The Importance of Info-Rich Ads in Generating Local Leads
June 29, 2010 | Contributed by: Larry Small
In our monthly column for Search Engine Land posted this week, I talk about the importance of creating info-rich ads that provide the types of information about local businesses that consumers need.
According to our first annual “Local Media Tracking Study,” conducted by Burke and commissioned by the Yellow Pages Association, 21% of print Yellow Pages users and 18% of Internet Yellow Pages users said that there was not enough information in the ads.
As I explain in the column, the key takeaway is that a “less is more” approach when it comes to the types of information included in local ads does not satisfy consumers’ needs. A “more is more” approach—in essence, creating an info-rich ad—ensures that the consumer is fully informed about the local business, its services, and the nature of the products and services they offer.