The Challenge with Niche Category Terms

Most people aren’t searching for “customer retention loyalty marketing software” in Google and finding you…

There is a stigma in the Google Ads world right now about how people only want to focus on bottom-of-funnel (category) terms.

But you see, for most people, I wouldn't recommend it…

Why Bottom-of-Funnel Terms Aren’t Ideal

Here’s why:

1. Low Traffic and Expensive Clicks: These terms are super niche, which will drive low traffic and expensive clicks.
2. Unrelated Competitors: Companies that aren’t your competitors but have large ad budgets may sneak into the search results.
3. Aggressive Bidding Dilemma: You’ll end up getting eaten up in the search and falling into the bottom 3 ad spots if you don’t bid aggressively, thus becoming irrelevant.

This is problematic because, for most accounts, people want to turn ads on and start seeing qualified leads come through…

But a very small number of people are searching for your category terms, and with the crazy amount of competition out there now, you'll likely see poor results while spending everything you have allocated for the day/week/month.

The Solution: Bid on Capability & Feature Terms

So what can be done to consistently get new interested prospects in your pipeline?

Bid on capability & feature terms…

Why Bid on Capability & Feature Terms?

1. Lower Costs and Less Competition: They are cheaper and have way less competition.
2. Limited Competitors: Most companies don’t bid on these, and generally speaking, you will only be competing with organic listings.
3. Early Funnel Engagement: You can capture your prospect’s attention earlier on in the marketing funnel so that selling to them later becomes easier.

How to Find These Terms

Conduct interviews with your product marketers, sales leaders, account executives, and customer success managers.

Learn what people like about your product or what they generally ask questions about in calls.

Crafting campaigns with these insights is how I construct evergreen Google Ads that consistently prime companies' pipelines with qualified and interested buyers every quarter.

Questions?

I have answers :)