Yelp Inc., the company that connects people with great local businesses, announced its Summer Ad Product Release to deliver more value to services businesses and national advertisers with a series of new features and updates. The company rolled out features and updates for multi-location services businessess to help them seamlessly generate and manage high-intent leads, including Request a Quote for Brands with a new Leads API, and extended Yelp Guaranteed, Verified License, and Portfolio to national services businesses. Yelp also expanded its offering for national advertisers by introducing new and enhanced ad formats and measurement tools, including Spotlight video ads, Yelp Audiences for audio and connected TV platforms, and a new conversion API that improves advertiser measurement.
“Yelp has long been committed to providing multi-location advertisers with innovative products and features that enable them to reach and engage our high-intent audience at the local level,” said Craig Saldanha, chief product officer at Yelp. “Request a Quote is one of our most popular products for local services businesses, and we’re excited to expand this lead-generating product to national brands. Through streamlined lead management, as well as our expanded offering of advertising solutions and measurement tools, Yelp is empowering national businesses to thrive and delivering more value to advertisers, while helping consumers make informed decisions with confidence.”
Yelp releases a suite of features for multi-location services businesses, enabling them to seamlessly generate and manage high-intent leads
As Yelp’s fastest-growing category, home services businesses have found notable success on the platform according to advertiser feedback, as the company has prioritized building innovative features that help them reach and connect with relevant customers. For the first time, Yelp is expanding a suite of services features to brands and multi-location businesses, including Request a Quote with a new Leads API, Yelp Guaranteed, Portfolio, and Verified License.
- Request a Quote for Brands: Initially introduced in 2016 as a feature to help consumers request quotes from local service pros, and help local businesses more easily generate relevant leads, Request a Quote is now available for multi-location brands. National services businesses can now better reach Yelp’s high-intent consumers, and manage leads across all their locations seamlessly within their existing customer management tools through Yelp’s new Leads API – eliminating the need to manually manage leads from multiple Yelp pages.
- Yelp Guaranteed: As a part of Request a Quote for Brands suite of features, Yelp is extending the Yelp Guaranteed customer satisfaction program, which offers up to $2,500 back if something goes wrong with a customer’s project. Yelp Guaranteed is now available for eligible projects with national services businesses that advertise and activate Request a Quote in popular categories.
- Verified License and Portfolio: National services businesses are now eligible for Yelp’s Verified License program and Portfolio feature when they enable Request a Quote. Verified License helps consumers easily find businesses with valid trade licenses, making it simpler for them to make confident decisions when choosing a business for their project, and Portfolio allows businesses to showcase their specialties through a photo collection of projects.
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“As we aim to attract more potential customers interested in moving services, Request a Quote has become an important part of our lead generation strategy,” said Ross Sapir, president of Roadway Moving, on the strong results the company saw from an early test. “Yelp’s Leads API enhances our ability to manage leads from Yelp by enabling direct communication with our customers across multiple locations and managing these relationships in real time. This streamlined process makes it easier for our sales team to use, and ultimately drives more business.”
Expanded ad formats and new measurement tools drive more value to national advertisers
As part of Yelp’s expanded product offering to help national advertisers reach and engage high-intent audiences, the company introduced new and enhanced features for Spotlight Ads and Yelp Audiences, as well as a new conversion API that will help advertisers more effectively measure their ads.
- More Spotlight Ads placements: Yelp expanded Spotlight Ads video placements to also appear within the Yelp business page photo grid, a highly trafficked destination, helping advertisers reach even more consumers across the platform. Originally launched in 2022 on Yelp’s home feed, video and photo Spotlight Ads have been an effective ad unit for national location and non-location-based businesses to reach Yelp’s users at scale.
- Yelp Audiences expands to audio and connected TV platforms: Yelp Audiences now has even more reach on connected TV (CTV) and audio platforms. Audio ads enable advertisers to reach more consumers on streaming music platforms and podcasts across Spotify, Pandora, SiriusXM, iHeart and more. The company also made its CTV offering more cost-effective for brands while maintaining its high standard of premium inventory sources, including platforms like Hulu, Disney+ and Paramount+.
- New conversion API helps advertisers measure success without cookies: The new conversion API (CAPI) offers brand advertisers a more accurate way to measure the value of Yelp Ads while also future-proofing their measurement strategy. CAPI allows brands to analyze any conversion from lead to transaction, measuring what matters most for them without relying on cookie signals.
“When we measure our return on ad spend from a last-click perspective, we’re about 2x to 4x on Yelp,” said Paul Baumgarthuber, chief marketing officer at LaserAway, on the value the company saw in an early test. “When we matched the data to understand how Yelp Ads influences our customers, we’re at about 8x return on ad spend using Yelp’s conversion API product.”
SOURCE: Businesswire