Images, Coupons Boost Local Search Ads

emarketer reporting: 
Searchers look for images and coupons from local business listings online.
US local search ad revenues continue to grow and the consumers driving those gains increasingly expect local business search listings to have add-ons like phone numbers, images and even coupons as standard elements. But the majority of local search marketers do not meet such expectations.
MarketingSherpa found in April 2011 that, of the 37% of total US marketers surveyed who had a local business listing, the majority (81%) optimized their pay-per-click listings by including the business phone number or by traditional search-related tactics like keyword optimization (60%). Less than half (48%) added images to their listings, and only 16% used coupons.
...Still, adding images, even a company logo or storefront photo to search listing, can greatly benefit a business. According to BrightLocal, 37% of US Google searchers looking for a local business reportedly give companies more attention and consideration when their search listings contain business images or a company logo, and 23% were more likely to contact a business when presented with such images.
http://www.emarketer.com/Article.aspx?R=1008574