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Ypconnect Search Engine Management - SEM
So what's the story with the Ypconnect product put out by AT&T? How does it compare with everything else out there? Are they a scam? No.
The Ypconnect product has been out for a couple of years now. It is AT&T's premiere SEM platform for their customers. According to their marketing materials, the product primarily targets the primary search engines- Google, Yahoo, Bing and Ask. Our assumption is that will all change when Yahoo begins to use Bing's search results in the fall of 2010.
Ypconnect is a vendor-driven product. AT&T currently uses two main vendors for their search products- Marchex and Webvisible. Every established search agency is familiar with these two companies who owe their reach and dominance wholly to the yellow page industry, primarily AT&T.
The Ypconnect product primarily utilizes two metrics that are not available to the typical Adwords user- trackable landing page with call forwarding number and a website proxy.
In all honesty the reporting from the Ypconnect platform is not that different from the reporting of their competitors. However, AT&T is able to separate themselves from their competitors (Yodle, Orange Soda, ReachLocal) and vendors (Marchex, WebVisible) with one statement: buy our search engine marketing products and we'll give you free advertising elsewhere (phone book, yellowpages.com, mobile, direct mail, etc.).
Their Ypconnect package pricing runs from a few hundred dollars to any limit that a company can budget for. Even though AT&T closely guards the actual fulfillment cost of this platform, those costs are completely negated when an advertiser takes into account the value of the free or "bonused" advertising in other verticals.
From the information that is available online, it appears that AT&T's Ypconnect program runs almost identically to those run by Webvisible and Marchex. We only wonder if they utilize a more stable server environment and better customer service than their vendors....
A typical advertising agency won't understand AT&T's value proposition because they don't understand the strength of AT&T's other products. However, to give you some perspective, yellowpages.com is one of the top 30 most frequently used websites in the world. If a company is offering products and services to local businesses, yellowpages.com is definitely the place to be. We're talking thousands of unique searches monthly for businesses like plumbers, in places like scottsdale az.
Their print product is still pretty strong also, when you take into account that the print yellow pages is remaining relatively flat while radio, network tv, spot cable and direct mail are losing customers exponentially. If a business sees the value of a few hundred or even thousand calls each year from a local market, the print is still king hands down.
So here's our synopsis: If you or your client are looking for comprehensive, analytical, inexpensive and micro-manageable search engine solution, AT&T's Ypconnect is not going to be a fit for you. If you or your client is looking for a basic SEM program that specializes in local business, and you/they see a value in some additional local free marketing products, it might be worth looking at AT&T's product.
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