Solved: Scaling Online Marine Navigation Sales with Untapped Keywords

Hi there,

Really happy to give you some initial thoughts and guidance based on your question. Sounds like you've built a solid base with your existing Google Ads efforts, but now you're looking to really ramp things up and snatch market share. I understand that you are willing to spend to win if you can see a clear path to ROI.

Let's get into it:

We'll need to look at broader keyword strategies...

You're currently focusing on very specific product searches, which is a good starting point. However, to really scale, you need to tap into a wider audience. Think about people who are interested in marine navigation in general, even if they're not actively searching for a specific product right now. They might be researching different systems, looking for advice, or comparing brands.

I remember one software client that was in a similar position. They were profitable but plateaued on Google Ads targeting specific product searches. We broadened their keywords to software as a whole, and it opened up a new audience that wasn't necessarily searching for a specific product but was actively looking for information and solutions, which we were able to capture.

Consider targeting broader, more generic keywords related to marine navigation, such as:
-> "marine gps systems"
-> "boat navigation equipment"
-> "chartplotters"
-> "marine electronics"
-> "coastal navigation"

This will increase your visibility to a larger audience, but it's important to manage your campaigns carefully. You'll need to use negative keywords to filter out irrelevant traffic and make sure your ad copy and landing pages are tailored to these broader search terms.

One pitfall I often see is not using negative keywords. For example, if someone searches for "cheap boat navigation" and you sell high-end systems, you don't want to waste money on that click. Add "cheap" and other similar terms to your negative keyword list. This ensures your ads are only shown to people who are genuinely interested in your products.

I'd say you probably should try Competitor Conquesting Campaigns...

Since you're looking to aggressively grab market share, a really effective tactic is to target your competitors directly. This is called "competitor conquesting." It involves bidding on your competitors' brand names and keywords. When someone searches for "Competitor X navigation system," your ad will appear alongside theirs.

This can be a powerful way to steal traffic and customers from your rivals. However, it's important to do it right. Your ad copy should highlight the advantages of your products compared to your competitors'. Your landing page should directly compare your systems and showcase why yours are superior. We've seen that it can work well in competitive markets, assuming the budget can stand it.

A word of warning: competitor conquesting can be expensive and requires careful monitoring. Your Quality Score (QS) may suffer because you're bidding on keywords that aren't directly related to your brand. Make sure you have good ad copy and landing pages to improve your QS and reduce your costs.

Another thing to consider: your competitors might retaliate and start bidding on your brand name. This can lead to a bidding war, which can drive up costs for everyone. It's important to weigh the potential benefits against the risks before launching a competitor conquesting campaign.

You probably should consider some offline channels too...

You mentioned that you're currently focused on online sales. However, don't underestimate the power of offline channels to support your online efforts. Consider sponsoring boating events or creating educational content for sailing clubs. This can raise your brand awareness and build trust with your target audience.

This is not always directly attributable, but it can have a halo effect on your online campaigns. For example, if someone sees your brand at a boating event, they might be more likely to click on your ads when they see them online. Or if someone reads your educational content, they might be more likely to trust your brand and consider your products.

Partnering with boating influencers could be another option. These are people with a large following in the boating community who can promote your products to their audience. You could offer them a commission on sales or simply pay them to review your systems.

You'll need an overview of my recommendations...

I've detailed my main recommendations for you below:

These are just a few initial thoughts, of course. The best strategy will depend on your specific circumstances and goals. I would suggest booking a free consultation so we can explore these ideas further and develop a tailored plan to help you achieve your growth objectives. I'm happy to help you more!

Regards,
Team @ Lukas Holschuh