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Altman Vilandrie & Company Study:
Google’s Local Ads' Cost-Per-Call Nearly Twice as Expensive as YP℠ Ads

BOSTON, August 1, 2012 – Small businesses across the United States can more cost effectively generate incoming sales calls through an ad on the YP℠ Local Ad Network compared to Google™ AdWords™, according to an online advertising value comparison study released today by Altman Vilandrie & Company.

The study, which examined the local ad buys of 62 small businesses around the country, showed that Google’s local ads were nearly twice as expensive as an ad on the YP℠ Local Ad Network on the basis of cost-per-call, which is defined by the amount of advertising dollars spent to generate one incoming sales call. Ads from YP, formerly known as AT&T Interactive and AT&T Advertising Solutions, had an average cost-per-call of $46 compared to $88 for AdWords. In addition, of the 56 companies receiving calls from both YP℠ ads and Google ads, 77% realized better value (lower cost-per-call) from YP℠ ads.

“Advertising and search experts have theorized that location-based search websites deliver better cost-per-call value than general search for small businesses but no one had ever seriously studied the issue,” said Altman Vilandrie & Company Director Jonathan Hurd, who oversaw the survey. “While there are a variety of other factors that small businesses need to consider before developing a local advertising strategy, the study shows a clear potential for better value by including YP℠ ads in an overall campaign.”

The study also compared how specific types of small businesses – including attorneys, dentists, electricians and auto repair shops – fared using both a YP℠ ad and Google. Of the 20 small business categories studied, 17 showed better cost-per-call value through the YP℠ ad.

In January 2012, Altman Vilandrie & Company was commissioned for the study by YP but designed and conducted the study on a completely independent basis. Altman Vilandrie & Company retained editorial control throughout the drafting of the report and shared the final report with YP before its public release. An ad on the YP℠ Local Ad Network includes potential visibility in search results on YP.com and another 300+ online and mobile publisher sites.

For more results and details on study construction, please access the full study and FAQ page.