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Superpages: Advertisers
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[T]hose partnerships could include positions for SuperPages.com local advertisers, too. MSN announced in mid-January that its MSN Local Search would start showing SuperPages local ads in appropriate categories and markets. The ads display in a bar across the top of the MSN results page and can blend pay-per-click, pay-per-call and flat-fee ads. SuperPages pay-per-click ads are ... distributed through the MIVA network of Web sites.
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Chandler’s big news at the conference was the announcement of a sales deal with Google – enabling SuperPages to join rivals such as Yellowpages.com and Dex as salespeople for the marketing behemoth. For the past couple of months, Chandler revealed that SuperPages tested a Google package on 400 advertisers, and saw an incremental spend of $173 per customer. “They have money to spend if you can prove you have value for them.”
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Overall, SuperPages.com now lays claim to about 16 million directory listings, somewhat fewer than it had last fall thanks to a concerted effort to scrub out duplications and overlaps. Total monthly searches hit 141 million in November 2005, up 13% from the previous month and up 18% since the beginning of last year. And by that time, SuperPages.com had built up its roster of online advertisers to more than 185,000.
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"The agreement expands our relationship with SuperPages.com and advances our strategy to provide users with the most robust information on local businesses," said Brian McManus, executive vice president of sales and business development at InfoSpace. "We continue to believe in the long-term opportunity in local search, and relationships like this one with SuperPages are not only key to delivering significant benefit to both directory users and advertisers today, they are vital to the development of the next generation of local search products."
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The seven-year-old SuperPages.com handles close to 920 million searches, according to director of strategic planning Jim Palma -- and those people are not looky-loos. Palma said some 87 percent of SuperPages.com visitors contact an advertiser, and about 28 percent end up spending money.
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With SuperPages.com Pay For Calls, a dedicated toll-free or local telephone number appears in the ad and rings through to the advertiser's regular phone line. Pay For Calls ads are integrated with and appear on the same search results page as SuperPages.com Pay Per Click ads.
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