Myth: "Niche your angle down as tight as possible"

Myth: "Niche your angle down as tight as possible"

The "riches in niches" crowd takes this too far on cold native traffic.

Tight niche works when you already have warm intent. On cold native (someone reading a celeb article), a razor-tight "keto for women over 50 with thyroid issues" angle shrinks your addressable pool to nothing and your CPMs spike.

— On cold/discovery traffic, open the top of funnel: a broad relatable pain ("belly that won't budge") pulls volume.
— Then niche on the lander, not the ad. Segment after the click, not before.

Niching the ad on cold traffic is bringing a sniper to a crowd you haven't found yet. Cast wide up top, qualify down the funnel. Match targeting tightness to traffic temperature.

Go test it.