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

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 Pinterest Yelp Linkedin TripAdvisor NY Times Reddit 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 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%

$300 $475 $725 Total Monthly CPC Budget 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

What % of Reviews on Yelp Are Poll #2 Positive (3-Star or Higher)? But First, A. 28% B. 43% Another Question: 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 II. Don’t ask - indirectly promote presence & focus on customer service Best Practices 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 X Video Hosting What’s Included: Direct vs. Agency Partner X Dynamic Call Tracking (Ad vs. Organic Call Tracking ) UTM Codes 5+ locations only Yelp Support 1-800 Number One Point of Contact In-Depth Ad-Generated & Reporting Basic Dashboard Organic KPIs X Exclusive Promotions & Pilots < $475 Monthly CPC Spend → $90 EP $90 EP Enhanced Profile Discounts $475+ Monthly CPC Spend → $25 EP $750+ Monthly CPC Spend → Free EP