Be On Yelp? Yelp Work Product - Not for Distribution What Is Yelp? - - PowerPoint PPT Presentation

Why Should Your Business Be On Yelp?

Yelp Work Product - Not for Distribution

What Is Yelp?

Yelp Work Product - Not for Distribution

But First, A Question:

Poll #1

Yelp Work Product - Not for Distribution

What is Yelp?

• A. Local business directory
• B. Social media site
• C. A place for my customers

to leave reviews

• D. I don’t know, that’s why

I’m here

A.Local business directory

Your prospective customers are searching Yelp for a local business to spend money with

100MM unique visitors come to Yelp monthly

comScore Media Metrix, July 2019

CONSUMER BEHAVIOR ON YELP

97% of people on Yelp make a purchase after visiting the platform

51% purchase within one day

Survey Monkey Audiences, 2019

CONSUMER BEHAVIOR ON YELP

Consumers are ready to spend money with a local business, but they are undecided on who to spend with

They turn to Yelp to discover the right business

CONSUMER BEHAVIOR ON YELP

Plumber

The full consumer journey on Yelp starts with a need and ends with engagement

CONSUMER BEHAVIOR ON YELP

3 Benefits of Being on Yelp

#2 High Intent Consumers #3 Brand Continuity #1 Lead Generation

Yelp Work Product - Not for Distribution

Benefit #1: Lead Generation At Scale

Yelp reaches 90+ million monthly unique visitors

comScore Media Metrix, March 2019

Benefit #1

Yelp Work Product - Not for Distribution

NY Times

THE LANDSCAPE RIGHT NOW

Uber Reddit TripAdvisor Linkedin Spotify Netflix

Yelp

eBay Pinterest Snapchat

comScore Media Metrix, October 2019

Monthly Unique Visitors (millions)

Benefit #2: High Intent Consumers

SurveyMonkey Survey, 2019

Benefit #2

Yelp Work Product - Not for Distribution

Top Yelp Searches Top Google Searches

restaurants Weather food Google bars Facebook breakfast and brunch Youtube pizza News sushi Amazon delivery Craigslist lunch Walmart coffee Food dinner Movies

Purchase intent drives Yelp searches Research fuels Google searches Social fuels Facebook

Yelp searches in 2019; Google searches from trends.google.com for United States in 2019 https://blog.hootsuite.com/facebook-statistics/

Yelp vs Google

Yelp converts leads at 3x the rate of Google

Conversion rate from visitor to customer lead

Momentfeed data. Total sample of 3 million Customer Leads, June 2017. Customer Leads are defined as users that made a mobile call to the business, clicked on the business website, or mapped directions to the business.

GOOGLE

Yelp Work Product - Not for Distribution

Benefit #3

Benefit #3 Brand Continuity

Should My Business Start Advertising on Yelp?

Yelp Work Product - Not for Distribution

Example Advertiser

Current Page Stats & Share of Voice

• 0.5% Share of Voice
• 5 page view (past 30 days)
• 24 appearances in search results (past 30 days)
• 1,167 monthly searches & competitor page views for window washing, power washing & office cleaning

categories within 15 miles of Santa Barbara

Example Advertiser

Projected Share of Voice

$300 CPC Budget

SOV = 43%

Current $475 CPC Budget $725 CPC Budget

SOV = 69% SOV = 100%

Example Advertiser

Campaign Projections

*Based on average window job @ $266 *Based on industry average of 40% lead to close ratio

Total Monthly CPC Budget

$300 $475 $725

• Avg. CPC Price

$25.02 $25.02 $25.02 Avg Monthly Ad Clicks 12 19 29

• Est. Ad/Lead Conversion %

52% 52% 52% Ad Generated Customer Leads 6 10 15 Mobile Calls Generated 1 1 Directions Generated Quotes Requested 4 6 10 Website Clicks Generated 2 3 4 Total New Revenue* $659.25 $1,043.82 $1,593.20 Total Return on Ad Spend $359.25 $568.82 $868.20

Yelp’s 2 Simple Products

Ad Products

#2. Enhanced Profile #1. Cost Per Click Advertising

Yelp Work Product - Not for Distribution

Product #1 Cost Per Click (CPC) Advertising

Yelp Work Product - Not for Distribution

Ad Products

Above Organic Search Results On Competitors’ Pages

Product #2 Enhanced Profile

Yelp Work Product - Not for Distribution

Ad Products Call to Action Biz Highlights Video Hosting Competitor Ad Removal

Product #2 Enhanced Profile

Yelp Work Product - Not for Distribution

Ad Products Call to Action Verified License Portfolios Request a Quote

What Can My Business Expect?

Yelp Work Product - Not for Distribution

ROI

Yelp & Reviews

Yelp Work Product - Not for Distribution

But First, Another Question:

Poll #2

Yelp Work Product - Not for Distribution

What % of Reviews on Yelp Are Positive (3-Star or Higher)?

• A. 28%
• D. 77%
• B. 43%
• C. 64%
• D. 77%

Reviews

2019 Review Numbers

Yelp internal data, 2019

Yelp Work Product - Not for Distribution

Reviews

Yelp Work Product - Not for Distribution

Why Does Yelp Recommend Reviews?

Yelp & Reviews Best Practices

• II. Don’t ask - indirectly promote presence & focus on customer service
• III. Respond - publicly and privately to negative & positive
• IV. Flag reviews that breach Content Guidelines & TOS
• V. Advertising on Yelp ∩ & ≠ Reviews

Yelp Work Product - Not for Distribution

• I. Don’t fear reviews - embrace them

What’s Included:

Direct vs. Agency Partner Benefits Yelp Direct

Agency Partner

Video Hosting

X

Dynamic Call Tracking

(Ad vs. Organic Call Tracking)

X

UTM Codes 5+ locations only Yelp Support

1-800 Number One Point of Contact

Reporting

Basic Dashboard In-Depth Ad-Generated & Organic KPIs

Exclusive Promotions & Pilots

X

Enhanced Profile Discounts

$90 EP

< $475 Monthly CPC Spend → $90 EP $475+ Monthly CPC Spend → $25 EP $750+ Monthly CPC Spend → Free EP