DexYP™ is a leader in Local Search that specializes in SMB clients. They provide local business automation software and digital and print marketing solutions to more than 500,000 local businesses enabling them to compete and win in today’s on-demand economy. They provide the digital tools and marketing sophistication that big businesses utilize, arming local businesses with the deep resources they need to survive and thrive.
DexYP™ operated two search engine marketing platforms. One platform addressed the needs of their larger budget clients while the legacy platform was well integrated with their internal fulfillment systems but lacked the needed keyword optimization and bidding to reduce search costs and meet the demands for their SMB clients. Their objective was to drastically improve search performance and monetize some of the investment in a new platform via fee increases.
DexYP™ took a huge leap of faith with a Platform Migration onto Kenshoo Local Search by migrating nearly 4,000 accounts over a 6 month period. This type of migration is no easy feat, but with the help of the Kenshoo Onboarding & Technical Account Management (TAM) teams, the transition was smooth for both DexYP™ and their clients. With nearly 100 Performance Strategists, training the DexYP™ team was also critical to the migration. Kenshoo’s Client Success team went onsite to get the team comfortable with the Kenshoo platform, and to teach them best practices that would be critical to their success.
As a result of the Platform Migration onto Kenshoo Local Search, the excellent support provided by the Kenshoo Client Success team, and DexYP’s Campaign Managers, DexYP™ saw significant improvements in CPC and CPL for nearly every client. Google CPCs decreased by 13.5% while Bing CPCs decreased by 28.3% YoY. More importantly for their clients, Google’s CPL decreased 22% while Bing CPL decreased 35% YoY. Although client churn was originally a big concern, DexYP™ lost less than 4% of the clients migrated. Since they anticipated as much as a 15% loss, this was a huge win. In fact, their overall portfolio has experienced 8.9% growth YoY while agency margins not only maintained but increased by nearly 18 basis points.