YP has launched a new PPC platform “ypSearch Marketplace” to appeal to the local-nationals. It is a paid search, bidded marketplace that taps into company’s 80 million monthly users on the PC and mobile platform. It is also the infrastructure behind last week’s one-stop shop PPC offering for small businesses.
The newly launched ypSearch Marketplace allows the marketers to import or modify current campaigns and run them on the YP network. The tools, bidding and reporting are almost identical to those found in Google and Bing.
YP argues that its network audience has higher purchase intent than general search users:
According to a recent comScore study commissioned by YP, 77 percent of people who initiated a search on YP contacted a merchant after their search and 66 percent made a purchase of goods or services from a merchant after their search.
The data about buying intent of local users is consistent with a large body of other information in the market:-
- Local search users, especially mobile users, tend to convert at higher rates than general searchers.
- A higher amount of mobile search is skewed towards local intent queries.
- Geotargeted ads or the ads that are locally relevant outperform traditional, non-geotargeted search and display.
- Local phone numbers in PPC ad copy drives 3X to 4X the conversions of 800 numbers.