You’ve probably noticed the increasing competition in online advertising if you’ve been running paid ad campaigns for some time. To attract more online users, businesses are spending more on paid ads campaigns.
It’s important to remember that not everyone in your target audience is the same. While there are billions of social media users, your business might only be relevant to a handful thousand.
Stop wasting your money on users who won’t convert. Instead, find the ideal users and create brilliant paid ads campaigns to convert them.
Paid Media Vs. Paid Media Vs.
It’s easy to misunderstand the terms paid media, owned media and earned media. They all relate to marketing but cover different types of ads.
It’s also known as “paid media” when you pay money to third-party channels like regional magazines to promote your business.
Here’s an example of paid Twitter media.
It’s known as “owned media” if you post photos, videos and other online content about your company to your social media channels.
Here’s an example of owned media.
It’s known as “earned media” when people feature your content without you having to pay for it.
- Sharing your business post to their LinkedIn Page
- Retweet your content
- Uploading photos and videos about products and services to their personal blogs, etc.
Oneupweb also created this graphic to explain the differences between owned media, paid media and earned media.
How To Create A Successful Niche Paid Media campaign
You know that you shouldn’t market to everyone. So, your next question should be how can you find the right audience for your ads and ad spending so that you can target the right people.
Next, we’ll answer these and other niche-specific questions about paid media campaigns.
1. Identify/Research Your Target Audience
To launch a niche-focused paid media campaign, it is important to identify your target audience.
Are you unsure where to begin? These are some ways you can research your target demographics efficiently.
Create a Buyer Personala
What do your target audience need? Create a buyer persona to find out. Create an example profile of your ideal client.
What is their age What social media platforms do they use? What are their reasons for wanting to purchase your product? What problem are they trying to solve?
These questions will add nuance and depth to your profile.
Work with Pain Points
It is not about having a complete psychological profile of your target audience that will make it successful in creating buyer personas. Instead, you need to understand their pain points and present your business as a solution.
You can make a list of the things that are bothering your target customer and position your products and/or services as a “relief” to them.
Tinder’s team may market to lonely young adults by positioning their brand to be a way to make meaningful connections and meet new people.
2. 2. Determine a Campaign Budget
Once you have identified your target audience, it is time to begin working on niche paid media campaigns.
Begin by assessing your budget. Do not set a figure you don’t think will suffice. Take a look at the data.
Ask questions like:
- How were your sales over the past few months?
- How do you calculate the return on investment for previous paid advertising campaigns in your niche?
- How is your company’s current financial situation?
This will allow you to come up with a number that is affordable and still offers enough.
Knowing which platform you wish to work with is also helpful. Take a look at the advertising rates for Instagram, Facebook, Google or any other channel that you are interested in.
These are some factors to consider when setting up a budget for your niche’s paid media campaign.
- cost per click/view/conversion on different platforms
- For every dollar spent, the average return on investment is 5%
- The percentage of your target audience that uses the platform
You should pay attention to the origins of your customers. That platform is a good place for you to start.
You can set goals for paid media campaigns in your niche to track, measure and improve their performance.
For the best results, set SMART goals. These goals are specific, measurable, achievable, realistic, time-bound, and easily achieved.
Setting a goal to reach 1 million YouTube subscribers via Facebook marketing is not “SMART.”
“Our team will spend three hours per weekday uploading 1 video to our official Facebook page at 4:00 pm when the audience most active and $20 advertising it through Facebook ads with the long-term goal to attract 50K YouTube subscribers within the next six months.”
4. Select your Paid Media Format
Your target audience research, budget, campaign goals and brand will all influence the right paid media format.
Businesses that are looking to grab the attention of users with display ads are a good choice. Display ads are often used by restaurants, fashion brands, or tourism companies to promote their businesses.
Paid ads such as the ones on Google (see below), are great for text-focused businesses like law firms, writing services, and digital marketing teams.
Influencer partnerships are another option for niche-specific paid advertising campaigns. To promote their products, a growing number of businesses work with influencers.
They are often very effective because:
- Personalization is possible for influencer campaigns.
- They can increase brand awareness via word of mouth.
- You can build trust and credibility through the loyalty of another audience member.
For niche businesses, I recommend that you look for micro-influencers who have more targeted audiences. These influencers are usually less expensive but offer access to a carefully selected audience.
5. Select your Ad Platform
After narrowing down your paid media campaign goals and audience, you will need to select a platform that suits your needs. You can choose to use social media platforms like Facebook or search engines such as Google.
As it is difficult to learn the nuances of each platform and optimize multiple campaigns simultaneously, I do not recommend that you use them all at once.
Choose the ones that are most relevant to your business.
A niche campaign on Instagram may be more effective for a photography company than a Twitter campaign. This is because Instagram users who are interested in photography are more likely use platforms that focus on photos like Instagram.
Chat-focused platforms such as Twitter, Facebook and Reddit are great for creating interactive campaigns. Because they are user-friendly, these platforms tend to be more active and encourage engagement.
These platforms are great for contests and giveaways that require a lot more interaction from the audience and informal sharing.
It’s important to have well-developed paid advertising campaigns on only one platform, but diversifying your efforts is equally important. However, this doesn’t necessarily mean that you should use all platforms.
Diversifying your marketing efforts instead means trying new formats (see the section below), changing the content type (photos vs videos), and sometimes cross-posting to different pages.
Your ad copy is what will determine the success of your niche paid advertising campaign, regardless of platform or budget.
Your ad copy should be engaging and appealing. It should also contain enough information to encourage the viewer to click.
Here are the key elements you should include if you don’t know where to begin.
- What your business stands for
- Your customer’s pain points
- How your business solves problems
- Why you should be the one to beat
- What action is required by the reader (subscribe or share, etc.
- What is the time commitment? For example, can you download in just one click?
To help you write engaging copy, I wrote an entire post about PPC Ad Copywriting.
7. Be very specific when targeting
Your campaign is now ready. You have chosen a format, platform, budget, audience, and ad copy. Next, what’s next?
Targeting should be precise.
Keep in mind that not everyone is your audience. How can you ensure your ad is reaching the right people with your message?
Many advertising platforms provide detailed targeting options to your niche for paid media campaigns.
Facebook, for example, offers a lot of options to target a specific group of people.
These options allow you to adjust your targeting settings based upon your buyer persona.
Similar targeting options are available on Instagram, Reddit and Google Ads.
High-intent keywords are an important part of marketing campaigns.
How can you find high-intent keywords that are suitable for your business? Keyword research is the key.
Take a look at your competition. What keywords are they using? What keywords are they using? Which keywords are best for your business? What keywords are good for building a base for your niche’s paid advertising campaign?
For better results, you can also use online tools such as Ubersuggest and Google Keyword Planner.
3 Bonus Tips to Successful Niche Paid Media Campaigns
You now know how to create outstanding niche paid advertising campaigns. These are quick tips to help you get better results with your campaigns.
1. Personalize Your Niche Campaigns
Research shows that using someone’s first name can be a powerful way to grab attention. Your readers will feel more connected to you if they see your ad copy.
Dynamic keyword insertion is a great option. It adjusts copy and images according to user behavior.
2. Incorporate videos into your ad campaigns
According to reports, people retain video messages better than text messages (blogs). This finding can be leveraged by including more videos into your niche’s paid advertising campaigns.
To get great results, you don’t have to make 15-minute videos. A 2-minute video can grab attention.
Retargeting is a way to increase conversion rates if your targeting efforts have been successful.
You can offer gentle nudges via retargeting on platforms such as Shopify and Facebook.
Retargeting users who have purchased from you previously but are no longer on your radar can be done.
Commonly Asked Questions about Niche Paid Media Campaigns
Are Niche Paid Campaigns More Expensive?
Pay-per-click niche ads are less expensive than traditional ad campaign. They may actually be less expensive because you are advertising to a smaller audience.
How can niche campaigns be more effective?
Influencer marketing can help you make niche paid ads more successful by using intent-based keywords and thorough market research. You can also monitor and improve the performance of your campaigns and continuously monitor them.
How do I incorporate pain points in paid media campaigns?
To understand the needs and pain points of your target users, create a buyer persona. To gain more information on customer pain points, you can use surveys, track online activity or simply ask users about their main concerns.
How can you retarget users in niche paid media campaigns?
Retarget users who have previously used online tools such as Shopify, Instagram, and Facebook to create new ads. To retarget customers who have browsed your products, added them to their carts but did not complete the transaction, you can use the “abandoned credit recovery” feature.
Niche Paid Media Conclusion
Niche paid media campaigns can be more cost-effective if they are targeted properly.
Simple strategies such as the ones above can help you reach your target audience, convert more people, and stand out among the rest.
You can find hundreds of resources on creating paid ads campaigns, and you can also reach out to me for personal help.
What niche paid media campaign strategy are you going to use today?
By: Neil Patel
Title: How to Create Stellar Niche Paid Ad Campaigns
Sourced From: neilpatel.com/blog/niche-paid-ads/
Published Date: Mon, 20 Sep 2021 18:00:00 +0000