how to target AdWords ads for a broad domain in a local market/region?

Local Ads targeting in a broadly targeted Market/Area

[akank]

Hi experts :),
I am struggling with my recent country specified adwords targeting project. The domain is really broad and my main term or product/service offering clashes with other major service providers who are actually not my competitors. My offering is more specific in nature but the term or keyword unlikely trigger broad search queries (totally irrelevant)...

I am almost not able to know what exactly the target audiences are searching for? The target market is very big and my offering clashes with many big players but I am defining here completely new stream having 1 or 2 similarities with others...

Please guys help me here out.... How I may target my ads? What keywords or specifically how to find them?
If I use Long Tail Variations including the specific terms which match type is better?

And as per my target market research people are actually unaware of my kind of offerings.... how can I make them aware? how adwords ad can help me here? How to reach them who are actually searching for me via google adwords ads and how?

[inbound]

If people do not know about what you offer then AdWords isn't the right way to attract visitors.

You need to have an established product or service that is already searched for to realistically make a return with ppc ads. Having said that, there are circumstances where you can piggy back on similar services or on searches that are not for your service but define the type of person who would want your offering.

An example:

If you have a product that's new and is used with an existing product to make it better then there's a chance you could promote the idea of your product to those searching for the existing product. "widget gloves" (let's say you normally can't use a widget with gloves on but you invent gloves that work) could be marketed in the winter on "widget" searches by promoting the benefit of keeping your hands warm whilst using the widget - people would be interested even though they didn't previously know about them as they are clearly widget users from the search they did.

If there's nothing close to do this with then you have a chicken and egg situation - you won't get an idea of the terms to use until you get traffic...

[akank]

Great Reply! Thanks

[instand1]

Any widget is used to solve a problem. People may not search for a widget, unless they know that it solves their problem. They want a whole in the wall, not a drill. Many persons type in the problem rather than the solution. Which problems can be solved by your new widget? Which can be solved better than by other (traditional) widgets?

[minnapple]

I have been the same situation, you negative keyword campaign until there is next to no traffic.

Broad match modifier helps, but still does not generate significant traffic.

I have tried display ads, not much luck there.

Still searching for a solution for these types of service/product clients.

The is a book about called [selling the invisible] that my wife told me about, it is on my short reading list.