Using Vertical Search Engines to Better Target Your Audience

[Kristijntje]

...the when, why and how of using vertical search engines to better target audiences.

The upside
Am I saying that vertical search engines have no role in search engine marketing? No. On the contrary, they can actually provide great opportunities to attract targeted audiences to your website. These engines can not only drive additional referrals to your site, but they can also potentially increase conversion rates because of the targeted audiences they deliver. However, keep in mind that the success of any such campaign depends on the industry and the search engine you choose. Verticals such as shopping, travel and employment may have high enough query volume and conversion rates to warrant incorporating their vertical engines into your search marketing campaign. But remember, it takes both effort and resources to market on any search engine, whether it's new or established. What matters most is making sure that your investment is yielding a sufficient return;...

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