Dex Media Pay Per Click Scam
Dex’s Pay Per Click Program (also known as “Guaranteed Actions”) is, in my opinion, the worst of the worst. They have an alleged 50% markup and their programs (the ones I’ve seen anyways) don’t even lead traffic to your website. Instead – all clicks go to a horrible landing page. This landing page is so bad, I can almost guarantee you that the bounce rate has to be through the roof. There is no way that new customers are clicking these ads and then taking a desired action (filling out a form or making a phone call). These landing pages have a “Visit Website” button – but research has shown, over and over again, that the more clicks someone has to take to find what they are looking for, the less likely they are to contact you.
Add to that the fact that all these clicks (if there are any) from Dex’s landing pages lead to the home page of your website and I can almost guarantee you one of the lowest conversion rates out there for your paid traffic! These “guaranteed actions” or pay per click programs are a complete waste of money. If you are paying Dex for any kind of Pay Per Click program, I SUGGEST YOU STOP IMMEDIATELY!
Is DEX secretly shifting revenue sources from Yellow Pages to Internet Marketing?
I say “secretly” because I suspect that many of Dex’s Pay Per Click customers don’t even know that they are a pay per click customer. My suspicion stems from the fact that every single DEX PPC client I have run across has AdWords ads that lead to a landing page that looks like this:
I don’t mean a few. I once did a search for “best plumbing, Seattle, WA” and 7 of the 11 ad’s were Dex Ad’s and they all lead to landing pages like this. I run across these ad’s so often that I can recognize them without even clicking the ad. I find it hard to believe that so many people would sign up to pay for clicks from Google (at an alleged 50% markup) only to have the clicks go to such a GARBAGE LANDING PAGE.
I have heard of DEX forcing it’s Yellow Page customers to take a PPC Bundle. They do this by telling Yellowpage customers that if they want to keep their ad at a reduced price – they have to bundle it with PPC. In other words – if a YellowPages customer wants to stay in the Yellow Pages only – and ditch any internet products with DEX – they will be told that the stand alone price of the Print Ad is 3 times what they can get it for if they “bundle” it with internet.
Dex also does not divulge their markup to their customers (even though Google requires it) and their monthly reports have absolutely no useful information in them.
If you are paying DEX anything for Pay Per Click – Stop Immediately! You will be glad you did.
Lastly – if you are being forced into a bundle – hold your ground on the print price. The way the Yellow Page industry is hemorrhaging money – they will not give up the revenue. Print is still Dex’s bread and butter and will be for the foreseeable future.