I would have to say YES! Of course it’s important to know what type of content and ads the majority of your target market like, but by completely ignoring that small set of people you could be missing out on a great return, and who knows, you could be completely wrong about who actually comprise your target market. And that’s the great thing about Google and Yahoo…you make multiple ad groups and run different ads and target as many different people as your little PPC'ing heart desires.

For example, what if you never ran any ads or bid on terms in Spanish and then decided to do so. And then found this great untapped market where you can pay $.50 per click for terms that you normally pay $3 per click -- and you get an awesome conversion on those terms.

Or, what if you’ve geared your web site copy and PPC ads toward a younger crowd because you didn’t think that older adults knew how to use a computer—let alone shop online. What if you decided to give that older market a try? What if you made a few tweaks to your stuff accordingly and your conversion goes through the roof because the older people are the ones with all the cash to spend

These are just a few examples of how untapped markets can be a great win. So constantly be on the look out for new niches you can target and give it a shot. And remember that Thomas Edison didn’t invent the light bulb without experimenting first, so don’t forget to experiment, experiment, experiment!