Last week in Local 2/26/18
Join Local U for the latest public episode of Last Week in Local, a weekly conversation about the articles that attracted our attention during the past week ending February 5th. This week features Mary Bowling & Mike Blumenthal.
If you have a special topic you would like us to discuss for our other weekly feature, the Deep Dive in Local, or if you would like to be on one or the other of our segments, reach out and send us the topic and your availability. If you are interested in sponsoring this weekly show also please let us know.
Google officially began rolling out an ad unit Wednesday called "Auto" ads, which optimizes the placement of the advertisement on publisher sites based on a variety of data and insights. The "Auto" ads unit uses machine learning to place the advertisement where the technology believes the ad will perform best.
Darren Shaw, Andrew Shotland and Mary Bowling did a webinar with Myles at Bright Local on Local Search Ranking Factors.
Joy Hawkins did a case study on the ROI of Yelp ads and it showed that leads form Yelp cost 3x more than from AdWords and shows you how to calculate this yourself.
Great infographic and explanation of what's going on with Local Service ads and Advanced Verification. Mike says: It certainly appears that for many industries, the previous approach to local (free listings) may have run its course and that pay to play is the only way to keep the listing clean, fair, and trusted.
This analysis of a 3 sided market in which the monopolist changes the rules in a potentially anticompetitive way but to the benefit of consumers and businesses applies equally well to the Local Service ads that Google is rolling out
Main Differences Between the Requirements for LSA and AV:
LSA: Background checks
AV: A review of your AdWords account, video interviews, a check for fraudulent behavior
If you are a locksmith or garage door company in a Local Services ads market and you fail Advanced Verification, you will not be allowed to participate in LSA
68 New cities by July
Join David Mihm, Aaron Weiche, Joy Hawkins & Mike Blumenthal as they look at the changing roll of reviews.
Spam? What spam? Google has yet to get their spam act together against networks buying reviews. We look at the implications.
Joy Hawkins explains what to do when your business is attacked.