In an era where local connections can make or break a business, Yelp is introducing an innovative advertising solution aimed at bridging the gap between national brands and local enterprises. The launch of Local Co-branded Showcase Ads allows companies, even those without physical storefronts, to spotlight relevant local businesses directly in Yelp search results. This new feature empowers brands to reach a high-intent audience, creating meaningful connections with customers who are actively seeking local products and services.
The introduction of Local Co-branded Showcase Ads is a strategic move for brands like Pepsi and Bilt, which recognize the value of engaging with local consumers. André Moraes, Head of PepsiCo’s Away From Home Digital Lab, stated, “We’re excited to partner with Yelp on the Local Co-branded Showcase Ads campaign and to work alongside our valued local business partners. Just halfway through the campaign, we’ve already seen promising results—including a more than 25% drop in cost per lead and lift in restaurant visits.” This highlights not only the effectiveness of the ads but also the potential financial benefits for participating local businesses.
At its core, the advertising strategy builds on the previous Sponsored Collections, which allowed brands to feature local businesses but takes it a step further by incorporating real-time, customized ads. Whether it’s a neighborhood sushi restaurant offering discounts for Pepsi consumers or a local burger joint showcasing their unique offerings, these ads provide brands with an avenue to amplify consumer awareness and drive foot traffic to local partners at no additional cost.
Bilt, another enthusiastic participant, tested the Co-branded Showcase Ads with local restaurants in New York City. Nicole Treiman, SVP of Product & Growth Marketing at Bilt, noted that their campaign saw over 300,000 measured visits to partner restaurants, reflecting a substantial 5.5% increase in page views on Yelp business pages during the trial period. She emphasized, “By driving awareness to our exclusive benefits directly on Yelp’s restaurant pages, we were able to create meaningful increases in both spend and transaction volume at our partner locations.”
For small business owners, this initiative presents a plethora of opportunities to increase visibility and customer engagement. By collaborating with national brands, local businesses can tap into broader marketing resources and drive new customer traffic. However, it also raises questions about the nature of partnerships and the balance of power in advertising relationships.
While the benefits are clear, small business owners may want to consider a few potential challenges. Engaging in co-branded advertising necessitates careful collaboration between brands and local partners, ensuring that messaging aligns with the values of both parties. The effectiveness of the ads also hinges on consumer engagement; without compelling visuals or incentives, even the most well-placed ads could fall flat.
Despite these challenges, the Local Co-branded Showcase Ads program showcases Yelp’s commitment to enhancing the connection between consumers and local businesses. By leveraging its extensive reach into communities and the shopping behaviors of its users, Yelp aims to provide non-location-based brands with a platform to support their local business partners authentically. This mutual benefit is a significant selling point for national brands looking to enhance their local presence.
As the advertising landscape continues to evolve, small business owners seeking to boost visibility would be wise to consider how these new initiatives can align with their marketing strategies. The promise of increased foot traffic, strengthened brand partnerships, and higher visibility through innovative advertising solutions is undeniably appealing.
For more information on how your business can harness the power of Local Co-branded Showcase Ads, visit Yelp for Brands. For further details on this new advertising program, you can read the full announcement here.
Image Via Yelp
