, values and the problems they encounter with similar products that you offer. This can be used to appeal to the audience and that market your market.

The message
How do you market within the confines of a small space and limited characters? There is the challenge of creating a powerful ad copy. You have to portray that your brand is this or that and it should sound professional and at the same time, make sure that the audience relates to your product. Most Hispanic audiences are family oriented. North America is business oriented. Therefore, you have 2 different markets and you can either do a hard sell or soft sell. Your ad is not the end of the road. Enticement is good but it has to make sense to them. This is where you add a follow through by creating content or articles to describe products show its advantages and other kinds of content that will make the product appealing and enticing for them to purchase.

Communicate
It is not enough that they find your ad or read your content. It is necessary to spread this and that is through social networking. Go for blogs, forums and sites that focus on your particular product or market. Your easiest social networking tools are Facebook and Twitter and they are necessary for anyone who needs to build a network that can influence others and share your content with them.


Vikas Singal, Co-founder and CEO of Ribbun Software, is a well known expert in the industry of search engine marketing. Since 2002, Vikas has been involved in developing successful search engine and social media marketing campaigns for large and small businesses.