Vertically Adjusting Your PPC Campaigns
As the pay per click (PPC) advertising landscape becomes increasingly
multifaceted, it's important for affiliate marketers to capitalize on emerging
trends. Among the trends already starting to impact how affiliate marketers run
online ad campaigns is vertical pay per click. An increasing number of PPC
engines have divided their networks by "vertical" or business category. This
development enables advertisers to tap in to more targeted traffic focused on
their particular sector.
When developing a vertical advertising strategy, there are a few tips to bear
in mind. Simply picking up a campaign from a network with a "broad" focus and
moving it to a vertical network won't yield the best results, as different
networks have unique traffic patterns, bid landscapes and searcher behaviors.
Here are three tips for vertical PPC success:
higher-volume, lower-cost traffic, while vertical networks have
lower-volume, higher-value traffic. Keep this in mind when developing your
bidding strategy, as you may have to increase PPC budgets to secure these
higher-value vertical leads.
should be optimized based on the vertical network's traffic trends and
top-performing keywords. For example, many vertical networks receive the
highest volumes of traffic (with the best conversion rates) on a very finite
number of search terms. Including these terms in your keyword portfolio, ad
copy and on relevant landing pages will help to increase conversions.
industry-specific expertise. C lose working relationships can give affiliate
marketers access to a wealth of valuable information on the traffic trends,
bid landscapes, top-converting keywords, etc. Vertical networks can also
provide affiliates with industry-specific insights they otherwise might not
have had exposure to, such as policies or business regulations established
by the industry or parent company.
Overall, using a vertical strategy can provide better targeting and increased
control over ad distribution. This can help increase conversions from PPC
campaigns and ultimately boost online adverting ROI.
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