2015 Upword Search Marketing Confidential

Introducing Home Service AdsAugust 2015

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Background

Home service ads are designed with the intention of boosting the presence of local small business owners in the SERPs. Google’s implementation of this feature will allow them to stay competitive with services like Angie’s List and Yelp. Currently, Google’s home service ads are only being tested in the San Francisco Bay area before being rolled out on a larger scale.

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How Will They Work? Much like the standard

local 3 pack, three advertisements for local home service providers will be grouped together in a box at the top of the SERPs. Ads will include a photo of the professional, their location, phone number, average star rating, and callout ad extensions which detail qualifications, special offers, service qualities, etc. Searchers will be able to click on individual profiles to get more information.

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ConversionsUpon clicking a home service ad, a user will get a closer look at the advertiser’s profile. This includes information about available services, qualifications, hours of operation, contact information, and reviews.

If all of this is satisfactory, a user can then click the “Send request” button and fill out a contact form in order to request work from the advertised business.

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Qualifying Professionals

Google is utilizing 3rd party services in order to ensure that each home service professional passes a background check. Additionally, professionals must be licensed, insured, and have a strong track record for quality service (as measured by customer reviews and mystery shoppers). If a home service provider is found to be unlicensed, a user will be contacted saying that the business is only qualified to perform services costing less than $500.

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Getting StartedAs of now, it appears that these home service ads are going to be paid, sponsored opportunities. We will not know for sure until this feature rolls out on a larger scale. It is looking like Google will be replacing unpaid Google My Business listings with these home service ads. If this is the case, it is another instance of Google diminishing the presence of Google+ pages in search.

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Monitoring Quality

Businesses will be expected to maintain a high standard of service for customers, and if they receive enough negative reviews, they may be booted from the home services program.

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Reviews, Payment, & MoreAll details regarding payment,

appointment times, etc. will be handled solely between the customer and the business. Google will not get involved unless a business declines to take a job— at that point, Google will email the customer within a business day with information about why the company declined. Upon completion of a job, Google will reach out to the user to rate and review the business. Reviews can be published anonymously, if desired, but will still contain the approximate time of the service performed, what type of service was performed, and the city in which the service was performed.

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Summary• Home service ads are designed to increase the presence of small local

businesses on Google SERPs• All professionals who wish to advertise via home service ads are required

to be licensed, insured, and possess a good track record of service• Home service ads are likely to be paid opportunities• Google will not interfere in transactions between customers and

businesses

Sources:http://searchengineland.com/locals-take-googles-home-service-ads-226702http://www.huffingtonpost.com/eric-e-rock-christopher/testing_13_b_7773704.htmlhttp://marketingland.com/google-enters-home-services-market-with-new-ads-test-137108http://searchengineland.com/google-home-services-ads-plumbers-locksmiths-san-francisco-beta-226469http://blumenthals.com/blog/2015/07/29/google-testing-home-services-marketplace-snak-paks/