Ghost of Midnight

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Yodle selling ads to small businesses

Posted on Tuesday, October 16, 2007 by No comments yet

Greg Sterling writes today

I had an interesting conversation this morning with Court Cunningham, CEO of Yodle (formerly NatPal), a local SEM firm. Yodle is in the hunt for SMB online advertising dollars and says its growing ranks of advertisers are spending roughly $1K per month — a figure that I’ve heard from others.

This translates to an average annual spend of roughly $12K, which compares with an approximate annual spend in print yellow pages of $4.5K or so…

The company is driving clicks but selling calls. It doesn’t guarantee clicks or calls but uses predictive modeling to set expectations (e.g., for that spend you can expect to receive X calls, based on Y clicks). Cunningham said that his sales team offers what amount to small, medium and large packages that are budget based and very simple to sell and buy.

Posted in: Local Online, Small Business Advertising

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