Yellow Pages ads were once the mainstay of advertising for local tradesmen, however tradesmen are moving their advertising spend online, with new research showing consumers increasingly switching to the internet to locate local tradesmen, rather than the Yellow Pages.
In October alone in Australia there were 368,000 searches on Google for builders, 90,500 searches for electricians and 60,500 searches for plumbers. Paul Sprokkreeff, Managing Director at online marketing agency Web Profits, says the trades industry is becoming smarter and more skilled at using the internet to carve out their own niche markets. Fencing contractor Amazing Fencing is one company who has reaped the benefits of being online.
Company owner Kim Allinson said having a good website and being listed on the first page of Google was crucial for the survival of his business. He says for the past 20 years they predominantly used Yellow Pages as it was the most successful and most cost efficient form of advertising.
Business owners are also requesting the ability to monitor their advertising and thus calculate a full ROI on their investment. Since we can both agree that Google dominates the search space in Australia – 98% of the seven million visits the yellow digital network acquire most likely come through Google and not directly from Sensis based products. We recently moved 30% of his annual spend into an SEM campaign and we also show up as a referring site. He receives about 1765% ROI on his $30K spend while he is lucky to receive between 10% – 30% ROI from his $70K he spends with Yellow. I suppose the broader picture is that Sensis are trying to figure out how their shrinking $3Billion dollars worth of print revenue is going to fit into $20Million dollars worth of digital revenue and still come out with glossy figures for the shareholders. Good article David and reinforces what my clients have been experiencing over the last 12 months.


Yep agree with all there – Damian if you can get your site appearing on page 1 of Google compared to yp digital I know what will get more clicks.
Unfortunately YP and other directory sites just create extra steps for the end user and if you can place your site bang smack in front of them, then you are going to win every time. And the ROI on SEM over YP well, I could go on but we all know how much YP ads are, I have saved my clients small fortunes over the last 6-12 months by encouraging them to reduce ad sizes in yp with a better written ad and put funds into where the market place is.
I did some consulting work at Sensis in the last few years and morale among their sales staff is low. Perhaps if you live in a major city like Sydney, Brisbane, Melbourne, or Perth, you won't notice the benefits of shopping for car insurance locally. It's just as easy to use the Australia Auto Insurance Yellow Pages section online as it is to pick up your old dog-eared copy of your local Yellow Pages directory and search out the insurance providers who have local branches in your city or town. New Driver Gets In An Accident Mar 11, 16 06:19 AMI guess a lot of new drivers get into accidents, but I'm still embarrassed by mine.
After just four months of switching to an online marketing strategy, they increased their website traffic and conversion rate by 1,400%. The printed Yellow Pages has declined quite steadily over recent years and Sensis is unable to address the situation. He was paying $90,000 per year in YP print products and $10,000 in digital products for a total of $100,000 annually.
Digital marketing has generally delivered twice the response for half the cost of traditional methods. Bottom line for small business is that your website has to rank on Google for the products or services you supply.


Continually having customers telling you that your products are no longer any value to them will do that. I paid good money and they failed to place my ads.Apparently there was a problem in there printing department.
In fact, it's probably quicker and easier!  You can easily sort and filter out the options available very quickly and even get some free quotes while you are at it so that you tackle your local agent already armed and ready to negotiate the best deal.
This increase in business has resulted in the company needing to hire more staff to cope with the extra leads. Being a part of digital media offers businesses enormous benefits, traffic across the entire Yellow Pages digital network now exceeds seven million visits a month. The reality is that the majority of the market are now digital consumers and will use digital platforms to find businesses. If you do have to file a claim at some later date, being able to go into the local agency and chat to the insurance rep to discuss how to reach a fair settlement will almost certainly yield a better result than speaking to some stranger on the phone hundreds or even thousands of kms away.
More than ever, the Yellow Pages has the capacity to take information about your business and put it in more places that people are looking. The Yellow Pages has been around for longer than I can remember, and it almost seems like these days it's become a service that is starting to lose relevance in the modern era of Smart phones, etc.



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