Today, consumers are increasingly turning to mobile search for answers throughout the purchase process, and local searchers are no exception. This audience is a highly valuable target for marketers because of their strong purchase intent ─ 78% of mobile phone searches for local products and services result in a local purchase, according to eMarketer (1).
Delivering the Audience
As a leader in mobile and local search, YPSM Marketing Solutions can deliver that mobile local audience. YP has more than 70 million monthly visitors to its digital properties – yp.com and the YPSM app – many of whom are searching for a local business or service (2). According to a comScore study commissioned by YP, among those visitors, 77% of people who initiated a search on YP contacted a merchant after their search and 66% made a purchase of goods or services from a merchant after their search (3).
With ypSearch Marketplace℠, YP offers national brands access to a valuable local audience via a real-time auction that can deliver high quality clicks, calls and conversions. Marketers for national brands looking to expand their reach in local markets have seen results on ypSearch Marketplace “Front-end performance was extremely strong and CPCs were significantly lower than our traditional paid search campaigns,” said Havas Media Search Marketing Specialist Madeleine Bonnanzio.
Now YP is integrating with Acquisio to make it even easier for national brands to expand their reach and connect with YP’s valuable audience. The integration will take place in phases, which will begin with the ability to view reporting on ypSearch Marketplace campaign performance with Acquisio reporting tools. Future integration plans include the ability to easily clone existing Acquisio campaigns and manage them through ypSearch Marketplace or synchronize campaign changes through the Acquisio platform.
How it works
Getting started is easy. If you’re an existing Acquisio client, just set up a ypSearch Marketplace account and start a campaign. After you link to the Acquisio platform, you’ll have access to a variety of reports, along with insights on your web and mobile search ads at a campaign, ad group and keyword level.
View ypSearch Marketplace reporting together with other platforms and easily compare your search ad performance. You can also automate your preferred reporting features. And direct customers who sign up for ypSearch Marketplace and run a campaign in Q3 or Q4 of this year will be given a 50% credit on the 1st month’s billing from YP.*
A new way to connect locally
By combining the ypSearch Marketplace valuable local inventory and the power of the Acquisio Search platform’s reporting capabilities, marketers for national brands have a new, more effective way to expand and connect with a local audience.
Learn more about ypSearch Marketplace℠ and how Acquisio clients can benefit from access to 70 million local customers.
*Cannot be cancelled in the first 30 days. Offer good for 50% billing discount on CPC charges incurred for campaign run during first 30 days after initial campaign launch. Offer is good until 12/31/2015. Incentive credit must be used by year end. Total credit per customer not to exceed $20,000.00
1. eMarketer U.S. Spending forecast Q2 July 2014.
2. YP Internal Data, June 2014
3. comScore “YP Value Proposition Study Report,” October 2014, commissioned by YP