How to succeed with vertical search
It is important to research the engine to ensure it actually targets your industry or niche. Ask about the size of the index (i.e., the number of product and service classifications). It is also important to test the site for ease of use. If you find it hard to use, chances are potential customers will, too.
Index size is a good indicator of success, as the larger the classification system, the more companies, products and services will be listed. User numbers are also higher with larger index sizes, making it more likely your ads will be seen.
You can find appropriate vertical engines for advertising your business in DMOZ, the Yahoo! Directory or NYPL.org. Once you develop a list of engines for your target audience, you can discuss your advertising options with an ad sales representative.
VSEs provide a variety of ad options, including PPC ads on the engine or the content network, cost-per-impression (fixed rate based on x-number of page views), cost-per-action (pay for conversions) and fixed fee (flat rate for specified actions). You can test the different options yourself or take the advice of a reputable VSE rep who can advise which options are best for your business.
Conclusion
There are many good paid search advertising opportunities on second-tier engines, content networks and vertical search engines. However, one must weigh the advantages and disadvantages in finding the best sources of alternate search traffic. Once you do your homework, the use of these ad vehicles can increase your marketing ROI with more visibility, lower keyword prices, less competition and more traffic and conversions.
Claudia Bruemmer is a freelance writer-editor and internet marketing consultant.
