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How Not To Use Yellow Pages For Online Advertising

November 19th, 2007
2 Comments


It’s Turkey week so I won’t be too active, but in honor of the holiday I thought I would point you towards this turkey of a marketing move. My friend Tim from ConvertOffline has found an instance where DexKnows is using Google’s content network to target an ad for a dentist in Henderson, NV.  The problem with this is that the ad is showing up in very untargeted places like a discussion forum about web design.  The likelihood that someone who clicks on this ad will actually be looking to hire a dentist is low.

The lesson as Tim points out is to make sure you ask your Yellow Pages rep where your ads are going to run before you buy the ads.


Tags: DexKnows · Yellow Pages

2 responses so far ↓

  • 1 Malcolm Lewis // Nov 21, 2007 at 8:13 am

    Perhaps a more specific question for local advertisers to to ask would be: Are you distributing my ad search networks only (eg Google Search Network), or also on contextual ad networks (eg Google Content Network).

    Most local advertisers don’t understand that there are two types of ad network. As you point out, contextual ad networks give your ad more exposure (PVs), but CTRs are likely to be much lower.

    There’s a good discussion of the pros and cons of each network here: http://forums.searchenginewatch.com/showthread.php?t=14570

  • 2 Andrew Shotland // Nov 21, 2007 at 9:28 am

    That is the more specific question indeed Malcolm.

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