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Online Advertising: Should I focus my advertising to a "more narrow / highly targeted audience" vs a "more broad / less targeted audience" to increase website sales?
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Shaun Nestor, Content Marketing Advisor & Agency Consultant answered:

A more niche site almost always converts better than a broad site.

A targeted site allows you to use specific language and terminology that will resonate with your audience. Trying to be all things to all people dilutes your message and ultimately cost you a considerable number of conversions.

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