Many times you’ll hear about businesses using Yell Business (or Hibu.com) websites instead of hosting their own site. If this is a decision you are about to make I recommend you listen to some of the key problems of adopting this approach. Fundamentally you should host your own website on your own hosting space and manage your own paid traffic campaigns or outsource to a professional consultant.
Here’s 4 reasons I discourage local businesses from entertaining marketing solutions offered by Yell Business. I respect they are a slick sales business offering a business solution, but unfortunately it isn’t built to serve your very best interest.
1. You Have No Control Over The Keywords Yell Business Select For Your Business
Yell Business use broad classifications and you have little say over the exact keywords your ads will be show for. This is counter to the fact that successful pay per click advertising relies on you using smart keyword optimisation where you quickly disable the non performing keywords.
2. Yell Business Only Send Paid Traffic To The Homepage That They’ve Created For You
Paid internet traffic should be sent to dedicated landing pages, not just the homepage. The ad should take them to a page that is relevant and specific to the problem they searched on. Google will reward you for giving the searcher relevant content with a higher quality scores for your keywords. This results in cheaper cost per clicks. It’s a fact a new visitor will feel frustrated not to land on a page that directly answers their question. They don’t want to land on your homepage unsure as to how they find the page with the answer to their problem.
3. A Significant Percentage Of Your Yell Business Budget Is Spent On The Management Of Your Google Adwords Account
Paying a fee for the time spent working on your account is reasonable, you would expect to pay for someone to manage your account. However, the Yell Business percentage is high, in comparison to the actual amount paid on the clicks. Therefore I recommend you ask their representatives what percentage they are charging you to manage your account, as well as the Adwords cost.
4. Receive Basic Statistics
Yell Business offers basic statistics that are not nearly enough to give you the information you need to know in order to determine whether your budget is being spent wisely. Ideally you need to to be in a position where your Google Analytics details every Adwords click.