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Superpages: Advertisers
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SuperPages.com ... offers its own click-to-call feature. Through a partnership with eStara, advertisers who’d rather get IP voice calls than clicks from their online listing can pay extra to display a link that lets users connect to them directly over their computers.
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SuperPages.com Pay For Calls advertising will have minimums ranging from $2 to $6 per call, depending on the business category. Advertisers can increase their prominence and drive more calls by raising their bids.
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The re-launch of the website, planned for March the 1st, will introduce a new layout of search result which includes pay per click adverts at the top of results, as well as SuperPages existing fixed-fee advertising below. This hybrid combination will, according to Directory of Strategy James Palma, allow the company to target advertisers who are prepared to manage PPC adverts, whilst retaining it's traditional fixed fee advertiser base: "In focus groups, many advertisers have indicated they feel more comfortable and it suits their business better to be found in the same place year-round for a flat fee. Some advertisers may prefer the dynamic nature of pay per click as it allows them bid on more favourable positions to coincide with the cyclical nature of their business."
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SuperPages provides yellow pages and shopping information in print form, on the internet and via wireless carriers. Through the partnership with Google, it will offer its local advertisers the ability to bid for Google search terms in a resale agreement, opening up a new advertising avenue for them.
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A test version of the program has been operating for several months, placing ads from about 400 SuperPages advertisers in Google search results using a customized version of the AdWords application processing interface. That API will let SuperPages move “tens of thousands of advertisers at a time” into the AdWords network and then aggregate the reporting for both the Google and SuperPages PPC ads into one report, Chandler says.
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SuperPages already provides IYP listings to a number of top level search engines including MSN, Excite and Lycos. The company intends to maintain and grow these relationships, as well as launching a media campaign to attract both advertisers and consumers to its own website following the launch in March.
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