Monthly Archives: August 2012

The More the Merrier – The Benefits of Multiple Local Numbers in Ads

A couple months ago DAC Group Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing by one of our clients that had added local numbers to ads that traditionally featured a single toll-free […]

DexOne and SuperMedia to Merge

Coming seemingly on the heels of AT&T’s directory business acquisition by YP Holdings, DexOne and SuperMedia today announced a company merger expected to be complete by the end of 2012.  The newly merged company will become known as DexMedia. It is expected that the media properties that each company owns (i.e. supermedia.com; dexknows.com; switchboard, etc) […]

Google’s Domain Crowding Problem

Search quality has undoubtedly been Google’s watchword over the past 18 months, as unprecedentedly prickly algorithm updates have sent shock-waves through the SEO community. As search marketers have squawked and scrambled to adjust, Google has firmly stood by its message of making the experience better for the user. Set against this backdrop, the problems that […]

IYP… What’s in it for Me?

In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (content rich, localized whenever possible, tracked properly with call tracking as well as analytics), IYP can provide tremendous value to advertisers. Many times I am asked: “Well, which one should I be in?” The answer is not as simple as one-and-done […]

The Value of IYP Clicks vs. Calls

In late January our office was visited by a couple representatives from a major Yellow Pages publisher.  They make these trips periodically to keep us up-to-date on new products and allow for face-to-face meetings to discuss client programs.  During their general presentation, they encouraged everyone to include call tracking lines on their Internet Yellow Pages […]

The problem with headlines…

…is the headline! In a world of instant gratification, spoiler alerts on news sites, spoiler headlines when you are trying to time-shift the Olympics, headlines can often lead us to believe that’s the end of the story. A good headline can lead us to believe that we know the ‘guts’ of a story, without reading […]

Life Events Drive Yellow Pages Usage

Print Yellow Pages are a unique medium in that they’re only used when consumers are looking to make a purchase.  There’s no other need to open that Yellow Pages directory other than to pick a business and make a purchase.  That means that Yellow Pages users are highly motivated and ready-to-buy.  While other media waste […]

Dynamic Location Insertion for AdWords

There are a gazillion reasons why it’s good practice to target your AdWords campaigns to the city or state level. Not only is it more affordable to target locally, but searchers (and in particular, mobile searchers) convert better when they see a search result that matches their immediate location. Most search engine marketing folk are […]