Why Should Your Business Be On Yelp?
Yelp Work Product - Not for Distribution What Is Yelp?
Yelp Work Product - Not for Distribution Poll #1 What is Yelp?
A. Local business directory B. Social media site But First, A Question:
C. A place for my customers D. I don’t know, that’s why to leave reviews I’m here
A. Local business directory
Yelp Work Product - Not for Distribution CONSUMER BEHAVIOR ON YELP
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 Plumber spend with
They turn to Yelp to discover the right business CONSUMER BEHAVIOR ON YELP
The full consumer journey on Yelp starts with a need and ends with engagement 3 Benefits of Being on Yelp
#1 Lead Generation #2 High Intent Consumers #3 Brand Continuity
Yelp Work Product - Not for Distribution Benefit #1
Yelp reaches 90+ million monthly unique visitors Benefit #1: Lead Generation At Scale
comScore Media Metrix, March 2019 Yelp Work Product - Not for Distribution THE LANDSCAPE RIGHT NOW
Snapchat eBay Spotify Netflix Yelp Pinterest Linkedin TripAdvisor Reddit NY Times
Uber
Monthly Unique Visitors (millions)
comScore Media Metrix, October 2019 Benefit #2
Benefit #2: High Intent Consumers
SurveyMonkey Survey, 2019 Yelp Work Product - Not for Distribution Yelp vs Google Top Yelp Searches Top Google Searches
restaurants Weather
food Google
bars Facebook
Purchase intent breakfast and brunch Youtube drives Yelp pizza News searches sushi Amazon delivery Craigslist
lunch Walmart
Research fuels coffee Food
Google searches dinner Movies
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 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. Benefit #3
Benefit #3 Brand Continuity
Yelp Work Product - Not for Distribution 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 Current
Example Advertiser Projected Share of Voice
$300 CPC Budget $475 CPC Budget $725 CPC Budget
SOV = 43% SOV = 69% SOV = 100% Total Monthly CPC Budget $300 $475 $725 Avg. CPC Price $25.02 $25.02 $25.02 Example Advertiser Avg Monthly Ad Clicks 12 19 29 Campaign Projections Est. Ad/Lead Conversion % 52% 52% 52% Ad Generated Customer Leads 6 10 15 Mobile Calls Generated 0 1 1 Directions Generated 0 0 0 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
*Based on average window job @ $266
*Based on industry average of 40% lead to close ratio Ad Products
#1. Cost Per Click Advertising #2. Enhanced Profile
Yelp’s 2 Simple Products
Yelp Work Product - Not for Distribution Ad Products Above Organic On Competitors’ Pages Search Results
Product #1 Cost Per Click (CPC) Advertising
Yelp Work Product - Not for Distribution Ad Products Call to Action
Product #2 Biz Highlights Enhanced Profile
Video Hosting
Competitor Ad Removal Yelp Work Product - Not for Distribution Ad Products Request a Quote
Call to Action Product #2 Enhanced Profile
Verified License
Portfolios
Yelp Work Product - Not for Distribution ROI
What Can My Business Expect?
Yelp Work Product - Not for Distribution Yelp & Reviews
Yelp Work Product - Not for Distribution Poll #2 What % of Reviews on Yelp Are Positive (3-Star or Higher)?
But First, Another Question: A. 28% B. 43%
C. 64% D. 77%
D. 77%
Yelp Work Product - Not for Distribution Reviews
2019 Review Numbers
Yelp internal data, 2019 Yelp Work Product - Not for Distribution Reviews Why Does Yelp Recommend Reviews?
Yelp Work Product - Not for Distribution I. Don’t fear reviews - embrace them 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 Benefits Yelp Direct Agency Partner
Video Hosting What’s Included: X
Direct vs. Agency Partner Dynamic Call Tracking (Ad vs. Organic Call Tracking) X
UTM Codes 5+ locations only
Yelp Support 1-800 Number One Point of Contact
In-Depth Ad-Generated & Basic Dashboard Reporting Organic KPIs
Exclusive Promotions & Pilots X
< $475 Monthly CPC Spend → $90 EP Enhanced Profile Discounts $90 EP $475+ Monthly CPC Spend → $25 EP $750+ Monthly CPC Spend → Free EP