What Are Yelp Ads?
“What are Yelp ads?” is not an uncommon question among business owners.
Maybe you’ve checked out your Yelp business profile and possibly even responded to customer reviews there. Maybe you manage your Yelp profile consistently and respond to new reviews and messages from prospective customers every day.
But, Yelp ads? You’ve heard of them, but need to get some more information before you’ll entertain the idea of starting a Yelp ads campaign for your business.
We’ll help you get closer to that decision about choosing or rejecting Yelp ads (and knowing what to tell the persistent Yelp reps about their ideas for your marketing strategy).
Be sure to read to the end of this article, where we’ll finish things with one of the most critical elements of determining whether to try out Yelp ads for your business. Yelp ads are not one-size-fits-all, and this one extremely critical factor makes or breaks your decision to spend your company’s money on Yelp advertising.
If you operate your business in one of the following industries, please click here to learn more about Yelp advertising for that specific industry!
What Are Yelp Ads? Numbers to know.
If we’re going to talk about monetizing Yelp, we need to talk about the massive number of people using Yelp every day.
Each month, more than 178 million consumers use Yelp to find businesses with positive reviews and high star ratings that provide services they need.¹ Yelp is a top source of reviews that consumers use every day.
- Eight out of 10 people use review sites to check a company’s credibility before they do business with it.
- Forty-five (45%) percent of consumers check business reviews with Yelp (second only to Google, the go-to review platform of 64 percent of consumers).³
These numbers are why Yelp ads present a major opportunity for certain businesses. Keep reading to learn which businesses might be best suited to take advantage of Yelp marketing.
What are Yelp ads? We explain.
When people search Yelp for a service or product in their local area, Yelp serves up a list of local businesses that meet that category requirement.
The Yelp business profiles with the best average star rating are listed at the top of the “organic” search results (called “All Results”), and at the bottom of the list are companies with the lowest average star rating. Ads show at the very top of the page, under “Sponsored Results.”
Yelp allows companies paying for Yelp ads to have their Yelp profile and star rating pushed to the top of the search results. For example, a quick lube won’t show up in a brake repair search unless they have the “Auto Repair” category on their Yelp profile. A shop that focuses only on oil changes will typically only have the “Oil Change Station” category at the top of its profile.
There is a major advantage in appearing at the top of the search results:
- Beating the competition: If your competitors have a better star rating and reviews, then Yelp ads can give you a fighting chance at getting in front of people searching for your services and not being pushed to the bottom pages of organic search results because other companies rank higher on Yelp.
- Standing out in a large crowd: If you’re in a large market where numerous competitors appear in searches for your services and users have to wade through a number of pages of search results to find your company, then Yelp ads help you jump to the front of the long line to get exposure to Yelp users.
Don’t have a great star rating?
If you don’t have a great Yelp star rating (at least a 2.5), we recommend these specific review management strategies to help you rebuild your reputation before you spend money on Yelp ads.
If your star rating is 2.5 or higher …
Yelp ads also help companies appear in areas where users are showing serious interest.
1. When Yelp users request a quote from a business from the “Request a Quote” button on a Yelp business profile, Yelp shows the user other competing businesses (Yelp advertisers) from whom they can simultaneously request a quote.
2. Yelp allows advertisers to have their ad appear on the business profile of non-Yelp advertisers. (If you haven’t taken the steps necessary to remove competitors from your profile, then yes, we are referring to the other competing businesses who appear on your Yelp profile now. This can be done by investing in an Enhanced Profile feature on Yelp.)
So, now that we have covered “What Are Yelp Ads?” your next step is to understand how Yelp ads work so you maximize your investment.
Here’s The Most Critical Thing To Know About Yelp Ads And Your Yelp Profile
Now that you’ve learned the ins and outs of Yelp ads, there’s a super important factor in deciding if Yelp ads are for you. It’s the type of service you offer.
Since Yelp ads are served at the category level, they are best for auto businesses that offer general auto repair. If you offer your services to a smaller portion of vehicle owners, then you may be at a disadvantage when you advertise on Yelp.
Take the following Yelp profile example (image below).
The label under the business name says “auto repair,” but this is a German vehicle service provider with a very specific type of customer. – people who drive German cars.
So, not just any Yelp user looking for car repair can use this shop.
However, when they advertise on Yelp, they will show up for every “auto repair” search and are likely to waste their money from clicks received by non-German auto owners as well.
This is why we have curated a list of business types that are likely to benefit from Yelp ads. We hope this will save the rest of you some money!
Already know that Yelp Ads can work for your specific business?
If you have already confirmed that Yelp ads could work for you, then we recommend that you read one of the following articles, based on your industry:
Why Yelp Ads Work For Businesses
Other Articles You May Be Interested In
¹Source: Review Trackers
³Source: Survey by Review Trackers