![]() ![]() The tools outlined below assist companies in reaching their target customers more easily: Connect Audience Model This became increasingly important as pandemic restrictions impacted business hours and services, and regular updates were required.īuilding on that, Yelp has devised better ways for businesses to target not only existing customers seeking out their specific services but potential ones interacting with similar companies or searching for relevant information. The introduction of Yelp Connect back in 2019 enabled companies to better communicate with existing customers. The platform is adapting itself to the needs of its users by supporting and highlighting them in doing this. With Yelp searches for LGBTQ-owned businesses up by more than 150% through April, it seems that customers are responding to social injustice by seeking out and frequenting businesses owned by members of marginalized communities and their allies. These will be highlighted with rainbow-colored map pins for the entire month of June – Pride Month. Showcase brand valuesĪs part of a recent flurry of similar attributes, companies can add to their listing to help customers find and support specific businesses in their local community Yelp has now added an ‘LGBTQ-Owned’ and an ‘Open to All’ attribute too. This enables business owners to make evidence-backed decisions to optimize their current campaigns. ![]() Moving beyond their initial ‘sharing budgets of similar companies’ approach, Yelp’s new machine learning engine now generates recommendations for advertisers based on in-depth analysis of the business’ profile, previous campaign performance, lookalike audience data, and more. Yelp has also reconfigured its budget editing experience, providing support for those grappling with their ad spend – a challenging prospect in these uncertain times. “…my ad clicks are never wasted on areas that I don’t want to service… The leads are more relevant, and my time is spent connecting with customers that will generate revenue for my business.” Budget Recommendations As one participant of the pilot program explains : Yelp reports that those utilizing CLT are already seeing a lower Cost-Per-Click (CPC) on their Yelp Ads due to this more relevant targeting. It is also better able to serve brands now offering remote and virtual services. This new feature is particularly beneficial for service-area businesses such as those in the Home and Local Services sector, who don’t always operate in the exact area where their offices are located. These locations can be indicated by zip code, city, or neighborhood. Custom Location Targeting enables them to designate specific areas for their Yelp Ads to appear. Previously, businesses were limited to advertising in a radius around their physical location. Several new updates provide companies with greater control of their presence on the platform, including: Custom Location Targeting (CLT) To this end, it has continued to roll out updates to enhance the experience of brands that advertise through them. Gain more control in paid Yelp ad campaignsįrom the start of the pandemic, Yelp has worked hard with the clear focus of supporting businesses with staying connected with their customers. Let’s see what’s new with Yelp’s listings updates and what they mean for enterprise brands - as well as Yelp’s 90 million users per month. And now, Yelp is giving local businesses new ways to connect with more relevant customers, optimize budgets, and showcase the company’s values. Last month, we learned of new health and safety fields available on Yelp listings. Yelp announced $25 million in support for local businesses affected by Coronavirus early on in the crisis and since then has continuously evolved to offer new features, functions, and tools to better support listed businesses. Businesses have had to move quickly to pivot and adapt to changing conditions caused by the pandemic, and the online marketing and reviews platforms that serve them are no different.
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