Ecommerce merchants often overlook a powerful advertising channel: vertical search engines. This episode highlights how advertising on specialized platforms can yield significantly higher ROI and more qualified leads than traditional PPC campaigns on broad search engines, by targeting users further down the purchase funnel with less competition and lower costs.
Key takeaways
Actively seek out and evaluate niche vertical search platforms relevant to your products or services, beyond general search engines like Google and Bing.
Develop highly tailored PPC campaigns for vertical search engines, utilizing specific keywords and ad copy that directly address the specialized interests of that platform's audience.
Prioritize creating dedicated, conversion-optimized landing pages that flawlessly align with the user's specific search query on the vertical platform.
Monitor and optimize vertical PPC campaign performance by closely tracking metrics like CTR, conversion rates, and overall ROI to maximize efficiency and profitability.
Recognize that users on vertical search engines are often further along in their purchase journey, leading to higher conversion rates and potentially lower Cost Per Acquisition (CPA) compared to broad search platforms.
ALTMany ecommerce merchants run pay-per-click ad campaigns on the major search engines. But Jason Prescott, CEO of Toptenwholesale.com, argues that merchants can obtain a higher return-on-investment by advertising on specialized virtual search engines. He discuss this with Practical Ecommerce’s Kerry Murdock.
Frequently asked about this episode
What does this episode say about conversion rate optimization?
Actively seek out and evaluate niche vertical search platforms relevant to your products or services, beyond general search engines like Google and Bing.
What does this episode say about niche marketing?
Develop highly tailored PPC campaigns for vertical search engines, utilizing specific keywords and ad copy that directly address the specialized interests of that platform's audience.
What does this episode say about paid acquisition?
Prioritize creating dedicated, conversion-optimized landing pages that flawlessly align with the user's specific search query on the vertical platform.
What does this episode say about conversion rate optimization?
Monitor and optimize vertical PPC campaign performance by closely tracking metrics like CTR, conversion rates, and overall ROI to maximize efficiency and profitability.
What does this episode say about conversion rate optimization?
Recognize that users on vertical search engines are often further along in their purchase journey, leading to higher conversion rates and potentially lower Cost Per Acquisition (CPA) compared to broad search platforms.
