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#RampUp17: Click to Brick: How to Achieve a 15:1 Return on Ads Spend

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Speaker:
Dylan Swift, National Marketing, Yelp

Published in: Marketing
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#RampUp17: Click to Brick: How to Achieve a 15:1 Return on Ads Spend

  1. 1. Click to Brick How to achieve 15:1 return on ad spend
  2. 2. Yelp Exists To connect people with great local businesses.
  3. 3. 73 Million monthly visitors via desktop (As of Q4-2016) 121 Million total reviews since inception (As of Q4-2016) What’s Happening on Yelp?
  4. 4. 89 Million monthly 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
  5. 5. Who uses Yelp? Relatively Affluent, Educated Adults 59% are age 35 & over 74% have a College Degree 69% earn 60k+ annually
  6. 6. A Nielsen study found that… Source: Nielsen, 2013 Why do people use Yelp?
  7. 7. YELP ADS: SEARCH RESULT PAGES
  8. 8. YELP ADS: COMPETITOR’S PAGE
  9. 9. YELP ADS: THE LAST MILE PROBLEM
  10. 10. YELP ADS: THE LAST MILE PROBLEM Visits store & purchases? Clicks on Ad Views Yelp listing Maps Directions User searches on Yelp ? Visits Store & Purchases
  11. 11. TRACKING ONLINE TO OFFLINE
  12. 12. MEASURING ATTRIBUTION Action Attribution Window Ad Click 30 Days Ad Impression 1 Day
  13. 13. Discount Tire received a on Yelp Ad Spend 15:1 Return RESULTS …which led them to more than double their investment in Yelp Ads
  14. 14. A national clothing retailer ran a campaign during the holidays and achieved a on Yelp Ad Spend 32:1 Return RESULTS
  15. 15. 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
  16. 16. Click to Brick How to achieve 15:1 return on ad spend

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