Interesting, thanks Ian.
Here's the story:
|Yell.com, the best place in the UK to find a business, shop or service online, today announces significant enhancements to its advertising product portfolio with the addition of pay per click (PPC) and enhanced banner advertising. Targeted at national brands and offering advertisers more flexibility and control, Yell.com can now complement and support all online advertising campaigns, regardless of their budget, size and length. |
Yell.comís PPC adverts are embedded into the main body of the search results page, providing users with relevant options in an uncluttered style. PPC advertising will only appear when a user searches for a keyword or business across a broad or non-specific location e.g. car insurance in the UK. Searches for companies in specific local areas, e.g. toy shops in Taunton, continue to return relevant local results. This means that national PPC advertising is fully complementary to the existing local and regional advertising on Yell.com which uses an annual placement model.
And Mirago are supplying the technology...which must be good for them.
|And Mirago are supplying the technology...which must be good for them. |
Not only good for them but good for the advertisers and for Yell too.
Mirago have at least got proven technology in the PPC field, which means that the platform ought to be reasonably stable from the start. Also Mirago have the background to combat some of the other problems of running a PPC engine.
This launched over a month ago (without a fanfare - I heard about it 'through the grapevine'), and the reason I didn't point it out is that it's really badly thought out. Yell don't want it to conflict with their 'enhanced listings' so they only show the PPC adverts on national searches (or with a small degree of geo-targeting in some very specific instances).
20p+ for a click that is likely to be for a whole business classification rather than the more specific queries that are made on general search engines, no thanks.
I should say that we run an IYP site in the UK and cover 1840 business classifications, we looked at the service very closely and decided against advertising as better PPC options are available.
Bearing in mind that Yell is associated with local results, the only companies that I can see getting a return from this are the franchise networks.
FYI - the official launch was 26 March 2007
As a user I find Yell is poor at giving me the search results I'm looking for.
Yell.com listings are expensive & Yellow pages advertising is extortionate. I've been considering dropping both.
This may be a good way of keeping some exposure to Yell users/readers.
I think a lot of it depends on your market segment, high value services to a consumer market place (e.g. landscape gardening) tend to do very well out of Yellow Pages, where as low value ecom items will do nothing from Yellow Pages.
All online advertising avenues need to be explored and tested in your own market segment, to see whether they are viable.
We have been running a campaign for the last month or so. Seeing very low CTR and very low volume but it is only one campaign. We are yet to try it out with other clients.
Conversions are great though (for the moment at least)
|Emma from Yell|
Hi! I'm writing from Yell.com where I look after the PR. I'm glad to hear that "running scared" is finding the conversion rate from his Yell.com advertising good - this is the feedback we are getting from the initial advertisers on the PPC service.
I just wanted to share some of the thinking behind the minimum click rate on the PPC site, and explain exactly how it works, so forgive the intrusion.
Companies signing up to the Yell.com PPC advertising can buy keywords for a minimum 20p bid - but the PPC advertising is only for companies serving the whole of the UK. This is because a majority of Yell.com advertisers are regional advertisers, and we don't want our PPC advertising to detract from our core based of annual or pay as you go regional advertising.
PPC advertising on Yell.com is attractive to national companies because it does offer qualified leads - our stats show that 58% of Yell.com visitors go on to contact the advertiser, and of those who make the contact 53% go on to make a purchase. (Stats from 2005-2006, Saville-Rossiter Base).
Thanks for your interest and I hope you continue to find Yell.com useful.
[edited by: IanTurner at 4:15 pm (utc) on April 20, 2007]
[edit reason] minor wording change [/edit]