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DIGITAL EXPERT VIP WEBINAR SERIESYELLOW PAGES ONLINEDIRECTORIESFirst Step To Increase Online VisibilityMarch 2013
TODAY’S SPEAKERS Melanie Gale Director, Placement Products & Performance Reporting Yellow Pages Group Victoria Hart VP National Sales Victoria.Hart@mediative.com Mediative 27 mars 2013 Mediative.com
Engage with us on twitter• #MediativeVIPWebinar• Following the webinar, you will receive our latest eBook: Location-Based Marketing Made Easy: A Marketer’s Guide
AGENDA01. The Search Landscape02. The Value Story03. Case Study Insights04. The Approach
THE SEARCH LANDSCAPE TOP 50 SEARCHES ON YELLOWPAGES.CA Most Popular Headings: Fall 2012 1. Restaurants 6. Physicians & Surgeons 2. Beauty Salons 7. Hotels 3. Dentists 8. Clinics-Medical 4. Lawyers 9. Pizza 5. Banks 10. Furniture Dealers-Retail11. Veterinarians 21. Motels 31. Funeral Homes 41. Automobile Dealers-Used12. Florists-Retail 22. Government Listings 32. Health, Fitness & Exercise Cars13. Garages-Auto Repairing 23. Churches & Other Places of Services 42. Roofing Contractors14. Contractors-General Worship 33. Massage Therapists-Regd. 43. Moving and Storage15. Chinese Foods 24. Automobile Dealers-New Cars 34. Electric Contractors 44. Electronic Equipment &16. Computer Sales & 25. Optometrists 35. Landscape Contractors & Supplies-Retail Service 26. Tire Dealers-Retail Designers 45. Child Care Services17. Clinics 27. Renovations & Home 36. Appliances-Major-Sales & 46. Automobile Renting18. Employment Agencies Improvements Service 47. Escort Service19. Estheticians 28. Caterers 37. Hospitals 48. Pharmacies20. Plumbing Contractors 29. Sporting Goods-Retail 38. Automobile Repairing & 49. Kitchen Cabinets 30. Pet Grooming-Clipping & Service 50. Retirement Communities & Washing 39. Grocers-Retail Homes 40. Travel Agencies Source: YPG Internal Data, by click volume January to December 2012
THE SEARCH LANDSCAPETOP 50 SEARCHES ON YELLOWPAGES MOBILE Most Popular Headings: Fall 2012 1. Restaurants 6. Dentists 2. Beauty Salons 7. Taxis 3. Pizza 8. Lawyers 4. Physicians & Surgeons 9. Hotels 5. Banks 10. Clinics-Medical11. Grocers-Retail 21. Churches & Other Places 31. Schools-Academic-Elementary & 41. Electric Contractors12. Veterinarians of Worship Secondary 42. Shoes-Retail13. Pharmacies 22. Estheticians 32. Pet Grooming Services 43. Women’s Apparel-14. Garages-Auto Repairing 23. Automobile Parts & 33. Escort Services Retail15. Furniture Dealers- Suppliers-New 34. Employment Agencies 44. Funeral Homes Retail 24. Health Fitness & 35. Child Care Services 45. Chiropractors D.C.16. Tire Dealers-Retail Exercise Services 36. Automobile Body Repairing & 46. Spas-Beauty, Health &17. Automobile Dealers- 25. Optometrists Painting Destination New Cars 26. Caterers 37. Automobile Dealers-Used Cars 47. Renovations & Home18. Sporting Goods-Retail 27. Contractors-General 38. Service Stations-Gasoline, Oil & Improvements19. Florists-Retail 28. Motels Natural Gas 48. Tattooing20. Computer Sales & 29. Hospitals 39. Travel Agencies 49. Automobile - Renting Service 30. Plumbing Contractors 40. Appliance-Major-Sales & Service 50. Jewellers-Retail Source: YPG Internal Data, by click volume January to December 2012
YELLOW INSIGHTS WHAT DOES THIS MEAN FOR ADVERTISERS? Hints: 1. Need to be within the first page results. 2. The more content on your listing the better: Reviews, Deals, Imagery. 3. Accurate Name, Address, Phone Number.These tips are critical not only for customer experience but your business rankings and impact on search optimization.
VALUE STORYYELLOWPAGES.CA IS JUST THE START• 9 Million Unique Visitors per month• 23 Million Searches per month Source – Comscore Dec 2011-Dec 2012
THE VALUE STORYDELIVERING CALLS Banner ads 1. Awareness Newspaper circulation Impressions Traffic past a billboard 2. Interest Open rate on emails Visits/Clicks Clicks on videos, photos 3. Evaluation , reviews, etc 4. Contact Calls Calls, Email, Quote request, call back request, Driving directions 5. Sale Conversion Rate, Average Value of Sale
THE VALUE STORY CLICK TO CALL RATIOS Clicks 3.5 18 Calls 1 1Source of YP.ca click to call ratios: median click to call ratios developed by heading using over4500 GSP/SP call tracking studies running from June 2010 to May 2011 (minimum 5 call tracking Source of paid search click to call ratios: YPG SEM campaignsstudies in a heading to establish a click to call ratio)
THE VALUE STORYYP.CA ONLINE PRIORITY PLACEMENTTo get clicks and calls, you need to have a good position on the SERPInventory Placement: listing appears at the topof the list ahead of the competitors.Recommended solution for Cosmo and CentroMarkets.Non-Inventory Placement: the competitive edgethe business needs in local markets and specificcategories.Recommended solution for Metro and TownsMarkets. Up to 15x more clicks with Online Priority Placement compared to regular listings2 2) YellowPages.ca click data, Sept 2011- May 2012, 4336 market/heading combinations.. Represents national average. Individual results may vary. 11
THE VALUE STORYSTEP UP TO STRONGER PERFORMANCE The impact of positioning on SERP Source: YellowPages.ca click data, Sept 2011- May 2012, 4336 market/heading combinations.. Represents national average. Individual results may vary.
THE VALUE STORYYELLOW PAGES MOBILE Mobile searches have TRIPLED in 15 months! Source: YPG Internal 2012 data and the 2012 Canadian Business Usage Study [Q3 report]
THE VALUE STORY UDAC: MOSFEATURES – MOBILE SPONSOREDPLACEMENT PRESTIGE • Appears in position #1 (top search results) in rotation1 • Limited inventory: Max 6 • Larger display (40% bigger than all other results on a results page) • Prominent blue background • Click to call button Call • Business logo on search results page • 200 character Promo text only on the Profile page • Locations list (Multiple Locations) link on search results page Broadcaster 30% more clicks and calls • Included ! when Mobile Sponsored Placement is added to any Online Priority Placement3
THE VALUE STORY UDAC: MOSFEATURES – MOBILE SPONSOREDPLACEMENT PRESTIGE DEAL • Each MOS advertisers will have the ability to publish one deal to their business profile page for as long as they wish (within the MOS contract period). • The deal will appear on both their online and mobile listing and business profile page for FREE!
THE VALUE STORY UDAC: MOLFEATURES – MOBILE SPONSOREDPLACEMENT LEADER • Appears in position #5 (before the crease/scroll down) in rotation • Prominent blue background • Click to call button Call • 200 character Promo text only on the Profile page • Locations list (Multiple Locations) link on search results page Inventory • Unlimited, in rotation Availability • All mobile headings and all markets Pricing • Market / Heading based
CASE STUDY MIGRATION TO ONLINE SOLUTION: • Client with multiple locations not getting • Total account value: $423,495.11 online visibility. • Headings: Moving & Storage, Moving, Heavy • Spending more on print. Decided to add Hauling, Movers, and Demenagement & placement Entreposage (10 online placements – SP and GSP) Towns MarketCosmo Market Metro Market Centro Market Comox Montreal Kitchener, Ontar Saint John’s, Valley, British Core, Quebec io Newfoundland ColumbiaTotal Calls Total Calls Total Calls Total Calls(12 months) =239 (11 months) = 100 (12 months) =188 (12 months) = 97ROI: 7:1 ROI: 3:1 ROI: 8:1 ROI: 3:1CPC: $11.12 CPC: $15.43 CPC: $9.87 CPC: $27.52 The average Online CPC achieved was $23.80, which was perfectly in line with what they expected to pay for a qualified digital lead
THE APPROACHPORTFOLIO RECOMMENDATION Advertiser business needs CMR provides an expert integrated recommendation YELLOW PAGES DIGITAL PROGRAM Placement Content Markets Headings Results from the YELLOW PAGES DIGITAL NETWORK (Online, Mobile and Partners) All of these product components work together (interdependent) to impact overall program performance.
THE APPROACH POSITIONING PLACEMENT YP.ca Online Placement Comparative Clicks & Calls Volume Adding MOBILE placement to YP.ca placement Increases calls and YPG actively extendsclicks by an average of : the value of placement through the Yellow 30%! Pages Digital Network The Total Value of Placement
WHY YELLOW PAGES?A NETWORK THAT CONNECTS • 1.5 million local business listings with • 25 million online Canadians and • 16 million with smartphones¹ Source: ¹Mobile Comscore Report 2012.
WHY YELLOW PAGES? YELLOWPAGES.CA AND BEYOND Premium exposure on Yellow Pages and selected partners.Any investmentin PriorityPlacementdelivers value. Note: Business listings on RedFlagDeals.com is for applicable headings only. Source: comScore Media Metrix, January 2013
WHY YELLOW PAGES?SEARCH ENGINE RESULTSWhen local buyers search on Google, Yahoo and Bing, chances are they’ll find you onYellow Pages. The high relevancy of Yellow Pages listings means they get indexed and ranked higher by search engines. A business is more likely to be found and called if the listing is placed to capture attention on Yellow Pages. Millions ofYellowPages.caSearch Results every monthstart on search engines.
WHY YELLOW PAGES? EXTENSION VALUE OF PLACEMENT 3. Business Name Searches for Non-Advertisers- Advertiser inserted in results1. Regular Search Results Pages 12. Business Profile Page on Non-Advertisers 2 3
WHY YELLOW PAGES?REDFLAGDEALS.CA BENEFITS OF YP’s DIGITAL NETWORK Red Flag Deals integrated Yellow Pages data (through YellowAPI) to plot businesses on its Deals Near You functionality. Priority Placement advertisers are also given premium exposure for relevant searches on RFD. 2
CASE STUDYCLIENT WITH PRODUCT PLACEMENT Client’s placement rotates in one of top three positions.
CASE STUDY CLIENT WITH PRODUCT PLACEMENT 2. Under the map BENEFITS OF YP’s DIGITAL NETWORK: Canpages.ca1. Regular Search Results Pages 3. Business Profile Page of Non-Advertisers
CASE STUDYCLIENT WITH PRODUCT PLACEMENTBENEFITS OF YP’s DIGITAL NETWORK WHY YELLOW PAGES? YAHOO.CA
CASE STUDY CLIENT WITH PRODUCT PLACEMENTYP.ca strong SEO delivering results on first pageYP organic result for plumbers Vancouver
THE APPROACHYP ANALYTICS REPORTING YELLOW PAGES DIGITAL PROGRAM Placement Content Markets Headings Results from the YELLOW PAGES DIGITAL NETWORK (Online, Mobile and partners) YP.ca searches YP Analytics YP Digital reports heading and market for Heading / Market data “sticks” Listing / these searches Profile data (includes Heading and Partner searches YP Analytics Market) Heading / market data does not cannot report the heading and “stick” market for these searches
QUESTIONS FOR TODAY’S SPEAKERS Melanie Gale Director, Placement Products & Performance Reporting Yellow Pages Group Victoria Hart VP National Sales Victoria.Hart@mediative.com Mediative 27 mars 2013 Mediative.com