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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:

  • Adjust Bidding Strategies: Generally, broad ad networks have

    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.

     

  • Revise Ad Copy and Landing Pages : Ad copy and landing pages

    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.

     

  • Leverage Vertical Expertise: Take advantage of vertical networks'

    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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