YPG Ad Alert: Why I’m Miffed, eh!
Yes, I’ve been seeing these adverts now for over 3 weeks and the second one in a row is now up now, eh and you should click that link to see exactly what our Canadian YPG (Yellow Pages Group) is up to when it comes to their own brand of SEO! Let’s look at this new approach to their business model, shall we?
First, I’ve seen 2 different ads…the first here called the “Window Cleaner”, goes back about 3 weeks or so and it’s done actually both very well and yet somehow really displays the “mindset” of the YPG as a whole. Go and take a look and you should see what I see. That when this short advert opens we’re looking at a busy exec on a phone in his glass tower office…and he’s talking on the phone about how successful his search engine marketing campaign is…and that tons of leads are coming in. All of which of course is the way that we in the SEO world “do” look at success rates, but then that exec hangs up the phone and we suddenly realize that he’s not been talking to us at all – it’s the window cleaners clinging to the side of his building who’re talking about their own SEO campaign! The advert goes on then to let businesses know that their 360 degree marketing solutions, their new branded name for this type of campaign.
Hmmm…okay, so I was at first slightly miffed that I’d been “had” in thinking that the person talking was the exec, instead of the two guys outside his office windows who were washing same…but then what struck me was this. That maybe that “miffed” feeling should have beene expected by me and anyone else who actually then looked at the details of this 360 degree marketing solution site, you can find here…
As you will note, what this appears to be is a simple directory, all on the single yellowpages.ca website, where you “buy” your spot on the page. Pretty standard in the online advertising world, but as an SEO, I was then once again “miffed” that I’d misunderstood the advert completely. How’s that?
Simple – I listened to the advert using my Canadian SEO eyes – thinking that when the person talking – i.e. the window-washer in his sling and not the exec on the phone – that what he meant when he claimed that “our search engine marketing campaign has driven tons of leads” referred to a google search, you know one of the billions done daily. What I obviously did not expect, nor think of was that the YPG meant that this “search engine marketing campaign” was NOT on google at all, but on their own site…the one with those paid directory low-success placement ads.
And I absolutely think that once again, this is a poor message to send to the business community. Google gets like more than 3 billion searches a day, and yellowpages.ca gets less. Lots less, and while I’ve no idea, I suspect that it’s like less than 1 million a day. All the stats I could find point to lower numbers…and yes, I’m sure that my own “feel” is only “close” — but my point is still pretty simple to see.
That if you want a real SEO marketing campaign, to drive “tons” of new leads to your site, then you need to use a much bigger “sales funnel” than the teensy yellowpages.ca site…you need to aim way way way up, at Google itself. Go where the searchers “are” would be what you should takeaway from this story, eh….and remember, that the reason folks advertise is to bring in leads…so go where the leads are, eh!Google