Yelp, the popular online review platform, is making waves in the advertising world with its new features and updates aimed at national brands and advertisers. This move is a strategic effort by Yelp to attract more enterprise clients and expand its advertising capabilities beyond local businesses. In this article, we will delve into the details of these new offerings and explore why they matter.
One of the key additions is the “Request a Quote for Brands” feature, which allows national service businesses to receive and manage leads across multiple locations. This is a game-changer for businesses with a presence in various cities or regions, as it streamlines the lead generation process and makes it easier to handle inquiries from potential customers. Additionally, Yelp has introduced a Leads API that integrates with existing customer management tools, further enhancing the efficiency of lead management.
In an effort to provide more value to multi-location businesses, Yelp has also launched “Yelp Guaranteed.” This feature offers up to $2,500 in coverage if something goes wrong with a project booked through the Request a Quote feature. This is particularly beneficial for businesses operating in popular categories like contractors, HVAC, plumbers, and movers, where customers often seek reassurance that their projects will be completed successfully.
Yelp has also expanded its ad formats to include spotlight video ads in business page photo galleries. This gives advertisers the opportunity to engage with Yelp users through captivating video content, increasing brand visibility and driving conversions. Furthermore, Yelp Audiences has been extended to audio platforms such as Spotify, Pandora, and SiriusXM, as well as connected TV. This means that advertisers can reach Yelp’s audience across various digital platforms, maximizing their reach and impact.
To help advertisers measure the performance of their ads, Yelp has introduced new measurement tools, including the Conversion API (CAPI). This tool allows advertisers to measure ad performance without relying on cookies, providing more accurate and reliable data. This is especially important in today’s privacy-conscious environment, where cookies are becoming less reliable for tracking user behavior.
In addition to these features, Yelp has also launched a portfolio tool that allows businesses to showcase their work to potential customers. Businesses can upload photos into an album and provide project overviews, including cost and timeline. This is a valuable asset for businesses as it allows them to highlight their expertise and attract potential customers.
These updates are significant for advertisers, especially national and multi-location businesses, as they provide more effective ways to reach and convert Yelp’s audience. They also offer better tools for managing and measuring advertising efforts, enabling businesses to optimize their campaigns and drive better results.
Yelp’s strategy of driving more value for national services businesses and advertisers across categories is evident in these updates. By continually expanding its enterprise offerings and adapting to the changing needs of national businesses, Yelp is solidifying its position as a leading advertising platform.
In conclusion, Yelp’s new advertising opportunities for national brands and advertisers are a testament to the company’s commitment to innovation and meeting the evolving needs of its clients. With features such as Request a Quote for Brands, Yelp Guaranteed, expanded ad formats, new measurement tools, and a portfolio showcase, businesses can now effectively reach and convert Yelp’s audience while having better control over their advertising efforts. As Yelp continues to expand its enterprise offerings, it remains a powerful tool for businesses looking to maximize their advertising impact.
