Music site Jango claims to have created a vertical advertising model that is the largest in the world to serve the music vertical niche. That makes me wonder if vertical pay per clickadvertising has arrived and if so will it survive?
While Google has met with some moderate success in vertical search, I’ve seen a rise in vertical search engines, search engines that serve a particular niche, and along with that an associated rise in vertical pay per click advertising models. Sites like Indeed and SimplyHired serve the job market vertical. In 2007, PPC company MIVA introduced its own vertical service.
Vertical search and vertical PPC seem to be driven by specialty niches that attract advertisers who want to narrow their targeting. It makes sense. As the Googles and Yahoos get broader in scope there is a bigger need to get narrow, especially for large advertisers who are trying to reach as specific target market. Verticals help them do that.
I think the future of PPC is in the vertical market and I think we’ll soon see a rise in the number of vertical pay per click providers entering the market. For advertisers, that will mean the ability to reach more of the right people for less money.
