"The increment in paid campaigns was largely from smaller towns and cities, what we called remote cities, so as a result there’s no reduction in price, however, the ticket size in smaller cities, the remote cities are about 40% that of the main cities," Justdial's Chief Financial Officer Ramkumar Krishnamachari said while answering an analyst about why despite a healthy growth in paid campaigns the pricing per campaign had taken a beating, during the company's earnings call. It's worth noting that at present 83% of Justdial's overall revenue is coming from these main cities, and the remote cities contribute the remaining 17%. At the end of the quarter ended March 31, 2017 (Q4 FY17), Justdial was conducting 435,360 paid campaigns for advertisers as compared to 368,800 campaigns at the end of Q4 FY16, representing a growth of 18%. Justdial made Rs 4173 per paid campaign in Q4 FY17, down from Rs 4870 per paid campaign in the same quarter last year. Campaigns are essentially paid featured listings/recommendations on Justdial search. Resumption of ad campaign: After two years of zero advertising, Justdial started a new ad campaign in Q4 FY17. They spent a total of Rs 11 crores on advertising, of which about Rs 7-7.5 crore was attributed to ad spends. Talking about how the ad campaign has impact traffic, Krishnamachari said: "What we’ve seen is that for Q4 the traffic growth year-on-year has grown about 20%. And as far as one of the things that we closely track also is that we…
