Before we dive into the specifics, let's first define what it means by broad and niche campaigns. A broad campaign is one that targets a wide range of people, regardless of their relevance to your business. On the other hand, a niche campaign is one that specifically targets a niche audience, such as a specific industry or group of companies and decision makers.

So why is it important to consider the type of campaign you are running? Let's take a look at an example to better understand the impact of targeting the right audience.

Let's say your business offers a niche service that is only relevant to a select group of 50 companies in Sweden. This means that your target audience is limited to about 50 companies. If you were to run a broad campaign, your advertisements would be visible to a large number of people who are not relevant to your business at all. This would result in wasted resources and a low return on investment.

On the other hand, if you were to run a niche campaign targeting the decision makers of those 50 companies, you have a higher chance of reaching decision-makers who are more likely to be interested in your service. This targeted approach could lead to a higher conversion rate and a better return on investment in the long run.