Where can mom-and-pop stored advertise online? These people have small stores and their business is pretty small. They stand no where when it comes to buying placements online when they go to let say Google or a big ad-firm because they are out-bided by the big companies in their business. So where do these people go?
Advertising from mom-and-pop businesses like dry cleaners, hair salons and cafes is a $29 billion market, according to BIA/Kelsey and a very minor portion of it only comes online although the people themselves are interested in going online. Some companies(like Yelp) have realised this and have started local search engines where one can buy placements for ads and sometimes they can only pay for something like "yellow tags" on a map which in turn directs people to go to their website. This can be thought of as in direct competition with yellow-pages. Google has started giving this kind of services too but there is a question that can Google reach to these small businesses?
Yelp and similar companies have benefited from building local search engines and showing search ads. Yelp's success has been their cost effectiveness and trapping the local market and as expected Google did try to take over Yelp but failed in its attempt.
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