The following section sheds some light on the variety of models within the vertical search space. Unlike the mass market and general search engine CPC model, individual niches are experimenting with a broad array of programs:
CPC:
“Cost Per Click.” This is the most common format and was popularized by Google. An advertiser pays only for each time that a user clicks on its ad. In actuality, the advertiser receives “free” awareness if the ad is not clicked, and lively discussions are taking place to quantify the value
of “preclick” impressions. The ugly flip side to CPC is the very real issue of click fraud: About 10% to 20% of all clicks are fraudulent in nature. New companies like Adbrite have found success with flat-fee formats rather than click-through methods.
CPM/CPI/CPV:
“Cost Per Thousand,” “Cost Per Impression” or “Cost Per View.” This model is the standardized, traditional method of online advertising and is emerging as an option in vertical search environments. If you generate more leads from your website you can go for search engine optimization services
Flat Fee/Fixed Fee:
This seems to be the most popular early ad model for most of the vertical search engines. Often it is not just a keyword that is bought, but a comprehensive package: a bucket of keywords, listings in product areas, affiliate network membership and search engine optimization services. We see this trend continuing as the vertical world builds its user base, and as marketers learn
the craft of vertical search marketing.
Web Order Entry/Self-Service:
Many vertical search engines sell their advertising programs through an engaged professional sales force. However, a good number are inserting a commerce based system whereby
marketers can buy, monitor and revise their ad campaigns themselves simply by entering
their credit card information through a self-service, password-protected interface.
Conclusion:
For publisher need to more traffic on their site using SEO techniques in order to revenue increase. Most publishers are well regarded for their comprehensive directories of an industry’s
suppliers. We believe that few publishers have moved this content into a search engine, and that it remains in directory format. Those who do move their content into a search engine will have a competitive advantage in the marketplace, both with users and advertisers. Product guides
can also house white papers, video based product demos and abstracts.
CPC:
“Cost Per Click.” This is the most common format and was popularized by Google. An advertiser pays only for each time that a user clicks on its ad. In actuality, the advertiser receives “free” awareness if the ad is not clicked, and lively discussions are taking place to quantify the value
of “preclick” impressions. The ugly flip side to CPC is the very real issue of click fraud: About 10% to 20% of all clicks are fraudulent in nature. New companies like Adbrite have found success with flat-fee formats rather than click-through methods.
CPM/CPI/CPV:
“Cost Per Thousand,” “Cost Per Impression” or “Cost Per View.” This model is the standardized, traditional method of online advertising and is emerging as an option in vertical search environments. If you generate more leads from your website you can go for search engine optimization services
Flat Fee/Fixed Fee:
This seems to be the most popular early ad model for most of the vertical search engines. Often it is not just a keyword that is bought, but a comprehensive package: a bucket of keywords, listings in product areas, affiliate network membership and search engine optimization services. We see this trend continuing as the vertical world builds its user base, and as marketers learn
the craft of vertical search marketing.
Web Order Entry/Self-Service:
Many vertical search engines sell their advertising programs through an engaged professional sales force. However, a good number are inserting a commerce based system whereby
marketers can buy, monitor and revise their ad campaigns themselves simply by entering
their credit card information through a self-service, password-protected interface.
Conclusion:
For publisher need to more traffic on their site using SEO techniques in order to revenue increase. Most publishers are well regarded for their comprehensive directories of an industry’s
suppliers. We believe that few publishers have moved this content into a search engine, and that it remains in directory format. Those who do move their content into a search engine will have a competitive advantage in the marketplace, both with users and advertisers. Product guides
can also house white papers, video based product demos and abstracts.
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