Yelp Announces New and Enhanced Advertising Features for National and Multi-location Businesses
23 July 2024 - 9:00PM
Business Wire
Request a Quote for Brands, Yelp Guaranteed and
more help multi-location services businesses generate and manage
high-intent leads; Spotlight video ads, the expansion of Yelp
Audiences for audio platforms, and a new conversion API strengthen
Yelp’s advertising offering for national advertisers
Yelp Inc. (NYSE:YELP), the company that connects people with
great local businesses, today 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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240723931243/en/
Yelp’s Summer Ad Product Release includes
a suite of new features for multi-location services businesses like
Request a Quote for Brands, as well as new and expanded ad formats
and measurement tools for national advertisers. (Graphic: Business
Wire)
“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.
"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.”
Additional Information and Assets
Learn more about all of the latest updates Yelp announced in the
company’s blog post. Assets and images can be found here. For more
information about Yelp, visit the company’s Fast Facts page.
About Yelp Inc.
Yelp Inc. (yelp.com) is a community-driven platform that
connects people with great local businesses. Millions of people
rely on Yelp for useful and trusted local business information,
reviews and photos to help inform their spending decisions. As a
one-stop local platform, Yelp helps consumers easily discover,
connect and transact with businesses across a broad range of
categories by making it easy to request a quote for a service, book
a table at a restaurant and more. Yelp was founded in San Francisco
in 2004.
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Yelp Inc. Will DeGirolamo press@yelp.com
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