A question many business marketers ask me is: Should I advertise in the online yellow pages sites? And what budget should I allocate?
Online Yellow Page directory sites such as Superpages.com, Yellowpages.com, CitySearch.com, Yelp.com, and YellowBook.com accounted for approximately 1/3 of all local search traffic in 2008. Since then Google, who has approx. 77% of all internet searches, has made big changes to the way it displays local search results. This change to the “10-Pack” of listings, Google Local Business Listings or LBL results, has made a huge dent into the overall traffic to IYP sites. So considering that IYP sites account for less than 30% of overall local search traffic, why would you give an IYP company more than 30% of your online advertising budget?
My answer to the question of How much money should I allocate to sites like Superpages.com and Yellow Pages.com for my internet advertising budget would be no more than 30% divided up according to ComScore data.
Now the next question: Which online yellow pages sites should get the larger share of my local search budget? In my professional opinion it is best to see which sites have a higher ranking under your targeted keywords. For instance, Let’s say you have a local Dallas Divorce Attorney website, if you conduct a search on Google for “Dallas Divorce Attorney” you will see FindLaw as the only directory in the first page results on Google. I would advise this client to list with FindLaw to be listed on this: http://lawyers.findlaw.com/lawyer/firm/Divorce/Dallas/Texas page result. You always want to be listed where the traffic is going to from the major search engines like Google and Yahoo, and the other even more significant reason to be listed is that it will help your SEO efforts. Your ranking on Google is dependent upon being linked to from other popular results. You want to create an authority with Google and you cannot become an authority without links that build this authority. Who is the authority on Google for “Dallas Divorce Attorney”? Google ranks your website based on authority.
If you online budget for pay per click is $2,000.00 per month, I would allocate around $400-$600 per month to the online Yellow Pages sites. A suggested budget allocation would be as follows:
$250 to Superpages.com
$250 to Yellowpages.com
$100 to other high Google ranking IYP’s for your keyword search phrases
To achieve high organic web page rankings on Google you must first understand that SEO or Search Engine Optimization is 40% your website keywords, articles, and content and 60% depends on links, social media, and overall off-page authority of your website. Local IYP sites are great tools to build authority. Most local directory sites offer a “FREE Listing” or profile page that you can “optimize”. This profile or listing is very important to your organic rankings. A large percentage of the traffic to local search sites is from people looking for “white pages” type information. It is very important to take this into account and avoid paying a premium for leads and traffic from existing clients who are looking for your business contact information. This is easily accomplished with Google AdWords with bid management strategies. I have seen IYP sites charge clients for business name searches the same fees it charges for new client leads (around $2.50 per click or more).
You Don’t Want Traffic, You Don’t Even Really Want Clicks……. YOU WANT CONVERSIONS!
CONVERSIONS = CONVERSATIONS
If your Google Adwords Reseller is only giving you Clicks and Call Reports without discussing your website converting visitors into conversations, it is time for you to stop giving them money for HORRIBLE advice, or lack thereof.
As far a concerns about click fraud, I would not participate in ANY online marketing without detailed analytics. One of my former managers at Idearc Media once told me years ago that “treatment without diagnosis is malpractice” and I have been telling my clients for years that you can’t manage what you can’t measure (“management without measurement” is an Internet Marketing malpractice“.)
Be cautious of a company that offers a bid system on top of Google’s perfected bid system. It is not as challenging to manage PPC ads as many Google resellers and PPC lead companies may lead you to think. Paying for phone calls has always been the most effective means of tracking ROI to advertising. Phone calls is only a measurement of ROI, not a very good measurement of what is going on with your potential clients thoughts and whether they saw your ad, read your message, and felt about your website. The combination of Google Analytics, Google AdWords, Landing Page creation, Ad Testing, and Google Voice is an extremely strong offer to local small and medium-sized businesses.
You Know Your PPC Company is Doing It All Wrong When They Charge You The Same Fee Per Click for Traffic Regardless of Conversions & Quality!
My agency offers affordable PPC management for a flat fee with no contract.
Why buy the cow when the milk is free? If you want to buy the cow…….. I can “sell” Daisy to you as well!
No agency should own the PPC work that you pay for… that includes the ReachLocal and Yellow Pages companies.
Give me a call! 214-267-9553.
I look forward to serving your Dallas Search Engine Marketing needs soon!