yelp ads tutorial

Mastering Advertising: An In-Depth Yelp Ads Tutorial for Businesses

Yelp is one of the top platforms for local business advertising. With over 100 million users and a strong presence in major cities, Yelp advertising offers businesses an excellent opportunity to reach potential customers in their area. However, with so many businesses vying for attention on Yelp, it can be challenging to stand out and make the most of your advertising efforts.

In this guide, we will cover everything you need to know about mastering Yelp advertising for your business. From setting up your profile to optimizing your ads and even hearing an inside perspective from a long-time Yelp business user, we’ve got you covered.

Is Yelp For Local Businesses Relevant in 2024?

As the internet and digital marketing landscape continue to evolve, many businesses may be wondering if Yelp is still relevant in 2024. The short answer is yes, but let’s dive into the reasons why.

One of the main reasons Yelp remains relevant is its reputation as one of the more trusted review sites. With so much competition and noise in the digital space, customers are looking for reliable and honest opinions from other users. Yelp’s review system, which includes a combination of star ratings and written reviews, provides just that. This builds trust with potential customers and can greatly influence their decision to visit or purchase from a business.

Another reason is Yelp’s strong search engine optimization (SEO) presence. When potential customers search for businesses on Google, Yelp listings often appear at the top of the search results. This means businesses with a presence on Yelp have a higher chance of being discovered by potential customers.

What Industries Benefit from Yelp Services?

Yelp’s services are not limited to just one industry, making it a versatile platform for businesses of all types. Some industries that particularly benefit from Yelp advertising include:

  • Restaurants and food establishments – With the ability to showcase menu items, photos, and reviews, Yelp is an excellent platform for promoting dining experiences.
  • Local services – From plumbers to hair salons, local service businesses can benefit greatly from Yelp’s strong presence in their area.
  • Retail stores – Customers often use Yelp to find new and unique retail stores, making it a great platform for showcasing products and services.

Yelp’s Statistics

Yelp’s robust platform hosts millions of reviews, highlighting its massive user engagement and trust in its review system. These statistics highlight Yelp’s effectiveness as an advertising channel, demonstrating its ability to drive traffic to businesses across various industries.

According to Yelp’s statistics, here are the top three benefits of choosing their service.

#1: Consumers on Yelp Ready to Purchase

According to Survey Monkey Audiences, 97% of Yelp website visitors make a purchase, with 90% of users making a purchase from a Yelp business profile within a week of viewing it. And if those figures don’t amaze you, 51% of said users purchase within the same day. That’s why Yelp, compared to other platforms, is important when reaching customers ready to buy.

#2: Consumers Trust Yelp for Honest Reviews

Yelp has established a trustworthy reputation for users seeking reliable reviews. Survey Monkey Audiences reports Yelp being the most influential review site compared to other sites when it comes down to users finding businesses and making purchases.

#3: Yelp Reaches Varying Audiences

Yelp’s platform is designed to be user-friendly across multiple devices, including phones, laptops, and tablets. This ensures users can access Yelp’s diverse services conveniently, regardless of the device they’re using, enhancing the overall user experience.

For example, from the millions of active users, 80% of Yelp searches are conducted on mobile devices. So, businesses without a mobile-friendly presence are missing out on potential customers.

Google vs Yelp Ads: Which is Better?

Google and Yelp are both popular platforms for businesses to reach potential customers through advertising. However, the two platforms are quite different in terms of their approach and audience.

google ads versus yelp ads

Google Ads rely on targeting specific keywords and demographics, while Yelp Ads focus more on location-based targeting and reviews.

In terms of audience, Google has a much broader reach with billions of monthly users, but Yelp’s focus on local communities can be more beneficial for local businesses targeting a specific area.

Ultimately, the best platform for your business will depend on your advertising goals and target audience.

So, is Yelp still relevant in 2024? Absolutely. With its established reputation as a trusted source for reviews and strong SEO presence, it offers businesses an effective way to reach potential customers.

Home Page: Top Navigation

Before setting up a profile for your local business or launching an ad campaign on Yelp, it’s important to familiarize yourself with the platform’s main page. That way, you’ll know how users move around the site as well as learn what tools are offered to business profiles.

top navigation of yelp profile

The top navigation in the top right corner of your Yelp homepage conveniently features four key tabs: “Set up your Profile”, “Inbox”, “Notifications”, and “Account Profile Settings”. Each of these tabs in the top navigation offers the user a simpler way to access basic information.

Since there is a step-by-step process to set up your profile, we will talk about that tab later on in the article.

Inbox

The “Inbox” tab, also located on the side navigation, is where you can manage your messages and interact with potential customers. This feature allows you to respond to reviews and inquiries, as well as send out private messages to other users.

Yelp’s Inbox also includes features that help facilitate seamless communication with customers as well as organize job requests.

New Leads

Under this section, potential customers can send messages to your business profile. You can respond to these messages directly from your Inbox tab. Once you respond to a new message, the conversation will move to the “Contacted” section.

Response Time and Rate

Yelp offers this cool feature where it calculates your response rate within the last 30 days and displays that information on your profile.

leads response box in yelp inbox

For example, from the time a customer sends a message to the business responding, a company can have a response time of 10 minutes.

The response rate is the percentage of new messages your profile responded to in the last 30 days.

Yelp enabled these automatic features so customers know how timely and responsive your business operates, especially if a customer requires an emergency service.

However, this feature becomes a double-edged sword because of how constant your numbers can change. A profile could have a great response time one week and then an average rate the next. One unopened message can make a difference, especially if you’re a small business with limited customer interaction.

If you’re worried about low rates, be sure to mark messages in your inbox as soon as possible.

My Leads and Settings

“My Leads” show what messages you have not responded to and are waiting for your response. Similar to a notification bubble, a red dot with a number will appear by this tab if there are any unopened messages.

With settings, you can access a “Call Request” toggle and a “Messaging Leads” toggle.

settings to call request and message leads

The “Call Request” is a feature where customers can request a phone call from your business. This feature is useful for customers to schedule an appointment or ask questions about your services.

The “Messaging Leads” toggle lets customers send messages to your inbox both through Yelp and the email linked to your account.

Enabling these features allows for more communication options, making it easier for customers to reach your business.

Contacted

Lastly, the “Contacted” section shows all the messages you have responded to within the last 30 days. This feature helps you keep track of customer inquiries and allows for quick reference in case any issues arise in the future.

Notifications

The bell icon is where you can access any account updates or messages from the Yelp team. This includes notifications about upcoming events, changes in policies, or new features on the platform.

yelp notification bell preview

Some examples of notifications could be a customer leaving a review, visiting your website through Yelp, getting directions to your business, or clicking your “Call to Action” button.

Once you’ve seen and read the notifications, you can click “Mark all as read” in the top right corner and clear the red dot from the bell.

Profile Account Settings

To access Account Settings, click on your profile in the top right corner and you’ll find a drop-down menu. From there, click “Account Settings” to get to the page where you can manage your business information and preferences.

This section allows you to edit your business name, address, phone number, website, and add a photo of yourself. Make sure all this information is up-to-date and accurate for customers who view your profile.

Security Settings

The “Security Settings” tab is just as important. Here, you can monitor your account’s most recent sessions within the last two months. This information will tell you what type of device accessed your account as well as where you logged on and what time your session began.

yelp security settings

If you notice unauthorized or suspicious activity, you can either click the “Log out” on the far right side of that particular activity, or you can click “End all sessions” located above the list of recent sessions. This action will instantly log that device out of your account.

Overall, the top navigation on Yelp offers businesses a convenient way to manage their profile and interact with customers. By utilizing the features and tools offered, businesses can enhance their online presence and attract more potential customers, ultimately leading to improved sales and success.

Home Tab

Located at the top of the side panel, your home tab is the hub for a lot of relevant performance information.

yelp business side navigation with home tab

Within this platform, you’ll find a variety of sections crafted to showcase key metrics for your Yelp business that let you gain insights and analytics. This information gives you a full picture of your overall business performance.

Reminders

This section is where account updates and needed actions will pop up. For example, if you haven’t updated your profile in a while, the “Profile Update” reminder will appear. The message will tell you what information needs to be revised and how long it has been since the last update.

Additionally, reminders can inform businesses about new features or opportunities on Yelp that they may not have known about before. It’s important to keep an eye on this section to stay updated and make the most out of your Yelp profile.

Survey

For this feature, “Survey” asks you questions about your business to let customers better understand your business. Answering these questions is not mandatory, but it can be beneficial for customers to get a better idea of your company’s values and services.

yelp test survey

Once you answer the questions, Yelp will take that information and add it to your “Business Information”.

Performance Summary

Performance Summary shows a brief snapshot of how your business is performing on Yelp within the last 30 days.

targeting tools based on performance summary

This overview includes metrics like:

  1. Impressions: number of times you appeared through Yelp search results, messaging leads, and ads.
  2. Page Visits: number of times someone clicked on your business account or Yelp page.
  3. Leads: number of phone calls, messages, website visits, call-to-action clicks, and map views you’ve received.
  4. Your leads breakdown: from the number of leads you have, this breaks down exactly how many leads were from messages, website visits, calls, and other leads.

These metrics include how many interactions stem from your ads.

By monitoring these numbers regularly, businesses can identify areas where they are excelling and areas that may need improvement to reach customers and increase their overall performance on Yelp.

See All Ad Performance

In the top right corner of your performance summary box, there’s a link called “See all Ad performance” where you can see all of the details about your ad campaign.

see all ad performance

We will dive into this section later in the article when we show you how to set up your first ad campaign.

Page Visits vs Competitor

Analyzing how your page visits compare to your top three competitor’s visits is a huge game-changer for your Yelp business profile.

Once you set your competitor, a line chart with two paths will appear on a linear graph.

chart analyzing competitor yelp business pages

This line chart shows your page visits against your competitor pages, providing a clear representation of each company’s performance over 12 months.

If a competitor is receiving significantly more page visits, it may be worth examining their profile and online presence to see what they are doing differently and potentially implementing similar strategies for your own business.

On the other hand, if your business is receiving a higher number of page visits than your competitors, you can use this as leverage to promote your success and stand out amongst the competition.

Leads: Ads vs Organic

If you want to see how successful your ads are compared to how you organically rank, this bar chart is a perfect tool to analyze.

bar chart ads versus organic from home tab

This bar chart tracks a 12-month progress showing the number of customers who found your page organically versus through your running ads.

The organic leads in blue show the number of customers who found your page based on your organic ranking through Yelp’s search results. On the other hand, the orange ad leads mean the customer clicked on your ad before they became a lead in your inbox.

This feature allows businesses to see the direct impact and success of their ad campaigns, helping them make informed decisions on future advertising strategies. During the current month, Yelp predicts what your “Forecast” could be by the end of the month based on the number of impressions you’re receiving. The predicted forecast will change as the month continues.

forecast from ads versus organic website traffic

Having a tool to measure your paid versus organic success gives businesses a glimpse into their progress and what they can expect moving forward, making it easier to set goals and track success.

Ad Targeting Heat Map

The ad targeting heat map is another informative tool showing where customers are searching for your business.

targeting tools based on heat map from yelp

Based on the last 14 days, you can see which geographical areas had searches for your business and what areas or cities they came from.

This feature allows businesses to tailor their advertising efforts to specific locations with high search volumes, helping them reach and attract more potential customers in those areas.

Recent Competitor Reviews

Keeping an eye on your competitors’ reviews can give you insights into what customers are saying about their experiences and how they compare to yours.

This section displays the most recent reviews for each of your top competitors, making it easier to see the overall sentiment and feedback they have been receiving.

By analyzing these reviews, businesses can gather information on what their competitors are doing well and where they may be lacking, allowing them to make adjustments to their own strategies and potentially attract more customers.

Highly Viewed Competitors

This feature shows the top three competitors with the highest number of page views in the last 30 days.

By looking at these highly viewed competitors, businesses can get an idea of what they are doing to attract more customers and potentially implement similar tactics for their own business.

This information can also help businesses identify areas where they may be falling behind and make adjustments to improve their overall performance.

Customer Ad Display

Lastly, the home tab shows you how customers see your Yelp ad when they search for your business. This allows businesses to see exactly what potential customers are seeing and make any necessary changes to optimize their ad’s performance.

yelp customers see business ad

By regularly monitoring this information on the Yelp for Business Owners home tab, businesses can gain valuable insights into their overall performance and make informed decisions that will help them attract more customers and improve their online presence.

Side Navigation

The side navigation of your Yelp for Business profile serves as a centralized dashboard, providing easy access to various tabs.

yelp side navigation

By utilizing the side navigation, businesses effectively navigate through their Yelp profile and make necessary changes to improve their performance.

We will cover every tab in chronological order starting from the top, but the “Yelp Ads” tab will be covered later in the article. Let’s dive into it!

Page Upgrades

Page upgrades is a new package feature where you can optimize your page by purchasing different features.

There are 7 upgrades to choose from. From right to left, you can upgrade your:

  • Logo
  • Remove Competitor Ads
  • Call-to-action
  • Verified License
  • Business highlights
  • Portfolio
  • Slideshow

These page upgrades enhance your page to stand out amongst competitors, ultimately attracting more potential customers. Each upgrade can be purchased separately or bundled together into one package.

The logo, call-to-action, business highlights, portfolio, and slideshow will be talked about later in the article. But for now, let’s talk about the “Remove Competitor Ads” and “Verified License”.

Remove Competitor Ads

When customers view your page, they may also see sponsored results for other businesses in the same category. By purchasing the “Remove Competitor Ads” upgrade, you can eliminate these ads and have full control over what potential customers see when they visit your Yelp page. This increases the likelihood of them staying on your page and potentially turning into a customer.

Verified License

The “Verified License” upgrade allows businesses to verify their licenses and credentials, adding a layer of trust for potential customers. This feature helps differentiate your business from others and can help attract more customers by showcasing your credibility.

verified license on yelp page

For example, our sister company Rescue Plumbing showcases their trade license on their business profile page.

Although this tiny blue shield might seem like a small gesture, Yelp’s survey in 2022 found that 82% of users are more likely to buy services from a business if they have a verified license badge.

Yelp Connect

Yelp Connect is a powerful premium tool that allows businesses to stay connected with their customers and attract new ones.

With, this feature, businesses can post updates, offers, events, and more directly on their Yelp page for all potential customers to see.

This feature helps to keep your business top of mind and attract more customers by providing valuable and engaging content on your page.

Benefits of Yelp Connect

  • Stay top of mind with customers: By regularly posting updates and offers on your page, you can keep your business at the forefront of customers’ minds, increasing the likelihood of them choosing your business over competitors.
  • Attract new customers: With access to a large audience on Yelp, businesses can use Yelp Connect to showcase their offerings and attract more potential customers through targeted posts. Yelp promotes your posts to potential customers in your area when their algorithm notices a popular demand for your services.
  • Unlimited posts: Yelp Connect allows businesses to post as much content as they want without any limitations. This allows businesses to share a variety of updates and special offers with their customers.

Logo and Tips

Having a visually appealing and recognizable logo is important for any business. On Yelp, businesses have the option to upload a logo to their page, which will appear at the top of their profile for all potential customers to see.

business profile logo preview yelp

In this feature, you can rotate, resize, and recolor your logo. If you don’t like how your logo looks, you can delete and reupload a newer version!

By having a professional and visually appealing logo, businesses can create a strong brand image and stand out among competitors.

Yelp provides a couple of short tips when uploading a logo to your profile. First, they recommend you upload a high-quality image so it can be seen easily on all devices. They also suggest making your logo fit for both a square and circular shape.

Business Highlights

Your business highlights appear on desktop and mobile devices and allow your page to stand out amongst other competitor businesses. Highlights appear in your Showcase Ads, Yelp search results, and your business page.

highlights from the business on yelp

This feature lets you add up to six custom highlights about your business. Here are some examples of features to choose from:

  • Luxury
  • Eco-Friendly
  • Speaks Spanish
  • Walk-Ins Welcome
  • {Years} in Business
  • Established in {Years}
  • Available by Appointment

If you’d like to see the entire list of features, you can reach out to a Yelp representative for a full list to choose from.

Portfolio

This feature is intended to showcase your work through images and it lives at the bottom of your business page.

image portfolio on business profile

Your portfolios can have up to 50 photos and can feature anything from before and after transformations, menu items, finished projects, and more.

By displaying a portfolio of your work, businesses can give potential customers a visual representation of their services and showcase their expertise in their field.

Add a New Project

Under the “Add a new project” button, there are three sections you can fill out: overview, add photos and additional details.

create a new project for yelp portfolio

With the overview feature, you can write in the name of the project, a description of what the project entailed, and a contact method for potential customers to click on. If you do not want to provide a contact method, you can select “None” in the toggle.

After you add the overview, the next thing to do is select several images that best represent the project. The number of images to select can range from 2 photos to 50!

To prevent unsupported files or low-quality images, read our creative ad specifications article to follow when uploading images to your portfolio.

The last optional section you can add before publishing a portfolio is any additional information you feel potential customers should know about this project.

additional information for yelp portfolio

For example, you can display a range of what you charged for the project, how long it took to complete, and when you completed the project.

Drafted Projects

Let’s say you made a portfolio ready to publish, but for some reason, you want to hold off on publishing. Right beside the “Publish Project” button located at the bottom right corner of the new project pop-up, there’s the “Save Draft” option. That way, you can save all of the information you input and don’t have to come back and rewrite it all over again!

Published Projects

Once you’ve published your project, customers will be able to see a list of your projects in the portfolio section on your business page.

On Yelp, customers can browse through each project by clicking on an image or reading the title and description of each published portfolio item.

Call to Action

The Call to Action (CTA) button on Yelp is a customizable feature that allows businesses to directly encourage potential customers to take a specific action. This button can be set to prompt users to book an appointment, order food, contact the business, or do any other action the business desires.

call to action button with own custom text

Located on the business’s Yelp page, it serves as a direct link between the business and its potential customers, effectively converting page visits into actions. By making it easier for customers to interact with the business, the Call to Action button significantly enhances your page’s ability to drive conversions and increase engagement on the platform.

Call to Action buttons on your mobile phone can be customized. However, CTA buttons on your desktop do not allow customization. Here are some CTA buttons Yelp lets you choose from:

  • Apply Now
  • Get Quote
  • Contact Us
  • Order Online
  • Get Directions
  • Book Appointment

The best part about having a CTA button is that you can customize the button as many times as you want.

If you no longer want to use a Call to Action button, Yelp allows you to easily disable this feature at any time.

Reviews

Reviews are an integral part of Yelp for businesses. With over 200 million reviews and counting, they serve as a powerful tool for customers to share their experiences with others. Reviews can greatly impact a business’s reputation and success on the platform.

Under each business profile, you’ll find a bar of stars that range from 1-5. When a customer clicks on these stars, they can leave a review about their experience with the business.

yelp reviews and star ratings

These reviews are publicly available for other potential customers to see, and businesses have the opportunity to respond to them.

Receiving positive reviews can greatly benefit a business by increasing its credibility and trustworthiness among potential customers. However, negative reviews can also arise, and businesses need to handle them professionally and respectfully. By responding promptly and addressing any concerns, businesses can turn negative experiences into positive ones.

After a customer leaves a review, a red dot will appear by this tab and notify you in your notifications. This way, you can keep track of your recent and favorite Yelp reviews and respond to them promptly.

review tab on side navigation for notifications

As a business owner, it’s important to actively monitor and engage with reviews on Yelp no matter if the reviews are good or bad. By consistently providing excellent service and responding to all types of reviews, businesses can improve their reputation and attract more customers.

With the customer’s review, there are three options you can do. Under the three dots towards the right side of the review, you can either see the entire review, share the review, or report the review. If the review is inappropriate, you can report it to Yelp for further review.

Photos and Videos

Another feature available for businesses on Yelp is the ability to add photos and videos to their profiles. This allows businesses to visually showcase their products, services, and overall aesthetic.

photos for yelp business profile

With photos, you’re able to upload, manage, and order your photos in whatever way you please!

To ensure your photos look their best on Yelp, we’ll talk about what specifications you should follow later in the article.

Slideshows

Slideshows is an upgraded feature where you can change your featured photos and have a carousel for customers to click through. On mobile, this feature acts as a header behind your business name and Yelp star rating. To scroll through the images, click the “See all” button in the bottom right corner of the image.

slideshow preview on cell phone for yelp photos

In addition to photos and videos, slideshows offer an interactive way for businesses to showcase their work or products. By featuring different images in a slideshow, businesses can capture the attention of potential customers and keep them engaged on their page.

Slideshows also allow businesses to change their featured photos regularly, providing a fresh look for returning visitors and showing potential customers the business is active and up-to-date on Yelp.

Community Questions

Community Questions allows businesses to engage with their customers and provide helpful information. This feature lets potential customers ask questions about the business and other users can respond with answers. This creates a sense of community and transparency for businesses on Yelp.

By actively responding to community questions, businesses can improve their reputation and customer satisfaction. Providing accurate and helpful responses also helps customers make informed decisions about the business.

Additionally, businesses can use this feature to showcase their knowledge and expertise in their industry by providing valuable insights and information.

Deals and Gift Certificates

This tool allows businesses to offer special promotions or discounts to potential customers. By creating a deal or gift certificate, businesses encourage customers to try their products or services.

With Deals, businesses can offer discounted prices, free items, or any other type of incentive to attract customers. These operate as prepaid vouchers for customers to purchase to get the discount. Yelp Deals are simple and free to create – you only pay Yelp when a customer buys the deal.

Gift Certificates, on the other hand, allow businesses to sell prepaid services or products at a discounted rate. This not only brings in immediate revenue for the business but also introduces new customers who may become repeat customers in the future. When businesses implement gift certificates, Yelp takes 10% of the earnings and leaves the other 90% for the business.

Overall, Deals and Gift Certificates are great ways for businesses to attract new customers, increase sales, and improve their overall presence on Yelp.

Billing

As a business owner, it’s important to understand how billing works on Yelp. In this tab, you’re able to access your billing information, payment methods on file, and the products you’ve currently purchased from Yelp.

Your Products

Under this section, you can view and manage the products you’ve purchased from Yelp. These may include advertising packages, deals, gift certificates, or other upgraded features for your business profile.

free business yelp profile versus optimized yelp profile

Here is a list of products in the advertising package you must purchase to elevate if you want to elevate your Yelp business page:

  • Logo
  • Video
  • Portfolio
  • Yelp Connect
  • Verified License
  • Business Highlights
  • Multi Locations Tool
  • Enhanced Listing Bundle
  • Eliminate Competitor Ads

Set Up Your Profile

Now that we’ve covered all of the basic and premium navigation tools in Yelp, it’s important to make sure your profile is set up for success.

To set up a free business Yelp account, you’ll find the “Set up your profile” tab in the top right-hand corner of your screen next to your Inbox.

set up yelp profile

In this setup process, you’re able to customize your profile for your potential customers, including all the necessary information needed to make a purchasing decision.

Step 1: Business Hours

To begin setting up your business profile, you have to set your business hours. By each day of the week, you can custom put in your hours of operation starting from Monday to Sunday. If you run a 24-hour business, you can check that box for each day.

set up business hours yelp

You will always be able to change your business hours in the future. It’s important to keep your business hours up-to-date so potential customers know when they can visit or contact your business.

Step 2: Categories and Services

Under this tab, you can select the primary and secondary categories for your business. This helps Yelp categorize your business appropriately and allows customers to find you when searching for specific services.

categories and service set up yelp profile

When selecting categories, you can also specify the services your business offers within each category. This ensures customers have a clear understanding of what your business provides.

For example, a plumbing company offering home services would want to specify which services they offer.

Step 3: Specialties

Moving on, specialties are where you can explain to potential customers what exactly makes your business unique from other related companies in your field. Think of this as a sales pitch to a customer who walked into your store and is debating whether or not to buy your product.

If you’re struggling to write a description, we recommend using ChatGPT to help elevate your answer.

Step 4: Service Area

Setting your address and areas of service is one of the most important steps in setting up your Yelp business profile. This allows potential customers to find your business when searching for businesses near their location.

categories and service set up yelp profile

Under “Service Area”, Yelp lets you set up to 6 areas you want to target for your services. This is especially helpful for businesses that offer services in multiple cities or regions.

One cool feature about this setting is that Yelp gives you a business location preview and highlights the areas of the service area you set. If your company provides services in various areas, consider setting your locations to the farthest points on the map to maximize coverage.

Step 5: Photos

This next step is very straightforward. Here, you can upload and manage the photos you think best represent your brand and company.

We recommend uploading pictures of your business, team members, products or services, and anything else that showcases your brand. You can also add captions to each photo for further explanation.

Step 6: Mobile App

The last step to set up your business profile is to download the Yelp app.

get yelp mobile app

To do this, enter your phone number and click “Send link” which will text a link to the Yelp app in the app store.

Business Information and Optimization

Now that you have a business profile set up, let’s talk about the “Business Information” tab on the side navigation below “Call to Action”.

business information tab on side navigation

In Business Information, you can manage all the key information that customers need to know about your business. This includes your address, phone number, website, and any other relevant details.

Categories and Services

Similar to our second step in setting up your business profile, this is where you can manage your categories and services offered.

categories and service under business information tab

Accessing this section under business information makes it extremely convenient for users to quickly substitute or change any information.

Photos and Videos

Just like setting up your profile, here is where you can manage photos and videos uploaded to your page. We highly recommend replacing outdated photos with up-to-date pictures. That way customers can feel they’re potentially buying a service you currently offer.

Amenities

In this tab, you can highlight any unique amenities or features your business offers. This could include free Wi-Fi, parking availability, wheelchair accessibility, and more. Highlighting these special features can help attract customers who are looking for specific accommodations.

amenities and more under yelp business information

Here are some examples of amenities you can highlight on your Yelp business page:

  • Open to All
  • Accepts Credit Cards
  • Offers Online Ordering
  • Offers Military Discount
  • Does Not Accept Cryptocurrency

Upcoming Special Hours

This feature is perfect for businesses that have different hours during holidays or special occasions. Under “Upcoming Special Hours”, you can add and edit any upcoming days where your business will have modified hours.

upcoming special hours for yelp business page

To enable this feature, click “Add special hours” and then “Add a New Day”. Clicking on this tab will also show you upcoming holidays that Yelp wants to remind you of in case you want to go ahead and claim your business hours for that day.

Other Features

In the Business Information tab, there are other features such as your Call to Action, Verified License, Business Highlights, Portfolio, and Hours of Operation that we have already covered previously in this article.

Making sure your business info is top-notch is key to bringing in customers and giving them what they need to make a purchasing decision.

From The Business

At the bottom of this page, you’ll find three areas where you can talk more about your business. This includes “Specialties”, “History”, and “Meet the Business Owner”.

messages from the yelp business page

Although these prompts are optional, including these sections adds a personal touch to your page. You can even include a photo of yourself or your team members to show the human side of your business.

Specialties

The “Specialties” of your business profile should talk about what your strengths are as a company. This is where you can highlight any unique services or products that make your business stand out from competitors.

History

In the “History” section, you can give customers a glimpse into the background and story of your business history. This could include when it was founded, how it has evolved over the years, and any milestones or accomplishments you want to share.

Meet the Business Owner

This section allows you to introduce yourself and your team to potential customers. This adds a personal touch and can help build trust with customers before they even step foot in your business or consider your services. Consider sharing some fun facts or hobbies about yourself to make a connection with customers.

Setting Up and Launching Yelp Advertising Campaign

Congratulations! You now have a fully optimized Yelp business profile. Now, let’s discuss how to take your presence to the next level by becoming advertisers and launching your first Yelp ads today.

Whether you’re using a free or paid business Yelp account, this guide is easy to follow.

Step 1: Keywords and Targeting

The first step in launching your Yelp ads campaign is to define your target settings and select relevant keywords. This will help ensure that your ad is shown to the right people who are most likely to be interested in your business.

choosing an ad keyword to target

Yelp ads offer various targeting options such as location and search terms, demographics, interests, behaviors, and more. You can also use specific search terms related to your business to make sure your ad appears in relevant searches.

Once you have your ad campaign running, you can go back in and block keywords or even boost certain keywords. However, those features come at higher costs and will have to be considered within your budget.

Step 2: Goal

For your goals, there are three options to choose from:

  1. Let Yelp Optimize
  2. Get More Phone Calls
  3. Get More Website Clicks
set your goal for ad-promoted tool

We advise against choosing “Let Yelp Optimize” because choosing this option means you won’t be able to control the type of leads you get. Instead, we recommend selecting “Get More Phone Calls” or “Get More Website Clicks”, depending on your specific business needs.

Step 3: Photo

When you choose “Select your own photo”, consider your business values and how you want people to think of your business.

set photo for ad-promoted campaign

For example, if you run an office or a team, we advise choosing a team photo for your ad. However, a restaurant should showcase one of its best dishes for its ad campaign.

Step 4: Text

For this step, you want to add your custom text that’s displayed right below the image of your ad. Keep it short and sweet.

write text for yelp ad campaign

You can highlight a current promotion or offer, your unique selling points, or any other information that will grab the attention of potential customers.

Step 5: Daily Budget

This is where you choose how much you want to spend each day on your campaign. Here you’ll have 4 budget options to choose from:

  • $10/day average with 18 monthly clicks
  • $15/day average with 26 monthly clicks
  • $25/day average with 44 monthly clicks
  • Set your own daily budget – input a custom number
set your daily budget for ad campaign

Out of these options, you can choose a plan that’s right for you financially. Keep in mind the more you spend, the more visibility your ad will receive.

There are also upgrade features you can opt-in for to enhance your results

  1. Upgrade package – ($4/day average) adds eye-catching visuals, removes competitor ads from your page, and converts page views into more leads.
  2. Verified License ($1/day average) to show customers you’re a trusted business by displaying a Verified License badge on your page and search results.

Step 6: Location

This step is where you choose the location where you want your ad to be shown. This could be a specific city, zip code, or radius around your business.

Targeted Locations vs Service Area

Knowing the difference between these two services can elevate your ad campaign like no other. Although they sound the same, their differences are drastic.

Targeted Locations choose who your ads are being shown to, allowing you to add up to 25 locations to target. Meaning, it’s important to input your best and most popular zip codes.

targeted yelp ads showing 25 locations

Service Area, on the other hand, takes part in Yelp’s “Request a Quote” services and only allows for up to six target locations. The “Request a Quote” service is used to connect you to clients without using ads.

service area showing 6 targeting locations

Remember, setting your target locations does not mean you are also setting your service area! They are both different features with different functions.

Yelp Ads: Report and Statistics

After creating your Yelp ads campaign, you can monitor its performance under the “Yelp Ads” Tab on the side navigation. Here you can access reports and statistics that show how your ads are performing.

Within the “Yelp Ads” section, you have certain performance statistics for specific time frames, allowing for a detailed analysis over the last 14 days, 30 days, or even a retrospective look at the past 12 months.

This feature enables businesses to measure the effectiveness of their advertising efforts over short and long periods, providing valuable insights into trends and areas for potential improvement. While you can’t craft flawless Yelp ads, analyzing these metrics can nudge you toward refining your ad campaign.

How Is My Ad Performing?

Similar to the Performance Summary under the “Home” tab, this section gives you ad statistics by viewing your ad impressions, page visits, and leads within the last 30 days.

how yelp ad is performing

Here is a breakdown of what each of these statistics means:

  • Impressions: total number of times your ads have been viewed, whether through search results or messaging leads.
  • Page Visits: number of people who have visited your page.
  • Leads: total number of leads you’ve received by phone call, messages, page visits, call-to-action clicks, and map views.

Although these metrics operate similarly to your performance summary, these statistics are catered toward your ad versus your overall performance as a business page.

Ad Contribution

This section is where you can see the direct impact of your ad campaign on your business page’s overall performance within the last 12 months.

yelp ad contribution

Yelp’s contribution statistics paint a clear picture by dividing this report into two different bar graphs; page visits and leads. You can toggle between these two charts under their designated tabs in the top left corner.

Both of these charts operate similarly and display month-by-month progress of how your page visits and leads measure from ads and organically.

  • Page Visits: This chart shows the breakdown of how many of your page visits are generated from ads versus organic visitors. You can hover over each month to see specific numbers.
  • Leads: The same concept applies to leads, but this time it’s showing you how many more leads were derived from ads versus organically. The graph will show a comparison between phone calls, map views, clicks on your call-to-action button, and more.
ad contribution page visits versus leads

A convenient feature of these statistics is that they break down your annual total for each tab, analyzing page visits and leads from ads versus organic search results. This running total on the right side of each chart allows quick and simple statistics rather than hovering over each month and crunching the numbers yourself.

running total for ad contribution

Your overall page visits and leads tabs will also include a projected number called a “Forecast” for the rest of the month. This number will change as the month continues, but it’s a great statistic to consider when analyzing ads versus organic performance.

Ad Performance and Spending

Below your ad contribution, your Yelp advertising performance is measured through a line chart and shows its progress over the last 30 days.

yelp ads performance

Similarly to the ad contribution section, you can toggle between these charts under their designated tabs in the top left corner.

  • Ad Impressions: A line graph showing how many times your ads were viewed over the last 30 days. Search results and message leads are factored into these statistics.
  • Ad Clicks: A line graph shows the most clicks your ads received over the last 30 days.
ad campaign performance measures impressions versus clicks

While both of these measures sound similar, there’s a huge difference between viewing an ad and clicking on it. Business pages have to consider what’s going to draw in a customer and make them click on it, and having these statistics can help elevate your Yelp ads campaign.

Below “Ad Performance”, you’ll see a little window talking about what you’ve spent on your ad during a certain time window, your average cost-per-click basis, and your average cost-per-lead. With “cost-per-lead”, Yelp calculates this by taking your total ad spending and dividing it by your phone, messages, CTA button clicks, and other leads.

“See more details”

Clicking this hyperlink takes you to a more comprehensive breakdown of your ad performance. This feature allows you to toggle your ad impressions and clicks ranging from the last 30 days, year, and even 24 months.

time stamps to track ad performance

Having the ability to compare your ad leads and impressions from a range of time frames allows you to see what months were most effective with your ad campaign, and where you can make improvements.

Being able to see how you did a year ago means you can assess those strategies to determine if they are worth revisiting or learning from. Overall, this is a great feature to utilize in your campaign.

Who is Engaging with My Business?

In this section, you’ll see a breakdown of users who have interacted with your business. With this data, we can gauge what are your strongest and weakest leads, where people are most popularly seeing your ad, and who is calling your business.

Leads Breakdown

This bar chart will show you what percentage of your leads come from phone calls, messages, page visits, and other actions.

leads breakdown who engages with yelp business

By hovering over the different divisions, you can see how many people called versus how many messaged during a specific time frame.

Similarly to Ad Performance, there is a blue hyperlink in the top right corner that directs you to more information about more leads.

Where Your Ad is Reaching

The “Where Your Ad is Reaching” section lets you know the most popular areas where people have seen your ads within the last 14 days.

where your ad is reaching under yelp ads

Your ad reach is displayed as a heat map to show exactly what areas are the most popular.

Calls to Your Business

Under this section, there is a convenient table that shows the dates and times that interested customers called your business after seeing your Yelp ads. This allows you to see what days and times are most popular for call-ins, so you can ensure that someone is always readily available to answer them.

Along with this data, you can also see the total number of received calls, what percentage of calls you answered, and the average time a customer was on the phone with your company.

What Changes Can I Make To My Ad?

This section is dedicated to helping you improve your ad performance. Yelp compares how your ad performs against other local businesses in the same industry and location, highlighting areas that could use improvement.

suggested yelp changes to make to ad campaign

Four main aspects of your ad are analyzed for potential changes:

  1. Ad Photo: This is the photo that appears in your ad. Yelp ads give you the option to either choose a photo or let Yelp optimize a picture for you.
  2. Ad Text: Your Ad text is extremely important as customers rely on this text to get to know the company. If you’re struggling with text, Yelp ads will optimize a customer review to include in your ad.
  3. Keywords: Yelp lets you choose certain keywords to help your ad reach its fullest potential. You want to choose keywords customers search on Yelp so you have a higher chance of being noticed.
  4. Location: Yelp ads allow businesses to target specific areas for their ads. If you want to make changes in your ad’s targeting, this section will let you adjust your target areas.

And the last two features on this page are your ad goal and budget. Ad goal lets you set a certain lead goal you want to make every day. For example, a Yelp business page can have a lead goal of 6 phone calls a day.

ad goal for campaign

With your budget, you can easily change how much you want to spend on your Yelp ads campaign by setting a daily average amount and a monthly budget.

Regular Yelp Business Profile vs Yelp Partner

Deciding between a regular Yelp Business Profile and engaging with a Yelp Partner represents two distinct pathways for managing your Yelp presence. Each offers unique benefits and considerations, fundamentally shaping the way your business interacts with potential customers on the platform.

Business Profile

A regular Yelp business profile is available to all businesses registered on Yelp. It includes basic information such as business name, address, phone number, operating hours, and reviews from customers.

However, a regular business profile does not have access to additional advertising features such as Showcase Ads, Themed Ads, Logos, and Portfolios.

Maintaining a regular business profile on Yelp is a great way to establish an online presence and receive reviews from customers. It’s also an excellent option for businesses looking for free exposure on the platform.

Yelp Partner

In addition to showcasing your business and advertisements, Yelp also offers a partnership program for businesses that want to take their online presence to the next level.

yelp advertising partner logo

Yelp Partners is a specialized program where participating businesses can access cutting-edge tools, valuable insights, and substantial cost advantages to boost visibility and engagement on Yelp.

The program works by offering partners exclusive access to promotional features, detailed analytics, and personalized support to maximize their return on investment on the platform.

Benefit #1: Custom Reporting

Through the Yelp Partner program, businesses can receive highly personalized reports and data-driven insights tailored to their specific marketing goals. These customizable reports provide valuable information such as engagement metrics, ad performance, and consumer behavior trends.

Additionally, partners have access to a dedicated team of experts trained in maximizing ROI and optimizing campaigns for success.

ROI, or Return on Investment, is a key performance indicator measuring the profit or loss generated from an advertising campaign’s cost. Understanding and improving ROI is key as it affects how well your marketing budget works while making sure you get the most from your ads.

Benefit #2: Custom Insights

Partners gain access to advanced tracking and reporting tools, giving them a deeper understanding of how their ads are performing and how customers engage with their business. This includes information such as clicks, calls, website visits, and other valuable data points.

While having advanced tools at their fingertips, partners also have early access to new products and features on Yelp before they become available to the general public.

Some examples of campaign optimization tools are video hosting, UTM link tracking, and API integration.

Having access to these tools provides businesses with a competitive edge, allowing them to stay ahead of the curve on Yelp.

Benefit #3: Discounted Pricing

Being a member of the Yelp Partner program includes exclusive special offer discounts and promotions for participating businesses.

Businesses can benefit from bundled pricing options, where multiple advertising services are offered at a reduced rate, offering substantial savings over individual purchases.

Additionally, partners often receive exclusive perks such as free upgrades on ad packages and valuable ad credits to use for future advertising efforts, enhancing their marketing campaigns’ effectiveness and reach.

These discounts can significantly impact a business’s overall ad budget, making it an excellent cost-saving option for smaller businesses.

Overall, the Yelp Partner program is an excellent option for businesses looking to elevate their online presence and engage with customers on Yelp actively. With exclusive benefits, Yelp Partner is a valuable investment for any business looking to stand out on the platform.

Insider Perspective: Rescue Plumbing

Reading this article does have its benefits, but why not hear from a company that runs a Yelp business page?

We talked to Benjamin Vance, owner of Rescue Plumbing, to learn about his honest opinions using an optimized Yelp business page.

According to Vance, using Yelp to advertise is essential, but it does have its flaws.

“I would like to say I’ve been in a love-and-hate relationship with Yelp for a very, very long time,” said Vance.

The reason behind his dissatisfaction with Yelp is that the Return-On-Investment (ROI) audits revealed Yelp to be pushing out their business ads to spam callers.

However, he emphasized how important it is to keep using Yelp because each advertising opportunity is good for your company.

Overall, Vance suggests every business should at least have a free Yelp business profile, consider optimizing their ads to benefit from Yelp leads and run monthly audits. Knowing exactly where your money is going and analyzing what is cost-effective gives you the option to shift your budget around if something is underperforming.

Summary

It’s clear Yelp remains a vital tool for businesses aiming to enhance their local presence in 2024. With its robust user base, trusted review system, and SEO advantages, Yelp provides a unique platform for businesses across various industries to connect with potential customers.

From the importance of maintaining a dynamic Yelp profile to the strategic use of ads and the benefits of becoming a Yelp Partner, each element of this guide is designed to empower businesses with the knowledge to leverage Yelp effectively.

As we’ve seen from Rescue Plumbing’s insider perspective, while challenges may arise, the potential for positive ROI and the ability to reach ready-to-purchase consumers make Yelp an invaluable component of any local marketing strategy.

Remember, success on Yelp is about more than ads; it’s about building trust, engaging with your community, and showcasing what makes your business stand out.

Frequently Asked Questions

To start a Yelp ad, you must first claim and verify your business on Yelp. Once your business is verified, you can then create an ad campaign through the “Advertising” tab in your business account. From there, you can choose from various advertising options such as sponsored search results, targeted display ads, or enhanced profile features.

Pricing for Yelp ads varies depending on the type of ad and location. It also takes into account factors such as competition, target audience, and budget. However, businesses have the option to set their own budget and adjust it at any time.

To maximize your Yelp ads, it’s important to have a complete and optimized business profile, target the right audience, and continually track and analyze your ad performance. Additionally, becoming a Yelp Partner can provide access to advanced tools and features for optimizing campaigns.

Yelp does offer paid advertising options for businesses, but it also offers free tools and features for managing a business page. Businesses can choose to use Yelp without paying for ads, but investing in advertising can help reach a larger audience and potentially drive more leads and sales.

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