Enterprise Nation

We spotted in the press last week that directory site, Yell.com has done a deal with Google Adwords. What does this mean for home businesses, we wondered? Is it good news? A cost effective advertising opportunity? In search of answers, we turned to Steve Cambridge who is a Google Adwords pro.

The Question

Steve, what do you think of this new tie-up between Yell and Google Adwords?

The Answer

This is an interesting turn of events which is being hailed by both parties as a positive step forward for each of them.

From Yell.coms point of view I see this as confirmation that their own effort at providing a Sponsored Link service did not really work, and so they are looking to piggy back off the industry leader, which brings with it the recognition and branding.

From Google’s point of view, they now have a Directory company with a large infrastructure of sales  and customer services offering Google Adwords to their existing and future clients.

In my view there are a few possible issues for small and home business people:

1. Yell.com are able to charge what they like for the service, and as Yellow Pages and Yell.com have been quite expensive in the past, it is likely they will charge a premium.
2. Directory services have in the past been accused of concentrating more on their own sales than their clients. So all this new venture could mean is that they now just have another product to sell.
3. I personally think to make a success of running an Adwords Campaigns, requires time and effort to ensure you are getting the best results for your clients. It is not a set up and leave it process. It is very much a test, review, refine process. That is very different from selling adverts in a directory, so I do wonder how they will be able to provide each clients Campaign the time they require to get the best results.

I always look at these type of things with pessimism, as I am not always convinced that they are done in the best interests of the consumer.

But I guess we will find out in time. Watch this space.

• Steve Cambridge is a Qualified Google Advertising Professional and founder of www.ClickUp.co.uk