Although Yelp will show you clicks and impressions, it won’t show you how many came from the ad, versus how many came from your Yelp page itself. But if you want reviews and don’t have any at all yet, Yelp Ads may also help you get them.Īlso, in terms of figuring out the cost per impression, finding answers is difficult due to the way Yelp Ads work. If you can’t get good reviews, the ads won’t be worth it, because having poor reviews will drive people away from your Yelp page even if an ad brought them there. Work to build up some positive reviews if you don’t have many yet. So before investing in Yelp Ads, start by investing in Yelp. Customers view Yelp reviews as a reliable source of information, and the platform can help drive a small stream of low-bounce-rate traffic to your site. The ads primarily help you get more exposure within Yelp, but they won’t draw in new customers from all over the internet. To decide whether or not Yelp Ads will be valuable, you’ll need to first decide how much value your company gets out of Yelp itself. While I wouldn’t totally write off using Yelp Ads as an ecommerce store, it is a somewhat unconventional use of the platform. These benefits can be helpful to an ecommerce store, but the value of Yelp Ads also depends on a few other specifics. Yelp also allows you to reply to negative reviews, so you can show potential customers how well you handle these situations. Then you’ll work to get positive reviews that will attract new customers. If you’re not yet on Yelp at all, you’ll start by claiming your business listing and updating the relevant contact information. This is useful for ecommerce stores as well as traditional stores. They’re also looking specifically for sources of that item or service that are in their area.Īnother benefit of Yelp is that the platform allows you to control the online commentary about your store (to an extent). And most of those people are primed to make a purchase once they’re on Yelp - they’re looking for something specific that they’ve already decided to buy. Yelp Ads look appealing simply because of the sheer volume of people using the site. This is the real question: not whether Yelp Ads have value for non-restaurants, but whether they have value for ecommerce stores.Įven though the platform has dabbled in ecommerce on and off for several years, consumers still mainly associate it with brick-and-mortar businesses. Geotargeting may not be of much use, unless there are certain areas where your target clientele lives or hangs out. But the fact that you’re an ecommerce store makes things a bit more difficult. This can be a great source of local marketing for brick-and-mortar companies. With Yelp, you’ll set geotargeting for your ads, so the ads show to people within a certain radius of your store. In fact, restaurants only make up about 20 percent of the businesses on the platform. However, Yelp Ads still have lots of value in other ways, even for non-restaurants. But most people looking for businesses on Yelp don’t navigate away from the review site at all. For the few people who make it to a company website from Yelp, the bounce rate tends to be low. One thing first: if you’re hoping to get a lot more site traffic, Yelp Ads aren’t the way to go. Still, you’ll want to know if the cost is worth it before you make the investment. To be fair to them, Yelp recently transitioned to a shorter, no-term contract model, making it easier for companies to give Yelp Ads a try with minimal commitment. Better to focus your efforts on channels that are growing (and not support an extortion ring!).īut I digress-those Arabica beans are too strong this morning-you asked if the ads are worth it for a non-restaurant business. So, do you really want to invest in a platform that is in decline? As a small ecommerce store owner you have limited time and resources. Usually, when you have to go the courts to gain business advantage, that is the beginning of the end! Inside Yelp's 6-Year Grudge with Google.Google is also denying them traffic, giving preference to Google reviews in the search rankings. Yelp is in decline as more user reviews move to Google. Get a high pressure salesperson to call them and ask if they might perhaps "like to claim their business listing" (Translation: Buy some ads and we'll let you edit or even expunge the negative reviews) Find a local business with negative reviews (there have been rumors that some of their salespeople seed negative reviews but not sure how true these are).Ģ. The Harvard degrees may give them a veneer of legitimacy, but much of their business has been built using the following playbook:ġ. In reality they are little more than an extortion ring. They make money by selling ads against the business listings and reviews. As you note, Yelp is primarily a review site for restaurants and local businesses.
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