Ever launched a shiny new Google AdWords campaign for your fresh-out-the-oven product, loaded it with all your carefully chosen keywords, and then woke up the next day to a dreaded ‘low search volume’ status? 😩
It feels like throwing a party where the guests just won’t show up!

Don’t feel alone – it’s not out of the ordinary at all! It’s simply that people don’t search for what they don’t even know exists yet.

And hey, don’t sell your keyword short just because it’s not the popular kid in town right now.

Sure, those ‘low search volume’ warnings can test our patience, especially when they relate to a brand that’s as unique as yours.

But here’s the secret sauce: workarounds do exist. You may need to finesse your aim to target the right audience rather than casting a wider net. 

The secret is to remember that bigger is not always better! While while high-volume keywords are a guarantee of high traffic, they also means more competition and by default, are more expensive. This means that every aspect of your campaign must be precisely calibrated to stay on top.

These high costs can quickly eat up your budget with sometimes no guarantee of conversions. This is especially true for younger brands competing in industries where global giants are the first choice for consumers. However, there is a great opportunity for savvy smaller brands willing to go outside the beaten path. It’s in these keywords with a monthly search traffic of 250 searches or lower, i.e., Low Search Volume Keywords. 

Far from being worthless, these keywords allow you to take the top spot relatively easily and get some brand momentum in your favour, since they might be too small to be considered by bigger brands.

Remember, this is not a magic bullet that will revolutionize your business with thousands of new customers. However, what it does provide is much more stable: a rolling funnel that will attract a not insignificant number of customers and optimise your ads to perform better in the high-traffic keyword auctions.

With that said, here’s what you should keep in mind when you are creating a strategy based on these low volume keywords for your search ads campaigns.

Setting the right KPIs for a Low Search Volume Strategy

When tackling low search volume, it’s a good idea to focus on conversion rates as your KPI (key performance indicator) rather than clicks or impressions. Increasing conversions monthly can be just the thing to keep you satisfied while waiting for that keyword magic to happen. 

Another key aspect would be budget management. If you are on a shoestring budget google might cap your ads early to prevent overspending, sacrificing visibility. This will not only hurt your brand recognition and customer acquisition but also cost you more time for Google Ads to get past its learning phase and get an understanding of what kind of users best convert for you. A little extra dough could get you the visibility you’re craving. But start with lower spending earlier in the month so you don’t have to pull back later and hurt your conversions. 

Low search volume? Think Longer Term

If you had millions of prospects coming towards your web page, it wouldn’t hurt much to lose a couple. However, especially for younger companies running low-volume search campaigns, each possible user who could convert is indispensable.

This is why a low search volume campaign should be paired with a remarketing campaign which targets users who have visited your landing page or completed any such action in a defined period. Combine that with broader keywords, and you can boost sales by connecting with people who had either made a purchase in the past or just stopped by for a visit.

Clicks and conversions from these campaigns will be much cheaper than your main prospecting campaign as these people have already visited your website and are a relatively warmer lead making them more likely to respond to advertising from your brand and convert to paying customers.

Get Social to beat Low Search Volume 

Some brands get to play in the big leagues, choosing low-volume keywords even when they’re swimming in high-traffic industries. They’ve got the luxury of cherry-picking their audience, focusing on those sweet, niche-specific search terms that still pack a punch.

On the flip side, other brands don’t have the same luxury. They’re in super tight niches, where every click counts, and low-volume keywords are their bread and butter. For them, it’s all about squeezing every drop of value out of those less popular search terms to reach the right people.

For these brands, pair your PPC efforts with a strong content marketing strategy on social media and blogs. This will spread awareness about your niche and can drive the generation of search interest at the top of the funnel which you can then capture.

Don’t Forget About In-Market Audiences

When the right people search for your low-volume keywords, you want to seize the opportunity! Reach potential customers by researching and comparing similar products, keeping an eye on in-market audiences, and making bid adjustments to maximise conversions. 

With these strategies, you can maximize the impact of low search volume keywords, helping you drive sales and achieve growth, even in highly competitive markets or when working with limited resources.

TL’DR: 

• Create a buzz on social media.
• Make sure your ads are relevant to what your audience is searching for.
• Design a high-converting landing page.
• Leverage in market audiences.
• Don’t forget remarketing campaigns are your best friends.

Now it’s your turn! How will you optimize your campaigns and gain that much-needed audience?