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YellowPages Search Marketing (PPC) Keyword Targeting, Inconsistent and Irrelevant: Consistently (Case Study)

YellowPages Search Marketing Case Study

 

I have been critical of big service providers handling of PPC campaign for small and medium sized business and have compiled this on ReachLocal PPC a while ago which was mentioned in Wall Street Journal.

I am not particularly happy with the way YellowPages run paid advertising campaign and found their keyword targeting to be inconsistent and irrelevant. I have analysed 69 PPC campaign for small businesses ran by YellowPages and found significant evidence to back this.

I have used data sources from one of the best PPC monitoring company to find historical PPC data over last 12 months to determine all the keywords was targeted for that given period of time. To summarise my finding I can see this ad campaign was mastered to avoid targeting suburbs they are based on Acacia Ridge, Tingalpa and suburbs nearby in favour of suburbs/cities up to 35KM’s away!!  Good luck making those people to drive at least 35 minutes to get to a (local) Chiropractor.

This article only covered keyword target issue only; I hope to write another article near future to discuss few more things.

Case Study:

Website: http://www.acacia-belmontchiro.com.au/index.html

Location 1:

Acacia Ridge
Phone: 3255 6200
Address: Shop 2/14 Elizabeth St, Acacia Ridge QLD 4110

Location 2:

Belmont
Phone: 3890 5300
Address: 21 Belmont Rd,Tingalpa QLD 4173

All Keyword targeted for last 12 Months (according to our data source):

Keyword
chiropractor brisbane
osteopath brisbane
chiropractor browns plains
chiropractor ipswich
chiropractor hamilton
brisbane chiropractor
chiropractor windsor
chiropractors brisbane
chiropractor beenleigh
chiropractor north brisbane
brisbane osteopath
chiropractor indooroopilly
chiropractor chermside
chiropractic for neck pain
brisbane chiropractors
chiropractor melton
chiropractor wynnum
chiropractors in brisbane

 

Have a quick look at what sort of money YellowPages would be investing on advertising on keywords to potentially low converting leads:  

Keyword Suggested bid
chiropractor brisbane  $                  7.43
osteopath brisbane  $                  7.69
chiropractor browns plains  $                  2.29
chiropractor ipswich  $                  3.69
brisbane chiropractor  $                  7.31
chiropractor windsor  $                  1.83
chiropractors brisbane  $                  4.75
chiropractor beenleigh  $                  2.56
chiropractor north brisbane  $                  4.21
brisbane osteopath  $                  7.69
chiropractor indooroopilly  $                  4.13
chiropractor chermside  $                  2.36
brisbane chiropractors  $                  3.13
chiropractor wynnum  $                  2.11
chiropractors in brisbane  $                  7.38

 

Proximity of Suburbs / City Being Targeted

 

Belmont:

JOURNEY FROM JOURNEY TO KM Travelled
21 Belmont Rd,Tingalpa QLD 4173 Brisbane,QLD 13
21 Belmont Rd,Tingalpa QLD 4173 Beenleigh, QLD 32
21 Belmont Rd,Tingalpa QLD 4173 wynnum, QLD 7
21 Belmont Rd,Tingalpa QLD 4173 ipswich, QLD 56
21 Belmont Rd,Tingalpa QLD 4173 chermside, QLD 18
21 Belmont Rd,Tingalpa QLD 4173 browns Plains, QLD 27
21 Belmont Rd,Tingalpa QLD 4173 indooroopilly, QLD 23
21 Belmont Rd,Tingalpa QLD 4173 hamilton, QLD 10
21 Belmont Rd,Tingalpa QLD 4173 windsor, QLD 15
21 Belmont Rd,Tingalpa QLD 4173 North brisbane, QLD 13
21 Belmont Rd,Tingalpa QLD 4173 melton, QLD 12

 

Acacia Ridge:

JOURNEY FROM JOURNEY TO KM Travelled
14 Elizabeth St, Acacia Ridge QLD 4110 Brisbane,QLD 15
14 Elizabeth St, Acacia Ridge QLD 4110 Beenleigh, QLD 28
14 Elizabeth St, Acacia Ridge QLD 4110 wynnum, QLD 31
14 Elizabeth St, Acacia Ridge QLD 4110 ipswich, QLD 33
14 Elizabeth St, Acacia Ridge QLD 4110 chermside, QLD 24
14 Elizabeth St, Acacia Ridge QLD 4110 browns Plains, QLD 10
14 Elizabeth St, Acacia Ridge QLD 4110 indooroopilly, QLD 14
14 Elizabeth St, Acacia Ridge QLD 4110 hamilton, QLD 21
14 Elizabeth St, Acacia Ridge QLD 4110 windsor, QLD 18
14 Elizabeth St, Acacia Ridge QLD 4110 North brisbane, QLD 15
14 Elizabeth St, Acacia Ridge QLD 4110 melton, QLD 24

Nearest Suburbs:

Acacia Ridge – Coopers Plains, Archerfield, Willawong, Durack, Algester, Doolandella

JOURNEY FROM JOURNEY TO KM Travelled
14 Elizabeth St, Acacia Ridge QLD 4110 Coopers Plains, QLD 5
14 Elizabeth St, Acacia Ridge QLD 4110 Archerfield, QLD 3
14 Elizabeth St, Acacia Ridge QLD 4110 Willawong, QLD 3
14 Elizabeth St, Acacia Ridge QLD 4110 Durack, QLD 6
14 Elizabeth St, Acacia Ridge QLD 4110 Algester, QLD 4
14 Elizabeth St, Acacia Ridge QLD 4110 Doolandella, QLD 6

 

Tingalpa – Gumdale, Carina, Murarrie, Wynnum West, Manly West

JOURNEY FROM JOURNEY TO KM Travelled
21 Belmont Rd,Tingalpa QLD 4173 Gumdale, QLD 5
21 Belmont Rd,Tingalpa QLD 4173 Carina, QLD 7
21 Belmont Rd,Tingalpa QLD 4173 Murarrie, QLD 3
21 Belmont Rd,Tingalpa QLD 4173 Wynnum West, QLD 3
21 Belmont Rd,Tingalpa QLD 4173 Manly West, QLD 4

 

It is quite hard for me to understand why a Local Chiropractor based on Acacia Ridge or Tingalpa will overlook suburbs stone throw away and trying to convert traffic up to 30KM’s away. I am not sure how keyword targeting with YellowPages search engine advertising works and who is responsible to select the keywords. However my assumption would be given the size and nature of the business YellowPages deal with, it will be their responsibilities to ensure optimum keyword targeting. I have seen similar (and worse in many instances) data across all 69 sites I have analysed.

If you want access to all raw data from all the sites we have analysed, send me an email on ferdous@conio.com.au

 

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