21 Aug '15, 6pm

The Locals Take On Google’s Home Service Ads w/ commentary from @perryevans via @sengineland

This may really screw with organic local pack displays in the SERPs. (Time to rebrand as “Local Lead-Gen Guide”?) This kind of pay-per-lead ad unit requires a significantly high-touch backend process — not one of Google’s traditional strengths. How does this affect local lead-gen players like HomeAdvisor and Angie’s List? I am betting once Google gets the system down, they will want to partner with more experienced players in the space to drive liquidity — similar to the way the big yellow pages (YP) players resell AdWords. Of course, most YP companies are not crazy about that arrangement. This, combined with Facebook’s recent chess moves into Local , is increasingly reducing the amount of organic inventory for local service customers. Local marketers are going to have to continue to get creative in working within and around these systems to hit their objectives.

Full article: http://searchengineland.com/locals-take-googles-home-serv...

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