As a local business owner Yelp is on your radar. How couldn't it be? It's a platform designed to connect a potential consumer with a local business that is close to their location.
And if you've already claimed your business and seen some results of doing so it is only natural for you to wonder about Yelp Advertising.
Should your business be interested?
Considering that Yelp has over 100 million users, I would venture to say yes. What makes them valuable is not only their sheer number but that these represent people that hold a high purchase intent.
Not only that, but Yelpers tend to be affluent, educated adults. As this demographics show.
Think about how you have used Yelp in the past. The times you've used it to browse around vs. the times you were looking for a business to fulfill a need you were ready to pay for. I know the latter wins in my case.
If your goal is to drive more Leads and Sales (well, who’s isn’t?), a look into Yelp Advertising is worth your time. Here are some things you should know about advertising on Yelp:
Yelp has two significant products: Targeted Ads and Profile Upgrades.
Targeted Ads are the most known type of Yelp advertising. These look similar to this mobile example.
Once a campaign is launched, the Yelp Ad appears above organic search results and on the profile pages of competitors' businesses. You will also find them in photos and at the request quote feature. Yelp determines where your ad is shown according to the quality of a Yelp listing in relation to the consumers search keyword and location. The ads are shown in all of Yelp platforms: website, mobile, and app.
You can set up your ads in the Yelp for Business Owners website under the "Yelp Ads" section. The elements that these types of ads have are your business name, contact information, category, overall rating, photo and a fragment of a review. You can tweak them in the "Customize Ad" option. It would look something like this:
Your Targeted Ads will be charged through Cost Per Click (CPC). This means that you are only pay when someone clicks on your ad and you can determined the budget you are willing to spend. Yelp explains CPC as follows:
"The price you pay per click is based on competition and relevance, but you'll always pay the least amount needed to win the click. We aim to maximize the number of clicks you get for your budget over the course of the month, and you should plan to have 100% of your budget fulfilled. Occasionally competitive demand prevents this, but you'll only be billed for the cost of the clicks you received in that monthly billing period."1. What are targeted Ads?
The second Yelp Advertising offer is the Upgraded Profiles. There are two types you can choose from: the Branded Profile and the Enhanced Profile.
The Branded Profile includes:
The Enhanced Profile is made up from:
This feature allows you to have more control and be able to personalize your Yelp listing. The CTA's also enable the customer to take action inside Yelp before they even visit your business. Potentially helping you close a deal faster by providing all the necessary information for the consumer in one place.
Small business owners know the value of making the most of a budget. To do so, you need a Marketing Strategy. If you plan to include advertising on Yelp in it, you will be glad to know that you get to choose your daily advertising rate, and there is no need for a long-term commitment.
Your company can start its daily budget from $5 and arrange your campaign from biz.yelp.com. Yelp allows you the possibility to run it all year long or stop and start as you see fit. The cool thing is that you can set it up or change it from their website or their app. A 12-month agreement is no longer necessary for you to start using Yelp Advertising.
Similar to Social Media platforms you can see the performance of your campaigns inside your Business Owner's Account. There you can track all of your locations or see them individually.
In the top left corner you can find two tabs that will help you measure the efficiency of your ads. The information that they show is general to all of your locations. One tab is called “Reports” and the other one “Yelp Ads”.
Inside “Reports” you can set a date range so you can send yourself an Aggregate Report that includes information such as how many users went to a listing and what they did from there.
Second, is the Aggregated Yelp Ads dashboard where you can find the overall budget for all locations in the campaign and see what has been spent in the current month.
A graphic will reflect different fields such as Ad Impressions, Ad Clicks, CTR, Cost per Click, etc. You can select a date range and the breakdown of specific campaign data.
By keeping tabs on your numbers, you can see if advertising with Yelp is working for your business or if you need to do some tweaking in the set up you are currently using.
The trust consumers have in Yelps Ratings and Reviews is one of the main reasons they keep coming back to the platform. Therefore Advertising on Yelp does not include the following:
Chances are if you have a lot of competition in your vicinity the answer is yes. The fact is that even if Google is making moves Yelp is still the most relevant user-generated review platform for local businesses.
The best thing is that you can customize the Advertising plan to serve your business needs. To do that having a solid strategy will make the most of your efforts. Need to bounce off some ideas? You can reach out to us below!
Let Us Do The Heavy Lifting
At Gray Group International, We are a growth collective that helps businesses implement scalable systems that drive more internal and external customers through a “WOW” worthy buyer and customer journey towards advocacy resulting in exponential growth.
Our team of fearless risk-takers will create a marketing and promotional plan that is unique to your brand, from the web design to the personalized text message campaign. Together, we can explore new ways to reach prospective leads in the digital landscape.
Call us today for a complimentary consultation to learn about how we can help you reach your target audience, nurture leads, and grow your business with Yelp and other digital strategies. Let us do the heavy lifting while you propel your brand into a bright future.