Yell.com introduces pay per performance advertising products - 26 March 2007
Yell.com, the best place in the UK to find a business, shop or service online, today announces significant enhancements to its advertising product portfolio with the addition of pay per click (PPC) and enhanced banner advertising. Targeted at national brands and offering advertisers more flexibility and control, Yell.com can now complement and support all online advertising campaigns, regardless of their budget, size and length.Yell.com’s PPC adverts are embedded into the main body of the search results page, providing users with relevant options in an uncluttered style. PPC advertising will only appear when a user searches for a keyword or business across a broad or non-specific location e.g. car insurance in the UK. Searches for companies in specific local areas, e.g. toy shops in Taunton, continue to return relevant local results. This means that national PPC advertising is fully complementary to the existing local and regional advertising on Yell.com which uses an annual placement model.
Yell.com PPC advertising offers national advertisers a strong solution combining direct response and branding with high character limits and the option to include a logo. Advertising agencies will benefit from the introduction of a clear and attractive commission programme that offers 15 per cent commission on all Yell.com advertising.
Yell.com banner advertising means that companies can purchase highly targeted or wide reach display advertising on Yell.com to support particular campaigns or promotional activities that they are running.
The PPC advertising is not simply for large national brands - any company which services the whole of the UK, e.g. mail order, can purchase PPC keyword advertising. Further flexible programmes are available for more limited budgets. These pay-as-you-go ads offer a low cost of entry and can run for as little as a month. Advertisers can then choose to continue on a flexible basis, switching advertisements on and off according to business demands, e.g. advertising only during seasonal peaks, or upgrading to a full year contract.
Companies already signed up to the PPC advertising include American Express motor insurance, Interflora, Swiftcover motor insurance and Hiscox house insurance.
The PPC product has been developed in partnership with Mirago, a UK company which offers search and advertising platforms for media companies. A dedicated team will assist customers with keywords and bids. Advertisers can stipulate a budget, a duration and a daily intensity. In addition, 24/7 online self service is available at Yell Direct.
Ian Bowen-Morris, head of marketing at Yell.com, said: “Yell.com is trusted by thousands of people every day to find relevant results for vital tasks. We are now further strengthening our service in business areas where we know people want the choice of local or online business, such as insurance. The new product range makes it easy for national advertisers to reach Yell.com users, and now also offers the same flexibility to smaller businesses. In today’s marketplace businesses need demonstrable return on investment for their communications campaigns.”
Keith Parrish, MD of Mirago, said: “Mirago is delighted to have been appointed by Yell.com as its technology supplier for its first move into online pay for performance advertising. Given the growing awareness amongst advertisers of the effectiveness of online PPC advertising, this is a great time for Yell.com to be launching this product. As the advertiser only pays if their advertisement triggers a visit to their website, they can control the amount they spend and crucially, their return on investment.”
More details on all of the pay per performance advertising products are available by visiting www.yell.com and clicking on the “Advertise with Yell” link, or by emailing agency@yellgroup.com.
Bookmark with:
> what are these?