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yell used or not?

     
10:42 am on Mar 7, 2002 (gmt 0)

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I'm just sorting out my new add for yellow pages and the sales girl was pushing Yell.com "did you know that yell has been voted the best directory in Europe" new one on me.

Traffic around 30millon hits per month and supplies results to AJ again new to me, I did try to recreate a yell search on AJ but for the life of me couldn't get any results to match, but I know AJ does have some very funny ways when displaying results.

Has anyone paid the £239 pa fee to Yell, my own feeling is it not worth it

11:02 am on Mar 7, 2002 (gmt 0)

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I have a few clients who are on Yell, good listings. Also have a few with banners running.

>£239 pa fee

hehehehe, £2.39 is too much. imho

11:06 am on Mar 7, 2002 (gmt 0)

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We decided not to - the price is ridiculous IMO.

We have one customer who did, no sign of any traffic in his stats. 'Ask' traffic still remains at a trickle.

I can't imagine many circumstances where this would be better value than a bagful of extra inktomi pages.

I couldn't see any feed into AskJeeves either.

Anyone seeing anything different?

11:08 am on Mar 7, 2002 (gmt 0)

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What type of traffic do they get compared with the other mainstream SE’s?

Glad I'm not the only one that couldn't see a link from AJ to Yell, but the sales girl was adamant that AJ showing yell results

11:28 am on Mar 7, 2002 (gmt 0)

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Tigger,
a client of mine ran the full blown Yell advert listing,side banner, top banner the works(not on my advise).

32 clicks in the logs so in 5 months
i think the total invest was around £1800

His site traffic this month

03-01-2002 1095
03-02-2002 1528
03-03-2002 1733
03-04-2002 2423
03-05-2002 1811
03-06-2002 1643
03-07-2002 313

(unique visitors)
DaveN

11:34 am on Mar 7, 2002 (gmt 0)

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I'd echo what everyone else has said - simply, too much money.

BTW - i can't find that award on their site. What was the award they claim (I could be cheeky about it, but won't, on this occasion).

11:46 am on Mar 7, 2002 (gmt 0)

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Thanks for the feed back, I think I'll just stick with my Yellow pages add, mind you that’s bad enough at £800 p/a mind you full colour this year WOW
12:02 pm on Mar 7, 2002 (gmt 0)

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I did'nt realise the yell.com ad requires seperate payment to the standard Yellow Pages advert.

I've only ever used yell to find curry houses in my home town ... I never visit any sites from them just call up - I'm using it in exactly the same way as I would on the print version... just avoiding wear and tear on my thumbs.

My gut feeling is that most people use it the same way.

12:15 pm on Mar 7, 2002 (gmt 0)

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The Yell stuff on Ask is right at the top;

Where can I find a local directory listing for product, then you choose a country then a town?

12:34 pm on Mar 7, 2002 (gmt 0)

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NFFC are you sure,

I have just had a go and could not find my client listed.

DaveN

12:44 pm on Mar 7, 2002 (gmt 0)

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yep NFFC is correct try searching for something like double glazing, then click on the town, up comes the Yell listing but what hard work!
1:00 pm on Mar 7, 2002 (gmt 0)

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tigger,

true for double glazing.

but

Car Dealers is the beeb and virgincars

and a few others it seems ask is selective

1:14 pm on Mar 7, 2002 (gmt 0)

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Seems to depend on the phrase.

Dentist - gives NHS search options - no Yell
Doctor - ditto
Web Design - gives a list of agencies you can search.

Looks like they are doing different deals on different phrases.

Strangely, I don't feel a sudden urge to call Yell and give them money.

4:54 pm on Mar 7, 2002 (gmt 0)

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I was at a customer (hotel) this morning. Reviewing the stat's he saw that 72 of the last 5773 external referrers (1.25%) were from Yell. Judging from other sites, that seems quite high.

Maybe there's a place for Yell optimisation agencies? Maybe not.;)

Calum

4:59 pm on Mar 7, 2002 (gmt 0)

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Not high enough to pay £200+ per year for the listing
5:13 pm on Mar 7, 2002 (gmt 0)

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Yellow pages are OK but I would not bother with yell,Even yellow pages got to be careful which directories to target. what a lot of ppc you could buy for a yellow pages ad.

I have a site with ask in the where can I find. Great UK specific traffic.

8:42 pm on Oct 18, 2002 (gmt 0)

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I work at yell in the disputes department. So you must understand I cant make to many comments about the company. What’s been said so far seems to be mostly true. The sales reps turn up to sell yellow pages ads and then talk people into buying something on yell.com. I have to say that yell can work for some business types. But you really got to ask yourself how much traffic are you going to get for a £239 link ad on yell.com. Save your money and spend it on a ppc campaign that works

Yell search is based on classifications like the paper yellow pages directory and also on the geographical location. Eg if I asked for a plumber in Reading all the Plumbers based in reading who have paid for a listing will be displayed. They also have free listing the same as the paper directory but they always appear below paid advertisers and do not have a link attached to the listing.

11:30 pm on Oct 18, 2002 (gmt 0)

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We decided to order a Weblink on the yell.com Website, in addition to our usual yellow pages advert. The cost of the Weblink was £289+vat (£339.57) The link went live late August. Between that date and the begining of October our Website received just 8 visitors from the link (2 of which were me checking that it was working). If you project these figures out to estimate the visitors for a complete year it works out at 96, divide the total cost of the advert by the number of visitors and the cost per visitor equals £3.54.
The sales person, said the section that our link was in received over 5500 visitors per month and we could realistically expect 5% (275) of these to click on our link. 275x12 = 3300 per year, working out at £0.10 per visitor.
The actual figures and the ones quoted by the sales person are vastly different, but now he denies ever quoting figures, he's lying! I'm refusing to pay and have passed it over to my solicitor, I would advise anyone to stay well clear.
11:57 pm on Oct 18, 2002 (gmt 0)

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You should think about specialized yellow pages: party yellow pages, various different culture yellow pages, sports yellow pages...

All have specialized yellow pages, and some of the online ones, generate some decent buisness. Sometimes not in terms of clicks, but in terms of phone calls and sales.

9:15 am on Oct 22, 2002 (gmt 0)

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Hi

Interesting thread.

I recall that they had a big advertising push about 9 months back. Dont search, just Yell or something similarily cheesy.

Id guess that advertiser site log files would show a rise in traffic during the period of the ad campaign and a fall off once people had forgotten about it.

Yell.com is a nice functional useful tool but thats about it. (imho)

gethan remarked that;

I've only ever used yell to find curry houses in my home town ... I never visit any sites from them just call up - I'm using it in exactly the same way as I would on the print version... just avoiding wear and tear on my thumbs

For me herein lies Yells problem. It is too closely equated with the yellow pages paper model.

In the case of say needing a plumber in hertforshire i get

**, ******* Road
Stevenage Hertfordshire *** ***
Tel: *********

Web Site

Map/Directions

Save this

• Mob: ******* Day/Emerg.• Domestic Plumbing & Heating• Corgi Reg + AIP RP Qualified• Bathrooms/Showers/Drainage• Boilers/Breakdown/Installation• Special Needs Conversions

In this scenario I need a plumber! I see a telephone number and ring it! "hello there can you unblock my sink?"

if (Answer == 'NO'){

Go to next one
}
else{
Great, when can you do it?
}

If I were Yell, id force people to click the advertisers website, or at least institute some telephonic click reporting system that measured this or some other reporting model.

Yell may be a good thing, people may well see increased enquiries by using them. But under their current model this may not always be accurately reflected in the advertisers logfiles.

For me, paid web advertising must and should be able to demonstrate clear evidence of being able to deliver a ROI. If it cant then its practically useless.

For big £ rich directories there shouldnt be any excuses.

3:35 pm on Oct 27, 2002 (gmt 0)

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We too subscribe to Yell and it seems work okay in our business. £289 per annum for 2 catagories of listings. We've arrived at this conclusion by actually asking our enquirers when they call us - not too professional!
My guess is that for us, Yell is probably second to Google for web-generated traffic.
I see an ealier contributor to this thread knew exactly how many referrals they had.
Can anyone advise me of a cheap idiot-proof way of tracking that traffic more accurately? We currently can only access our last 100 logs by url-number which involves checking them via arin etc. I'm sure there must be an easier way.
3:54 pm on Oct 27, 2002 (gmt 0)

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I'm glad someone is getting something out of yell, you can use quite a few free tracking programs most ask that you display a banner on the bottom of the page, I'll send you a sticky with one I've used in the past
12:20 pm on Nov 6, 2002 (gmt 0)

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What amazes me is how Yell still managed a successful float on the stock market!

Doesn't anyone ever ask us? Last time I put out a press release about "stupid internet marketing ideas" was with "boo" (as was) trying to market their site in flash.

The city will never learn, because they never ask.

Dixon.

10:15 am on Nov 8, 2002 (gmt 0)

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Hi

Yell claim "Traffic around 30millon hits per month"!

What does this really mean? It is deceptive as many people will assume hits mean visitors.... and in this case I don't believe that is so.

We get similar companies claiming '000's of hits per day, but a quick look on alexa (for all its faults) shows they must be telling porkies.

A good test is to select a site (on theme with yours) and with a high profile on a directory and check the alexa ranking. If the ranking is 1 million + then the site is not getting much traffic from anywhere... including the directory it is on!

6:30 pm on Nov 8, 2002 (gmt 0)

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I count something approaching 30 images on the front page. Each of these will count as a "hit". This means that they probably have more in the region of 1M page impressions per month. Assuming the internet average of 2.5 pages per visitor session (is that still accurate?), that means they may actually get around 400,000 visitors, which is around 13,000 visitors per day.

All guesstimation of course ;)

9:04 pm on Nov 17, 2002 (gmt 0)

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Last time I was given information, Yell was getting around 1.1 million unique visits a month.
12:34 am on Nov 18, 2002 (gmt 0)

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But what does 1.1M unique visits mean? Is that 1.1M page requests, user sessions, unique users? Does that number include search engine and other spiders?

1.1M would tally with my guess for the number of page impressions, based on 30M 'hits'.