The buyer in vertical search marketing 2
Vertical search engines unite the motivations of the ad space buyer (to be exposed to a targeted audience) with those of the user (to be able to search across an entire vertical market). In achieving these goals, it allows users to collaborate in reviewing search results, and buyers to collaborate in attaining better ranking in universal search engine like Google, and thus lowering their cost of online ad spend. “Vertical search engines providers will play an important role in the paid search market in the next five years,” said Zia Wigder, vice president and research director at JupiterResearch, a division of JupiterMedia. “Search marketers must establish a robust management strategy and an efficient testing and inclusion process to profit from this growth.”
