While the search and investment world is waiting to see if Ask.com renews its AdWords partnership with Google, the Canadian Yellow Pages Group has expanded their agreement with the search advertising company to resell Google AdWords.
Yellow Pages Group has entered into a new strategic agreement with Google to become the first Canadian based reseller of Google AdWords. Under the agreement, Yellow Pages Group will be able to provide its 425,000+ advertisers with setup and consulting on Google AdWords campaigns.
Yellow Pages Group owns Canada’s most visited online yellow pages, YellowPages.ca and Canada411.ca, along with CanadaPlus.ca, a local search network.
“Small and medium-sized businesses need to be where their customers are, and increasingly, that’s online,” said Eric Stein, Director of Local Markets at Google. “Our collaboration with Yellow Pages Group gives local businesses an efficient, cost-effective way to reach customers and provides users with better local information through relevant ads.”
I believe this move smacks of greed in pursuit of “market share” and may ultimately backfire on Google.
Having these companies buying clicks at wholesale and reselling them at retail misses an important part of the equation, which is the successful result of the ad for the BUYER. It may line the pockets of Google and Yellow Pages, but if they can’t deliver RESULTS for the buyers – it will damage their credibility.
There is a WHOLE lot more to successful online advertising than having an army of “boots on the ground” reselling clicks. If their “expertise” from the Yellow Pages ads are any indicator of future success – this arrangement is doomed in the long run. Unfortunately, this lesson will have to be learned the hard way by small businesses – the one who can least afford to learn it, and will make them all the more skeptical of online ads.
“Don’t be Greedy” might be an additional motto for Google to consider.
The amount that they charge for clicks is WAY out of whack. I had a client that was paying an average of $5/click.
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Google adwords and YellowPages.ca advertising is the cheapest form of advertising to date. The average cost per click is $2.50 which is generally considerably lower than the wholesale price. For more information, please contact me via email.
Regards,
Scott
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I think this is a very exciting partnership! For a customer, it’s a one stop shop. A lot of business owners are too busy & not educated enough, to properly understand the value of this product. Not everyone has the time or desire to figure out how pay per click works. It’s the customers choice if he/she is willing to pay the price offered or find to another way to drive traffic to their website.
Let the customer decide.