Let’s talk about yellow page advertising. Here’s a form of advertising designed to elicit a response. Telmetrics, an advertising call tracking company released data earlier this month demonstrating the power of a unique URL as part of a print ad.
Telmetrics measured how many solid sales leads came from yellow page ads and compared how many came from a reader picking up the phone, versus reading a URL on the ad and responding online.
Company president Bill Dinan made the assumption that most survey respondents would say they picked up the phone to engage the advertiser. He was correct, but surprised at how close it was when only 56% of leads came in via phone calls, and 44% came through a direct response of the URL printed on the ad. The study also discovered that unique URLs like CallFlorists2.com were more often visited than client specific domains with URL extensions like Publisher.com/florists. If you want your print ad to generate a response keep the URL in the ad and keep it unique and simple.