In a move announced yesterday that received high-profile media coverage, Dex One and Google announced that they have entered into a strategic agreement to make Dex One one of a handful of companies that serve as Google AdWords Certified Partners. As background, Google AdWords is a popular service that allows businesses of all sizes to display their ads next to relevant searches for specific products and services on Google and its partner networks.
According to the release, the AdWords partnership will help Dex One customers better optimize their lead generation activities, leverage local search, enhance their digital presence and compete in a changing marketplace.
As part of the agreement, Dex One will receive integrated marketing support, training, engineering support, optimization services, and access to new products from Google. The partnership will strengthen Dex One’s customers’ marketing efforts by providing state-of-the-art technology and enable experienced Google consultants to provide technical training to Dex One’s 1,500 local marketing consultants.
I think this announcement illustrates the primary strengths that local search companies—including Yellow Pages companies such as Dex One—bring to the marketplace: unmatched relationships with local businesses, and the ability to provide those businesses with innovative integrated advertising solutions.
I’m glad to hear that this announcement will help Dex One achieve its goal of 30% of total revenue coming from digital sales by the end of 2012. I hope it’s the beginning of something of real value, not only for Dex One and its customers, but for our industry as a whole.