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The Yellow Pages are Dead, Really? Well Maybe…

I have heard this more than once from clients – they have stopped or cut way back their Yellow Page advertising to fund focusing on web advertising or web placement.

When I managed a paint and wallpaper store years ago, it was not uncommon for us to spend over $5,000 each month for Yellow Page advertising. If you weren’t there (in the Yellow Pages), customers just did not find you. The $5,000 we spent (on Yellow Page advertising) was probably even on the low side. The web has changed all that. Now, the mantra is if you’re not on Google, customers just do not find you. Well, they can find you with sponsored search, but that in itself has truly changed how many firms choose to promote their businesses.

In fact, I was just searching for information and professional services today, and when I did use the yellow pages online, the results were so lame that I went back to Google for more research and review. I did find resources via the pay per click ads, but I started with the organic results rapidly scanning the descriptions for my top phrases, then used search and find to find my phrase in the actual document. Did I pick up the Yellow Page book from my cabinet – NO I was totally online.

I am just one of thousands of searchers using the same techniques. So, is it still viable and beneficial to advertise in the local Yellow Pages. I think that it depends on what you are providing and selling.

I look for beauty salons in the Yellow Page print version and not on the web as I want just local results. When local search results get better on all the search engines, I may fore go the print Yellow Pages all together. How about you? When do you use the print Yellow Page and when do you use online searching?

I think you will find yourself to be like me, for search and to find out of area resources I use Google.com. For local businesses, like hair salons, I like to see the print ads  in the print Yellow Pages and gravitate to the larger ones, bypassing the small ads. I typically do not search the local online search engines for purely local business results. As local search results get better this is sure to change which will nail the coffin lid on the Yellow Pages for sure.

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Google Drops Pay Per Action Program

On the Google AdWords blog this past week, Google announced that it was dropping its pay per action program.  If you never used pay per action, here it is in a nutshell.

With pay per action, you decide what you will pay, amount and action – you cannot do an action for a sale if you do not have access to your shopping cart code. Then publishers can pick up your code to show ads on their sites and can get paid when the action happens.

I found from using the program for a client, that pay per action was just not embraced by the publishing network. If you were only offering under 1 dollar or so for the action, publishers did not pick you up. Publisher came and went and so the ads were on and off again.

Although it sounded like a good idea, publishers really want to be paid for clicks as it simply was easier money.

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Web Presence on a Budget

Websites are expensive, really expensive if you are selling something, and just plain expensive for a great optimized site. So how do you get out there if you are just starting up or just want a web presence on a budget?

Here are a few options worth considering for a budget web presence:

  • Consider a website using a template design. There are some website templates that you can buy that don’t look half bad, just don’t expect things like that to get you fabulous organic placement. Be realistic, use them as a stepping stone allowing you to walk before you run. When you can invest in a better website, but use inexpensive options to get out there. We have a program called Quick Launch that is our version of an inexpensive website. For $600 you get 5 pages with a degree of customization and the content you want.

 

  • Consider using a blog as your first website. With a myriad of blog templates and WordPress you can even create section pages. This is a simple easy way to start a web presence for under $150. This even includes an expert setting up your blog on your selected hosting server.  Creating the content and customization will be up to you, but that is a super bargain to get your feet wet on the Web.