Is Yelp Advertising Right For You? Interview With Jessica Carlin of Yelp

TL;DR

Yelp is a key platform for local business advertising.

Transcript

okay everybody welcome to another ignite visibility university today i am so excited because we have yelp with us specifically jessica carlin partner sales director at yelp who is somebody who has come and presented at the ignite visibility office before and did a fantastic job jessica i am so happy to have you here how are you doing today i'm wond... Read More

Key Insights

• Yelp is not just a review site but a comprehensive business directory, similar to modern-day Yellow Pages, crucial for local businesses.
• Jessica Carlin's journey at Yelp shows progression from local sales to partner sales director, emphasizing the importance of partnerships with marketing agencies.
• Yelp's advertising platform is category-based, not keyword-based, allowing businesses to target broad categories like 'Italian food' or 'plumbing'.
• Recent enhancements include negative keyword targeting and custom location targeting, allowing businesses to refine their ad reach effectively.
• Profile enhancements like 'Verified License' and 'Business Highlights' improve conversion rates by making businesses more attractive to potential customers.
• Yelp's integration with platforms like Apple Maps, Yahoo, and Amazon's Alexa demonstrates its extensive reach and importance in local search.
• Yelp's strict anti-review solicitation policy ensures the integrity of reviews, promoting high-quality, reliable feedback.
• Yelp's analytics and tracking capabilities, including call tracking and UTM codes, provide businesses with detailed insights into ad performance and customer interactions.

Questions & Answers

Q: What is Yelp's core function according to Jessica Carlin?

Yelp's core function, as explained by Jessica Carlin, is to serve as a comprehensive business directory, not just a review site. It acts as a modern-day Yellow Pages, where consumers go when they need specific services or products in their local market. This makes Yelp an essential tool for businesses aiming to increase their visibility and attract local customers.

Q: How does Yelp's advertising platform differ from others?

Yelp's advertising platform is unique because it is category-based rather than keyword-based. This means businesses are grouped under broad categories, like 'Italian food' or 'plumbing,' and target all related searches within those categories. This approach simplifies targeting and aligns with how consumers search for services on Yelp, enhancing the effectiveness of ad campaigns.

Q: What recent enhancements have been made to Yelp's advertising capabilities?

Recent enhancements to Yelp's advertising capabilities include negative keyword targeting and custom location targeting. Negative keyword targeting allows businesses to exclude specific services or products they do not offer, optimizing ad spend. Custom location targeting enables businesses to reach audiences beyond their immediate area, expanding their market reach significantly.

Q: What are the benefits of Yelp's profile enhancements?

Yelp's profile enhancements, such as 'Verified License' and 'Business Highlights,' are designed to increase a business's conversion rate by making their profiles more appealing to potential customers. These enhancements appear in ad copy and organic search results, helping businesses stand out and attract more clicks to their listings, ultimately leading to more customer engagements.

Q: How does Yelp integrate with other platforms?

Yelp integrates with several major platforms, including Apple Maps, Yahoo, and Amazon's Alexa. As the default directory for Apple Maps and a partner for local search on Alexa, Yelp's integration extends its reach and importance in local search, making it an indispensable tool for businesses aiming to enhance their online presence and attract more local customers.

Q: What is Yelp's policy on review solicitation?

Yelp maintains a strict anti-review solicitation policy to preserve the integrity of its platform. This policy ensures that reviews remain high-quality and reliable, preventing manipulation. While businesses can encourage feedback generally, they cannot explicitly solicit reviews on Yelp, promoting a genuine and trustworthy environment for consumer feedback.

Q: How can businesses use Yelp's analytics and tracking tools?

Businesses can use Yelp's analytics and tracking tools to gain detailed insights into ad performance and customer interactions. Tools like call tracking and UTM codes allow businesses to track leads generated from Yelp ads, measure the effectiveness of their campaigns, and make informed decisions to optimize their marketing strategies for better results.

Q: What should businesses consider when using Yelp as part of their marketing strategy?

Businesses should consider Yelp's evolving features and integrations as part of an omni-channel marketing strategy. Regularly updating their Yelp profiles, leveraging new advertising capabilities, and utilizing analytics tools can enhance their visibility and effectiveness. Staying informed about Yelp's updates ensures businesses can maximize their presence and attract more local customers.

Summary & Key Takeaways

• Jessica Carlin discusses Yelp's role as a business directory, emphasizing its importance for local businesses seeking to increase visibility and sales. She highlights recent advancements in Yelp's advertising platform, including new targeting capabilities and profile enhancements.

• Yelp's integrations with major platforms like Apple Maps and Amazon's Alexa expand its reach, making it a critical component of an omni-channel marketing strategy. Businesses are encouraged to explore Yelp's evolving features to stay competitive.

• Yelp's focus on high-quality, reliable reviews supports its reputation as a trusted platform. Businesses are advised to utilize Yelp's analytics and tracking tools to measure ad effectiveness and refine their marketing strategies.