#rampup17: click to brick: how to achieve a 15:1 return on ads spend
TRANSCRIPT
Click to BrickHow to achieve 15:1 return on ad spend
Yelp ExistsTo connect people with
greatlocal businesses.
73 Millionmonthly visitors
via desktop(As of Q4-2016)
121 Milliontotal reviews
since inception (As of Q4-2016)
What’s Happening on Yelp?
89 Millionmonthly visitors
via mobile devices
(As of Q4-2016)
60+%content
(reviews & photos)(As of Q4-2016)
73%of searches came
from mobile devices(As of Q4-2016)
Yelp on Mobile
Who uses Yelp?Relatively Affluent, Educated Adults
59% areage 35 &
over
74% havea College Degree
69% earn60k+
annually
A Nielsen study found that…
Source: Nielsen, 2013
Why do people use Yelp?
YELP ADS: SEARCH RESULT PAGES
YELP ADS: COMPETITOR’S PAGE
YELP ADS: THE LAST MILE PROBLEM
YELP ADS: THE LAST MILE PROBLEM
Visits store & purchases?
Clicks on Ad
Views Yelp listing
Maps Directions
User searches on Yelp
?Visits Store &
Purchases
TRACKING ONLINE TO OFFLINE
MEASURING ATTRIBUTION
Action Attribution WindowAd Click 30 DaysAd Impression 1 Day
Discount Tire received a
on Yelp Ad Spend15:1 Return
RESULTS
…which led them to more than double their investment in Yelp Ads
A national clothing retailer ran a campaign during the holidays and achieved a
on Yelp Ad Spend
32:1 Return
RESULTS
THE LONG JOURNEY TO ATTRIBUTION
Visits store & purchases?
2004
2005
2010
2016
Yelp website founded
First Yelp Ads are sold
Yelp app launched2007
Customer Leads (Calls, Directions, website clicks)
Online to Offline Attribution
Click to BrickHow to achieve 15:1 return on ad spend