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Why Yelp Matters

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CWI Ventures
CWI Ventures

1. The document discusses how Yelp influences local purchase decisions. 82% of Yelp users visit with the intent to purchase and 89% make a purchase within a week of visiting Yelp. 2. It outlines Yelp advertising and profile solutions that can help local businesses drive in-store traffic, collect customer data, and connect with customers. This includes search ads, call to action buttons, and actively engaging with business profiles. 3. Metrics are provided to help businesses determine the success of their Yelp efforts, such as customer leads, reviews, and ad click-through rates. Mobile search is particularly effective at generating quality calls for local businesses.

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Why YELP Matters to Local Businesses
NIELSEN STUDY: WHY DO PEOPLE USE YELP? ‘When you visit Yelp, do you typically visit because you intend to buy a product or service, or are you trying to inform your decision?’ 82%of Yelp Users visit Yelp because they intend to buy a product or service Nielsen Yelp Consumer Survey, April 2013
WHY DO CONSUMERS USE YELP?
HOW DO YELP USERS CHOOSE A LOCAL BUSINESS?
Why Yelp Matters
Why Yelp Matters
YELP INFLUENCES THE PURCHASE DECISION
NIELSEN STUDY: WHEN DO YELPERS MAKE A PURCHASE? ‘How long after you visit Yelp do you typically make a purchase from a business you found on Yelp?’ 89%of Yelp Users make a purchase within a week 7% 28% 37% 16% 9% 3% Within an hour Within a day Within a few days Within a week Within a month Never Nielsen Yelp Consumer Survey, April 2013
1. YELP LOCAL CPC ADVERTISING
BUSINESS OBJECTIVES + YELP SOLUTIONS Business Objectives Yelp Solutions 1. Drive in-store traffic / Collect Customer Data / Customer Sign-Ups 1. Manage the brand on Yelp 1. Connect with local customers and community ☑ Targeted Search Ads ☑ Call to Action buttons ☑ Enhanced Profiles for all locations ☑ Removed competitor ads from pages ☑ Updated images & Content ☑ Add A Featured Video to pages ☑ Actively engaged with Yelp presence ☑ Respond to reviews
YELP SEARCH ADS - MOBILE $5 off one-gallon and $20 off five-gallons. Offer valid for paints and stain.
YELP SEARCH ADS – ‘REVIEW AD’
YELP SEARCH ADS – ‘CUSTOM AD’ $5 off one-gallon and $20 off five-gallons. Offer valid for paints and stain.
WHERE DO ADS RUN? Business pages feature Yelp Ads, and your ad can appear in either slot Competitor Business Competitorbiz.com Your Business s COMPETITORS’ PROFILES
HOW DOES SEARCH RUN? Search Ad Targeting • Geography • Category (ex - Soups, Salads, Sandwiches ) • Auction Based Delivery System • Strict vs. Standard • Paced Search Ad Platforms • Mobile App • Mobile Site • Tablet • Desktop Additional Ad Placements • Bottom of search • Under map • Photo Ads • Always more coming…
HOW TO DETERMINE SUCCESS Engagement-Related Metrics: Total Customer Leads Direction Requests & Map Views Mobile Calls Website Clicks Call-to-Action Clicks Check Ins Bookmarks # Reviews Rating Appearances in Search (by platform) Ad-Related Metrics: Ad Impressions Ad Clicks Ad Click Through Rate Cost Per Click User Views (Desktop & Mobile) • Reporting can be pulled on demand by client or provided by Yelp weekly • Reporting includes both aggregated and per location metrics
MOBILE SEARCH DRIVES CALLS BY VERTICAL Equally important is the stage of the “purchase funnel” in which calls happen. This can indicate quality in addition to quantity. Mobile search is generating quality calls based on the relevant purchase stages in which they occur. Retail: 59% Check for Biz Hours Retail: 52% Inquire about Inventory BIA Kelsey Study: Leading in Phone Calls, Google 2014
2. YELP PROFILES (FRONT-END)
FREE VS. PAID BUSINESS PAGES ON YELP
BASIC VS. ENTERPRISE BUSINESS SUPPORT ON YELP
ADS DASHBOARD - LIVE EXAMPLE
AGGREGATE REVIEW FEED Location Address Review Date User Information Sort by date or rating
RESPONDING TO REVIEWS PAYS OFF Research on Responding to Reviews and Increasing Revenue (MediaPost) “The Survey found that, of those who received a reply in response to their negative review: • 33% turned around and posted a positive review • 34% deleted their original negative review”
RESPONDING TO REVIEWS PAYS OFF “In a separate analysis of more than 100,000 reviews in its network, Bazaarvoice found that reviews with brand responses were considerably more like to be voted helpful that those without responses”
BUSINESS ACCOUNT ACCESS TO RESPOND

More Related Content

Why Yelp Matters

  • 1. Why YELP Matters to Local Businesses
  • 2. NIELSEN STUDY: WHY DO PEOPLE USE YELP? ‘When you visit Yelp, do you typically visit because you intend to buy a product or service, or are you trying to inform your decision?’ 82%of Yelp Users visit Yelp because they intend to buy a product or service Nielsen Yelp Consumer Survey, April 2013
  • 3. WHY DO CONSUMERS USE YELP?
  • 4. HOW DO YELP USERS CHOOSE A LOCAL BUSINESS?
  • 7. YELP INFLUENCES THE PURCHASE DECISION
  • 8. NIELSEN STUDY: WHEN DO YELPERS MAKE A PURCHASE? ‘How long after you visit Yelp do you typically make a purchase from a business you found on Yelp?’ 89%of Yelp Users make a purchase within a week 7% 28% 37% 16% 9% 3% Within an hour Within a day Within a few days Within a week Within a month Never Nielsen Yelp Consumer Survey, April 2013
  • 9. 1. YELP LOCAL CPC ADVERTISING
  • 10. BUSINESS OBJECTIVES + YELP SOLUTIONS Business Objectives Yelp Solutions 1. Drive in-store traffic / Collect Customer Data / Customer Sign-Ups 1. Manage the brand on Yelp 1. Connect with local customers and community ☑ Targeted Search Ads ☑ Call to Action buttons ☑ Enhanced Profiles for all locations ☑ Removed competitor ads from pages ☑ Updated images & Content ☑ Add A Featured Video to pages ☑ Actively engaged with Yelp presence ☑ Respond to reviews
  • 11. YELP SEARCH ADS - MOBILE $5 off one-gallon and $20 off five-gallons. Offer valid for paints and stain.
  • 12. YELP SEARCH ADS – ‘REVIEW AD’
  • 13. YELP SEARCH ADS – ‘CUSTOM AD’ $5 off one-gallon and $20 off five-gallons. Offer valid for paints and stain.
  • 14. WHERE DO ADS RUN? Business pages feature Yelp Ads, and your ad can appear in either slot Competitor Business Competitorbiz.com Your Business s COMPETITORS’ PROFILES
  • 15. HOW DOES SEARCH RUN? Search Ad Targeting • Geography • Category (ex - Soups, Salads, Sandwiches ) • Auction Based Delivery System • Strict vs. Standard • Paced Search Ad Platforms • Mobile App • Mobile Site • Tablet • Desktop Additional Ad Placements • Bottom of search • Under map • Photo Ads • Always more coming…
  • 16. HOW TO DETERMINE SUCCESS Engagement-Related Metrics: Total Customer Leads Direction Requests & Map Views Mobile Calls Website Clicks Call-to-Action Clicks Check Ins Bookmarks # Reviews Rating Appearances in Search (by platform) Ad-Related Metrics: Ad Impressions Ad Clicks Ad Click Through Rate Cost Per Click User Views (Desktop & Mobile) • Reporting can be pulled on demand by client or provided by Yelp weekly • Reporting includes both aggregated and per location metrics
  • 17. MOBILE SEARCH DRIVES CALLS BY VERTICAL Equally important is the stage of the “purchase funnel” in which calls happen. This can indicate quality in addition to quantity. Mobile search is generating quality calls based on the relevant purchase stages in which they occur. Retail: 59% Check for Biz Hours Retail: 52% Inquire about Inventory BIA Kelsey Study: Leading in Phone Calls, Google 2014
  • 18. 2. YELP PROFILES (FRONT-END)
  • 19. FREE VS. PAID BUSINESS PAGES ON YELP
  • 20. BASIC VS. ENTERPRISE BUSINESS SUPPORT ON YELP
  • 21. ADS DASHBOARD - LIVE EXAMPLE
  • 23. RESPONDING TO REVIEWS PAYS OFF Research on Responding to Reviews and Increasing Revenue (MediaPost) “The Survey found that, of those who received a reply in response to their negative review: • 33% turned around and posted a positive review • 34% deleted their original negative review”
  • 24. RESPONDING TO REVIEWS PAYS OFF “In a separate analysis of more than 100,000 reviews in its network, Bazaarvoice found that reviews with brand responses were considerably more like to be voted helpful that those without responses”