Quarterly Product Showcase: Yelp Audiences

Kadecia: I always love it to know where people are in the world as you join. I personally am just outside Cleveland, Ohio. I have Mike Romano with me. Mike, tell the people where you are.

Mike: I’m in Jersey City, right outside of Lower Manhattan, New York.

Kadecia: All right, so a little bit more action. So if you want to pop in the chat where you are, what’s happening, what you do, we’d love to see it. And we will get started here in just about 10 seconds.

All right, let’s do it. So welcome to Yelp’s Q2 product showcase. Our objective today is to tell you more about Yelp, talk to you about the Yelp audience, and really the best way you can reach that audience across the digital landscape. So myself and Mike Romano, Yelp’s product expert, will be your guides today, lead you through this discussion, take questions. So feel free, as I said earlier, to pop questions into that Q&A. We want to have a nice dialogue here about everything we have to offer. Our goal is that you feel leaving really informed about Yelp and empowered on how to reach our customers.

So I’m Kadecia Ber. I am a 14-year Yelp veteran, and so I’ve had the good joy of working with all kinds of businesses across the landscape, from local businesses to mid-market, to enterprise and brand. I currently lead Yelp’s multi-location solutions team. And so what we do is we work on the attribution and digital measurement strategy for our clients. We want to make sure that anyone who buys with Yelp and advertises with us is getting the most bang for their buck. So we have a whole team really specialized to make sure our advertisers get the most out of their performance marketing. And Mike, tell the people about yourself.

Mike: Thanks, Kadecia. Hey everybody. I’m Mike Romano and I’m the lead product marketer on Yelp’s new programmatic offering, Yelp Audiences. I have roughly 10 years experience in the digital marketing world, and I have a bunch of experience with regards to programmatic and the ecosystem of programmatic. And yeah, know a lot about different audience products throughout the ecosystem, and obviously an expert in Yelp Audiences. So excited to chat with you all about this product.

Kadecia: Thank you, Mike. And so we have three … Oh, before this we want to actually send a quick survey out to our audience. We know people are joining us from all across the field, all across the digital landscape. So we have a quick survey to really ask you guys how well do you know programmatic advertising? Is it something that you are involved with every day? Do you watch from afar? Are you just sitting down at your computer on your phone receiving it? Let us know how familiar you are with programmatic. And that will also let Mike know how deep in detail to get as we talk about our products today.

Mike: Yeah, if I should fully nerd out or just partially nerd out, basically.

Kadecia: Yeah, I’ll try to stop you from nerding out, but if you want to do it, if the people want it, I’m not going to stop you. So they will let us know, for sure.

Mike: Sounds good.

Kadecia: So we want to focus on three areas today. We want to talk to you about Yelp’s ready-to-spend audience. We want to talk about our product, of course, that’s Yelp Audiences, and we want to give you some examples of that product and give you some tips on how to launch a successful campaign with us. So one of the things we talked to a lot of our customers about is the guesswork when it comes to digital advertising. Yelp wants to help you remove that guesswork.

It’s springtime. I recently took up golf. I’m not very good at it, but one of the things I think about with digital advertising is it can be a lot like golfing. The closer you are to the target, the more rewarding it is, the more exciting it is. You put something together that works, but sometimes you take a shot and it’s way out of bounds. And I know when we’re out of bounds on digital marketing, that means we spent money that wasn’t effective. And so what we want to do today is talk to you about how you can really take that best shot with Yelp by really reaching targeted audiences that can help make a campaign successful.

So hopefully everyone here is a Yelp user. You have the app, you are frequently going to the site for everything you need, be it a restaurant for that Friday night date or a doctor for that Monday sickness. But if you’re not a Yelp user, one of the things I always say is really important to understand about Yelp is why consumers engage with the platform.

I’ve always said Yelp is not a search engine, it’s a decision engine. So consumers really come to us when they need to find a business, but they’re undecided on where to go. So given the nature of how people use Yelp, the majority of our searches are unbranded. In this example, someone’s looking for a plumber. I was actually in this situation a few months back, where I had a pipe burst in my kitchen and flood my basement at 9:00 PM at night, and I urgently needed a plumber. So I went on Yelp. I couldn’t call the guy who normally comes and does my fixes. I found Roto-Rooter. So big shout out to Roto-Rooter, who was able to come that evening to repair that leak and start some restoration services. And so when we think about how people are using Yelp, it’s really when they’re in need, but they don’t know who to go with. Anything to add here, Mike?

Mike: Yeah, some additional color here. So yeah, we equate unbranded searches with undecided purchasers, and this is an extremely valuable audience to reach for all types of businesses. They represent an opportunity for you to drive real incremental business results as most of these folks are not considering your offerings when they’re visiting our platform. So we’re able to increase sales and revenue totals for your business by tapping into an audience who’s about to make a purchase and undecided.

Kadecia: Exactly. So we covered the first thing to know about Yelp, and that’s why customers are using it. The second thing to understand about Yelp is where our customers are in the marketing funnel. So if you think very at the top of that funnel, we have awareness, then we have consideration, and then we have conversion. And the Yelp audience is typically at that point of conversion. So people come to Yelp when they’re ready to purchase, they just haven’t decided who to purchase from. And what we found is that businesses who are able to reach that audience really have an opportunity to drive sales, to reach new customers, and to build loyalty with the consumers who you may not have captured otherwise. And how do we know this? It’s because we survey our users. And so 86% of our users say they are undecided about where to make their purchase, and that’s why they’re coming to Yelp. And then 83% make a purchase from a business they found on Yelp. So the buying signals of the Yelp audience are very, very strong. Mike, what’s your experience here?

Mike: Yeah, I used to be an ad buyer on a number of different marketing platforms with search functionality, and I always like to think about the intent of users on Yelp versus or compared to the intent of a person on another user content platform. So Facebook, Instagram, Snapchat, et cetera. They have very engaged users that are receptive to brand messaging, but many of these folks are not actively searching to buy a product or a service on these social platforms. So that leaves a lot of guesswork for marketers to figure out which audience is most receptive to their brand’s messaging. And the Yelp Audience products removes that guesswork by leveraging a rich search query data, sorry, rich search query data.

Kadecia: Definitely. So if you’re on Yelp because you want to book a relaxing spa day or find a car repair, find a gift, we really have a solution for a wide variety of consumer needs. And so we know we have over 70 billion annual searches on Yelp. When I think about Yelp, historically, a lot of people know Yelp as a restaurant site, Hey, I’m going to go out to a restaurant this weekend. I’m looking for a brunch spot, I’m going to go out to a bar. But what we are finding more and more is that consumers come to Yelp and really engage when they need to find essential services. So if they’re looking for home services, if they’re looking for auto repair, you need a doctor, you need a realtor, a financial advisor, you name it, we have all these searches going on across the site every single day.

And with our audiences, we’ve talked a lot about consumers, but we also have a business audience on Yelp. And so we have these two really distinct groups that our marketers can reach, 73 million monthly users on the consumer side, 6 million active business owners on the site. So when we’re working with our clients, our media partners are really able to access not only this B2C, but also this B2B audience.

Mike: Yeah. And some additional info on this, so these are the main overarching audience buckets that we provide advertisers, but we customize these audience segments for each advertiser we work with. So audiences like parents, foodies, sports enthusiasts, travelers, these are some of our best hits, but we customize each one specifically to the advertisers’ needs, and we give a level of transparency and insight into our audience data so advertisers know what they’re buying, and we can adjust these search query parameters within each custom audience, however an advertiser likes. So a lot of power, and that’s really where the value prop comes from Yelp Audiences.

Kadecia: I feel like you’re starting to geek out a little bit, Mike, so let’s move into the product. And this is what we’re really here to talk about is the nuts and bolts of the Yelp Audience ad solution. And so I’ll let Mike do what he does best and start to take us through some of these product details.

Mike: Thanks so much, Kadecia. So yeah, Yelp ads product has evolved quite a bit over the past two decades. We used to exclusively only work with brands with brick and mortar locations, such as Starbucks, PetSmart, Taco Bell, and if you didn’t have a physical address, we couldn’t really work with you. And we would primarily use on Yelp ad placements when working with these brick and mortar brands. So recently though, we’ve created a new innovative ad product that is super powerful for non-location focused brands, and that is Yelp audiences, which allows advertisers to target highly relevant B2C and B2B audience segments across the internet. So not just in Yelp’s ecosystem, but throughout the entire internet. And this programmatic product can help advertisers drive a number of different key performance indicators such as reach, site visits, sales revenue, brand lifts, and many more KPIs. So yeah, very versatile products and can be leveraged in upper funnel and lower funnel campaigns.

Kadecia: Yeah, and I love that you speak to the history of Yelp. I’ve been here for 14 years and when we started, this was a product for just local businesses. So you would come to Yelp, you could advertise on platform, you had to have that brick and mortar location. And for many years that’s where the product set and it was great as far as being utilized by our local business owners. But over the years it’s evolved. Having this opportunity for non-brick and mortar locations or brick and mortar brands to work with us is great, but even better is what we’re able to do now with reaching that Yelp consumer across the digital landscape. So a lot of evolution, which we’re happy to let everyone know about.

Mike: We’ve definitely come a long way, Kadecia. Yeah. So here’s a deeper look into how Yelp’s Secret audience sauce is made. We can infer quite a bit based on someone’s Yelp searches, as I mentioned earlier, and we curate and customize each one of these audience personas by using this rich search data. So let’s take a look at a few examples from Jess here on how we build our audience personas. So based on her searches for different types of cuisine, for example, we can safely assume she’s an adventurous eater with a strong likelihood of being a foodie. We can also make a pretty strong case after a few pet related searches that she made in the past that she’s most likely a pet parent. Not too many folks are searching for pet supply stores or dog parks and they don’t own a dog. So this is pretty solid data that we could leverage and make very intelligent assumptions and highly relevant targeting campaigns.

And then, lastly, someone conducting car maintenance searches like oil change, which reminds me I have to do this very desperately for my car, is someone who owns a car. They’re not normally doing this with a rented car, for example. So yeah, really, really strong intent can be discerned from this search data. And we could build audience personas like these for any advertisers. So all you have to do is give us a few search queries or we could come up with a few search queries to start with, and we could work from there to really build something powerful for you.

Kadecia: Yeah, and what I love about this example, it really even shows how people use Yelp through their own life cycle. And so you might use it for restaurants. I know I got a COVID puppy three years ago, so my searches changed dramatically for dog parks and veterinarians and such. And even becoming a homeowner and starting to enter some of those changes. And so as that consumer is going through their day-to-day, Yelp really becomes that go-to source for the things that they’re looking for.

Mike: Next, let’s take a look at the other types of rich data signals, which we lever in Yelp audience segments. I’ve definitely covered search queries quite a bit so far, but that isn’t the only data signal that we leverage in our audience product. We also leverage a good amount of page visit data. We’re able to get an idea if someone has an affinity for something based on their page visits. So for example, my fiance, she loves frequenting thrift and department store pages, and it’s pretty obvious that she has a shopping addiction. So we’re able to then bucket her in a specific audience related to Shoppers Anonymous or whatever we want to call that persona or define that persona as.

Kadecia: Shopaholics, is that what you were saying?

Mike: Shopaholics. That’s the one. And then, lastly, so page visits, search queries I’ve covered, actions and engagement data is another key pillar of our audience personas. And we can use actions such as clicks on a call to action button on our platform or a user adjusting their filters a certain way to further curate and customize our audiences.

Kadecia: Yeah, and I love all these unique data points we have because it really just reinforces that that Yelp consumer’s at that point of conversion. And so when we talk about those user actions, people mapping directions into a store, directly calling a business, calling to schedule their appointments, and even going to the website and making purchases are all things we see happening on a really regular basis. And so those become just even stronger signals across the site that this is an audience that’s highly engaged in making that next step to purchase.

Mike: Great point, Kadecia.

Kadecia: Yeah. So here’s an example again of that user journey. And we worked with Chipotle, who wanted to reach consumers who were looking for groceries, and they wanted to let those consumers know that it’s really easy to stop by Chipotle and get a takeout dinner. And so this is an example here of our consumer, Jess, she’s going to host a brunch, she’s gone to Yelp to look for a grocery store, and now Chipotle has that opportunity to target Jess very shortly after she’s done that search on Yelp. And so we know she’s in market for groceries, we know that that is one of the buying signals that Chipotle wants to center around when they’re reaching their consumers, and we’re able to really make that connection at that moment in time to reach a consumer like Jess. And so I’m certainly guilty of buying a bunch of groceries and then picking up food. I’m sure I’m not the only one. And so it’s a really unique buying signal that Yelp is able to offer through our audience.

Mike: I’m very guilty of that multiple times a week, Kadecia, so I’m right there with you. Not the best cook or the most determined cook, I should say. And just an additional note on this is that our data updates in near real time. So Jess’s search for grocery stores is indexed within minutes of her searching on the Yelp platform. So Chipotle’s Yelp audience campaign can advertise to Jess pretty much immediately. And reaching users immediately after a search is so powerful. You’re essentially able to reach a user when they’re top of mind for food in this case or groceries in this case. So really powerful stuff and has shown a lot of value for our advertisers, and that’s why they continue to invest with us.

Kadecia: And I think we have another example of a consumer here who is in search for tires. And so we have Michelle, she’s gone on Yelp, she searched for tires, and now Firestone is trying to reach her across CTV. And so obviously Firestone wants to reach consumers who are in the market for tires. And so they’re taking this search and putting it on Modern Family, when she’s sat down for the evening to watch a show. And the great thing about this too is CTV is such a large growing audience. Any marketer out there knows that those dollars from linear TV to CTV are moving really quickly over. And so this is another place where you can really utilize Yelp’s first party data and reach those consumers who have just done those searches. And I know you’ve seen a lot of success, right, in the back end of measuring these campaigns, Mike?

Mike: Definitely, definitely. This is one of our most emerging ad formats for Yelp audience. And yeah, connected TV is an emerging channel in which advertisers are looking to get more targeted on. In the past, terrestrial TV ad buys were very untargeted and was mostly based around content. Now we’re able to leverage our rich audience data on top of CTV buys, which makes it super powerful. And not only that, we have quite a bit of one-to-one deals with premium CTV providers such as Hulu, Paramount plus, Roku, Samba TV, and those deals are really great for advertisers because we essentially gain cost efficiencies that advertisers normally wouldn’t have with these one-on-one deals. And we’re really leveraging the scale of which we’re buying Yelp audience campaigns to get the best bang for the buck for advertisers.

And then, last but not least, our custom design display ad unit called Dynamic Yelp Content Ads. So this is a really unique product for us. Essentially, we work with advertisers to create a co-branded display ad, where an advertiser’s messaging takes up 50% of the ad real estate and our Yelp map and carousel widgets take up the other 50%. This is a interactive ad where the user can click the Yelp widget and mess around, check out the different locations on the map, or even get a high level understanding of the reviews for a given business and while also getting messaged by the actual brand on the left-hand side.

Furthermore, it leverages the Yelp API to get real business data pipes directly to the ad. And advertisers have seen exceptional click-through rates with this ad unit, as well as really strong cost per acquisition efficiencies. It’s truly unique in that sense, where you don’t really see too many, you see a lot of gifs or video display ad units. You don’t see too many interactive ad units like this. So it’s truly a unique thing. And also tech partners don’t normally, they aren’t normally in the business of creating custom creative like this. So we’re pretty much in one of one in terms of being a tech partner that is offering custom creative.

Kadecia: Yeah, I know this is a really exciting unit and we’ve seen a lot of clients take advantage of it, and even just to drive people back into store. And so you’re able to put that dynamic Yelp ad in front of them, showcase your brand and put a map in front of them so they go in store to buy, which is fantastic. I know we had a couple of questions come through. I know someone says, do we have any data points from medical spas? We don’t in this step, but we have certainly worked with medical spas in the past, and I’ve seen a lot of success there, especially when it comes to just measuring those bookings directly online and getting feedback. So I’d love to get you talking to someone at Yelp just to further learn about that. So let’s talk about successful Yelp campaigns. We have a couple case studies we’ve put together for you, and so we’re going to dive right in.

Mike: I’ll take this first one. So we worked with Visa recently to target small business owners for one of their credit card campaigns, and they had a goal of increasing brand awareness and we were able to assist them to increase consumer sentiment 12 percentage points through our campaign. And that’s huge for a brand like Visa, which is massive. Everyone knows it. To see a delta of 12 percentage points is really, really impressive, and they have already signed up for more brand lift study campaigns.

And some additional points, we measure brand lift through third party brand lift studies partners and other, we actually have a whole portfolio of third party attribution and measurement partners, so we can leverage those on a case-by-case basis depending on what an advertisers primary KPI is. And then, yeah, Yelp’s … one last point is Yelp’s small business owner and decision maker audience is one of our most powerful audience segments. Yelp is powered by small business owners going onto our platform and creating business pages. So this is a really, really rich audience that you won’t find anywhere else. There really is no other digital publication or website that captures small business owner data like we do. So that is a really unique value prop for us.

Kadecia: Yeah, Visa’s such a great example. Another example we have of how a Yelp audience was used to drive return on ad spend is with one of our furniture retailers. So in this instance, furniture is a big ticket item. We know that people tend to buy at specific times in life, and this retailer wanted to reach folks as they were moving. And so we have a ton of searches for movers on Yelp, and they were able to take that data and use that retargeting to reach the audience that they were looking for.

And so really great results here, a 16:1 return on ad spend. So again, when you’re thinking about how do you reach people at these specific moments, how do you get in front of that customer who might be in market for what you do? Utilizing that audience at the right time really makes a difference. And so we see that with our clients time and time again.

So now a half hour in, we want to turn it over to you and would love to take any questions as far as you have audiences that we can answer for you today. So it looks like I have one here. What are some key differences between Yelp’s audience product and other programmatic audience providers? Mike, do you want to take that one?

Mike: Yep. I can take this one. So the primary difference is that we leverage our own first party data from our platform, while many programmatic audience providers leverage primarily third party data that they’re getting through a network of sites or publications. So the assumption made from this transactional data, for lack of a better term, can be pretty flimsy compared to our first party search and social platform data. So we own this data versus other programmatic audience providers like Oracle or Experian, they just have a bunch of data brokers that they aggregate and then create audiences that way.

Kadecia: Thanks, Mike. I have a question here from Jennifer asking how are you tracking return on ad spend? Jennifer, we can do that a couple different ways. In a few different ways. So we will work with third parties like LiveRamp, who are actually able to track that transaction data and look at the audience that was exposed to a Yelp ad and that audience that ended up transacting online or in store. So LiveRamp’s one of the partners we do that with.

Mike: You can also, Kadecia, I could take a-

Kadecia: Oh yeah, go ahead.

Mike: You can also, so Trade Desk is the platform that helps power Yelp Audiences and they have pixels, dynamic pixels that can be leveraged and pass through values for revenue and then return on ad spends. So essentially we could plug in directly to whatever attribution partner or analytics platform that you’re leveraging on your end. We could plug into that and get those revenue values passed through to our campaigns so we could calculate ROAs.

Kadecia: Yeah. And then another tool we have that’s actually first party is the ability to track store visits. And we also work with a couple different third parties that track store visits as well. And so we’re able to offer that in-store tracking to know who are we driving, and sometimes working with our clients, those conversion rates to figure out we turn on ad spend in store. Another great question about attribution is are you able to track in-store purchases? Do you want to take that one, Mike, or do you want me to take it?

Mike: I could take it a little bit. It really depends. We’re able to do a tieback through our API, our store visit API. But yeah, it really depends on if you’re able to track it, then you could pass that data to us and we could then map it back. But yeah, you probably have a better sense of that, Kadecia.

Kadecia: Well, I mean that one can be tough. I know with some of our CPG brands we work with IRI. So for instance, if you have something you’re selling in a grocery store and you have a provider who’s able to track that, we are able to work with a company like IRI to figure out how many of those purchases happened in store. And so we’re always looking at ways to build out those pipes to really get nice strong attribution numbers. I love being able to track dollars. I don’t know who doesn’t. And so we will always work on figuring out a model to get us really down funnel to make sure you’re getting a nice return on ad spend. Here’s a great question. Could you provide a bit more information about how B2B targeting works?

Mike: Yeah, I could take that one. So we leverage a number of different data signals for our B2B audiences. A lot of it deterministic data, so like email addresses for instance, for business owners, logging into their business profile page. That is one of the primary sources that we use for our B2B audiences. But then we’re also able to further slice and segment those audiences based on the type of business, the size of business, the ratings of businesses, et cetera. Basically any filter that you have access to as a consumer on the Yelp audience platform, we could segment the businesses that way and thus the business owners and business decision makers that way. So yeah, I think that covers it.

Kadecia: Thanks, Mike. Another quick question someone asked is in-store visit tracked using Placed. So we are able to track store visits with Place. They are one of our partners. We also have Yelp Store Visits, which is a first party data that we have where we’re able to track store visits. We work with Cubic as well to track store visits. And so we are always kind of willing to work with the right partners to make sure we’re able to get that measurement over to folks.

This is an interesting one I see in the chat here, I’m going to flip over. Our business is custom build and resell mobile homes. Can you help us target these specific clients? This sounds like a really cool audience to build.

Mike: I think so. We have a lot of people that research movers, for instance. That might be, I’m just going off the top of my head, that’s a very valuable audience for people recently moving to a lot of different brands. So maybe that would work. And then also maybe real estate companies, somebody searching for realtors might apply for a mobile home business. And yeah, price range, 50 to 500K. Yeah, and we could look at certain segmentation of GOs maybe that fit that demographic of 50 to 500K price point, so we could look at certain regions that align with those type of investments, home investments.

Kadecia: Yeah, I love this question because I think it really reflects how we can go in and get really creative with the audiences. So I don’t know a lot about this category, but I do know, you probably know for your business, who’s my ideal customer? Who’s in the market for what I have to offer? What are some of those traits? And so typically when you’re working with those, there’s a questions we’re asking to really understand what kind of audiences are you looking for? What campaigns have you run in the past that have been successful? And those are the types of things we like to apply when we look into that Yelp audience and put together a campaign for you.

All right, the questions are rolling in deep now. Someone asked, you mentioned generic searches. How many monthly visits are there for Las Vegas hotels? That is information we have, but I would not know off the top of our head. And so typically when we are starting to really look at that addressable audience, how many people can I look in front of when you’re working with one of the Yelp salespeople, we start to look at how many searches are out there, what’s your voice? Can you go on and get and build those campaigns around that?

Mike: And I’m looking at Derek’s ROI questions. I think he’s asked it a few times. We would really need to have a deeper conversation with you, Derek, with regards to why you’re seeing a lower ROI from Yelp versus your walk-in ROI. A couple of hypothesis that I have maybe with regards to your walk-in ROI. A lot of these folks are very familiar with your brand. They’re obviously coming into your place of business, so they’ve heard about you in some way, shape or form and are already pre-messaged and pre-branded. So think of that as kind of organic revenue that you would be getting by default. Yelp ROI, but alternatively is net new incremental if you’re, for instance, spitting on unbranded search terms, those are people that don’t know about your business by default because they’re not searching for you in our platform. So those are net new. And normally we see that. We see net new incremental ROI not being as cost-effective as somebody walking in or organic ROI.

Kadecia: Yeah. And I know there’s probably a lot of detail we want to get into, and one of my thoughts is, do we have Yelp Store Visits turned on? Is that an option in your case to even just understand who’s walking in from Yelp? All right, I’m going to pop through to see if we have a few more here. This is interesting. You want to take one and throw it at me, Mike? I see one from Jennifer, are you able to exclude current customers from being counted in store visits? Store visits is a tough one to do this with because you really have to know … we’re able to match a list of loyal customers. So sometimes, depending on how your business tracks your customers, if you actually are able to know when someone transacts, if they are a return customer, a repeat customer, there are ways we’re able to work with a company like LiveRamp and exclude those people when we’re starting to measure transactions.

I haven’t seen a way to do that yet with store visits, because you really would have to have a list of who walked in and if they came in before, and it’s hard to cross-reference that unless they transact. So there’s ways that it’s possible to do that at the point of transaction, and that’s normally going to be because you have a loyalty list and you’ve identified those customers. Maybe they’re in your EMO database. And once we have that kind of solid information, we can start to make sure to strip away all privacy information, of course, and figure out some matching to exclude customers like that. Did I get that right, Mike?

Mike: Definitely, Kadecia. I think that’s the easier way of going about that, is trying to do some overlap analysis in terms of your actual CRM database, and the net new people that have walked in and their CRM and whether it’s an email address or names, et cetera. Try to map back that data to your own data to see if there’s any net new visitors coming through our campaigns.

Alternatively, which is a whole different conversation, you would have to potentially run an incrementality test, which is definitely a emerging type of testing with regards to … so you could do a geo holdout incrementality test. So essentially taking two different locations, looking at when you advertise Yelp Audiences for one location, the impact versus don’t advertise at all for the second location and kind of measure it that way. There’s a number of ways to make that as clean as possible. So a geo holdout. And then creative incrementality testing is also one where you would show essentially a PSA or something not relevant to your brand to the target audience. Measure how store visits, how many store visits you get from that PSA, and then compare it to a Yelp audience campaign where you’re actually messaging your brand and see how many store visits you get that way. So that’s another way to measure incrementality. But yeah.

Kadecia: Great. You got really deep into that question. It came from Jennifer and she said, “I have a list, which I love, because she’s ready to play ball.

Mike: Nice.

Kadecia: Let’s maybe take one more question here, and I like that we’re getting to nuance. I see Kevin asked a question about wine and spirit stores with 575 locations in one state, and if we’d be able to track sales with each individual store and if we’re able to track online sales also. And so I actually feel this question is a little bit similar to the question that Jennifer gave us as far as being able to track online sales or in-store sales. Both of those things are possible. And so it’s all about having the right pipes in place, so looking at what kind of vendor we want to use to understand the transaction pieces and making sure we’re connected on the Yelp side and the vendor side. We’re able to do that tracking for you. Mike, do you want to get any more specific with it or is that a good overview?

Mike: I think that’s a good enough overview. I don’t have any additional color. But yeah, we could discuss further. And I think it’s a good segue to if you have any other questions at the end of this, feel free to reach out to us at brands@yelp.com, and we’re constantly fielding questions and talking to advertisers through that email alias. And yeah, I think … any other questions? I’m just looking through the chat.

Kadecia: Yeah, I think we’re wrapping up on time here. And so if you’re someone who is a current Yelp client, you want to have these conversations with your Yelp sales rep, just shoot them an email. Say you want to talk more about Yelp Audiences, they’ll be happy to let you know what’s possible and what we can do.

I know we weren’t able to get to every question today. Someone asked, is there a free trial or can I connect and learn more? Definitely. As Mike mentioned, brands@yelp is the email address, so feel free to send those in if your question get answered, and we’ll make sure to address those. But most importantly, thank you for being our audience today. I love to talk about what we do here. I love to work with businesses just across the country and across the spectrum of everything that our business leaders and marketing leaders do in the world. So thank you so much for joining us.

Mike: Really appreciate the time, folks. Thanks for joining us. And yeah, thanks for being so engaged and all the great questions. We hope to hear from you in the future and looking forward to bringing you more of these types of webinars.

Kadecia: All right, thank you.

Mike: Thank you.