Live Connect AdsHenry, Giles

OpportunityOn-line Search/Ads Channels do not support the need of independent professionals and SMBs as well as it should• Online Ads channels spend is not effective to

their business:• Don’t have time nor in-house marketing resources to

nurture green leads• Don’t know how to effectively convert volumes of

green leads

• Business owners rather spend time close Sales Ready Opportunities • rather NOT support cold opportunity request; want all

request to be service qualified• Looking to buy Sales Qualified Leads from any online

ads channels

Consumers prefer to buy services from local providers online; they are NOT served as well as they should by On-line Search/Ads• Service reputation engines deliver superior use

models to Search/Ads providers • Consumers do not want to spend browsing time to learn

about services, compare and shop like typical e-commerce scenarios

• Consumers want to make informed buy decision and close the sales ASAP – and move on with their life.• Buy decision based on service proximity and availability

information• Final buy decision on information about, comparison of

services based on local reputation, word-of-mouth• Search/Ads do not provide such information

Let’s examine current capability

• Use Case: Home Owner looking for plumbing services to repair burst, frozen water pipe• Home owner’s choices:

1. Use Online Yellow Page ads (yp.com)2. Use search engine ads (yahoo.com)3. Use reputation sites recommendation (homeadvisor.com - free,

angielist.com – paid)

Use yp.com to look for local plumber

• Insert yp.com animation

Use yp.com to look for local plumber

yp.com did not seem to service plumbing service owner well… • As a yp.com advertiser, plumbing service pays

for the impression displayed

• yp.com provides click thru leads to website; likely there is no one knows how to deal with click thru leads

• yp.com provides plumbing service phone numbers; likely this call is routed to an answering service

As a yp.com user, consumer effort is HIGH to find a suitable plumbing service…• yp.com provides a list of plumbing services after

entering city/zip, navigate through type of services• Home owner cannot find information when the

plumber can show up• Home owner needs to learn about plumbing

services candidates (further browsing, navigation…) to narrow to a short list

• Home owner needs to call each short-listed plumbing service to know about service availability; likely home-owner call is routed to answering service most of the time.

• Home owner is left wondering if one made the right choice?

Use yahoo.com to look for a suitable local plumber

• Insert yahoo.com animation

Use yahoo.com to look for a suitable local plumberyahoo.com is better than yp.com for the advertiser but there can be improvement…• As a yahoo.com advertiser, plumbing service pays for the

impression displayed

• As a yahoo.com local advertiser, plumbing service ad appears on sponsored SERP• Typically URL to plumbing service ad landing page (or

plumbing service website)• Tag(s) line description(s)• Plumbing service need to use ad-agency (SEO) to make

create landing page – more $

• Usually national plumbing service typically appears ahead of local service as they are likely to bid higher

• Ad Landing page displays phone contact information• National service is likely to have a dispatch services to its

local affiliate• Local plumbing service contact are likely route to an

answer service

As a yahoo.com user, comparably high effort to yp.com is required to find a suitable plumbing service…• yahoo.com provides a list of plumbing services who

advertise to keywords• Home owner have a short-listed sponsored ads

candidates to choose from• Home owner needs to learn about plumbing

services candidates (further browsing, navigation…) • Home owner cannot find information when the

plumber can show up. Home owner needs to call each short-listed plumbing services to know service availability; likely home-owner is route to answering service

• Home owner will have to make a decision: one is left wondering if one made the right choice?

Use Home Advisor to look for a local plumber

• Insert home advisor animation

Use homeadvisor.com

Much better place for the plumbing service to advertise – closest to SQL• As a homeadvisor.com advertiser, plumbing service pays for the

qualified lead ($25/SQL)

• As a homeadvisor.com advertiser, plumbing service is assured that they are well presented to the consumer compared to their competitors

• Homeadvisor.com creates landing page for the plumbing service outlining its capability

• Homeadvisor.com allows the capability to create discount service coupons

• Homeadvisor.com show plumbing service certification and credentials

• Homeadvisor.com allows plumbing service user with ability to rate and review plumbing service

• Homeadvisor.com does more than just provide contact information

• Homeadvisor.com send SMS to plumbing service regarding SQL• Homeadvisor.com provides local service with mobile application to

respond to SQL

This is the most effective, least effort to find a suitable local service• Homeadvisor.com provides on-line sales qualified

plumbing services• Presentation of short-listed of candidates to choose from

that met Homeadvisor.com standards of quality• Easier to compare between qualified candidates – each

service is presented in a concise, one page standard format

• Home owner learn about each candidate credential as well as local reviews

• Simplified sales qualification next step• Home owner can call or request a call-back from

candidates that one reviews

• In case of an emergency service situation, the home owner will receive immediate call back

• Home owner is much more at ease as one can interview each of the candidate.

Further improvements can be made…Further improvement can be made on the advertiser model…• Advertisers prefer better mean to control

when their services are presented to qualified buyers• Do not present my service when I have no

service resources available• Do not present when I have little chance to

win the service sought • Give a automated mean for me to control

when my ad is run

• Advertisers prefer to Sales Lead with buyer demographics and intent metrics• Quality/Cost conscious

As well as better access and simplification on the users• Users want choices to use search engines to

access services more effectively

• User prefer the reputation model embedded or linked to SERP

• User want one click ability to start communication with qualified service providers without waiting (or being on-hold)

Live-Connect Ads Solution provides additional improvements

• New on-line services advertisements targeted to independent professionals and SMB • using Yahoo ads network and capabilities• Support Yahoo ads specs• Support for Yahoo DMP

• Provides Yahoo with the capability to sell Sales Qualified Leads (SQL) to these advertisers’ demographics

1. Live-Availability provides information support to advertiser services: for advertisers’ service proximity, service presence (availability), product availability (inventory availability)

2. Live-Connect provides instant communication routing capability based upon audience data provided by DMP

3. Templatized Inline-Lead-Qualification tools to customize the process to turn click leads into Sales Qualified Leads

4. Live-Assist provided by TeleTech support for setup/training/consulting