Blog Post
4 Reasons to Invest Part of Your PPC Ad Budget on Vertical Site Searches
- By Cheryl Kenny
- •
- 14 Feb, 2017
PPC Vertical Search advertising can be a hidden gem for advertisers. And it’s growing in prominence and impact as the Internet moves to paid placement.
Vertical Search sites are singularly focused information portals such as Kayak, Yelp, MyInsurance, Amazon, etc. These sites are not new. However they are unlocking new value for advertisers through PPC offerings. Benefits include:
1. The customer base has high purchase consideration intent
2. The amount of data you can identify and engage with a very focused target audience
3. You can deliver messaging matching what the consumer is searching for at the moment
4. Ad pricing with some sites can be on a PPC basis, which is an alternative to impression pricing from sites such as those operated by media publishers.
A growing portion of your customers have moved away from traditional sources of expertise and turned to the web as a vehicle of verification. They trust peers more and look to the recommendations, reviews, and experiences of fellow shoppers to establish trust in a brand.
Advertisers may see more mobile impressions and a lower CTR on Search, Shopping, and Local Ads. Organic search may be deprecated. Google MyBusiness co-location with ads becomes more important.
It’s safe to say that COVID-19 has changed the way we live our daily lives, for now. It’s also changed our perception of risk and vulnerability. And it’s certainly changed the way we and your customers shop.
Many people say their perception of a company changes when they notice that there are grammar mistakes on their digital products, according to recent research from Tidio.
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