And its rating is 1.13/5 stars, which we’d describe as abysmal at best. The company holds a C+ rating on BBB with a history of frequent complaints. There Are Many Open Complaints Against Yelp They found that the Yelp ads resulted in a cost per lead that was 3 times that of the Google Ads campaign. Search Engine Land ran a comparison between a Google Ads campaign and a Yelp campaign for the same company. In contrast, the average cost per click on Yelp is $3-$4. The average cost per click on Google search is $2.69 and $.63 for display ads. That lack of insight makes it challenging to measure ROI and decide the best next step for your business. So while you’ve spent money with the company, they do little to tell you where that money went and how that money performed. It’s challenging to see what a user does after that and attribute a lead to Yelp. Yelp Lacks In-depth Statistics and Insights Into Your AdsĮven when you’re a paying customer, you only get insights into impressions and clicks. Organic and pay-per-click ads on Google go hand in hand to build a comprehensive marketing strategy. And delivering traffic related to certain keywords through paid targeting can support your organic efforts. In contrast, when you invest with Google, more traffic on your website helps your SEO. With Yelp, It’s a Pay-to-rank StrategyĪnd when you invest, it doesn’t necessarily do anything to improve your organic rank on the platform. While Yelp’s algorithm has stood up to legal challenges, it doesn’t make it an upright and upstanding way of doing business, calling to question the limited data you get back after running ads. There seems to be no rhyme or reason for what reviews are at the top of a Yelp profile as some of the top reviews can be from several years prior. Other small businesses have made similar claims. The Daily Show did a segment on the question: Does Yelp Extort Businesses? The segment took a look at a small business’s claim that its overall rating increased when paying for ads and decreased when not paying for ads. In fact, many businesses find that their positive reviews come up out of the “Other reviews that are currently not recommended” section when they are paying for ads and their negative reviews surface when they are no longer paying for ads. While Yelp stands behind its algorithm, no amount of proof that a customer is legitimate or history of the profile posting the review seems to matter. And yet, many reviews get moved to the bottom of your page under very tiny text labeled “Other reviews that are currently not recommended.” Your business works hard to provide outstanding customer service and then solicit legitimate reviews from those customers. Yelp Uses a Questionable Algorithm for Sorting Reviews Here’s why investing in Google through SEO, content marketing and PPC is far more valuable than Yelp ads.
So if you’re looking at the question of where to advertise solely based on statistics, it seems clear that you’ll gain more exposure by investing in your Google presence than you will in Yelp. And of those searches, 58.4 percent lead to a purchase.īut while Google is delivering results for millions of searches, Yelp doesn’t even rank on the top 100 most visited websites on the internet where Google holds the 45 th spot currently. Google processes an astounding 3.5 million searches per day. When you go looking for the best local businesses, you likely go to one of two places: Google or Yelp. Let’s look at some facts and figures about Yelp first. But knowing where to put your advertising dollars can be challenging. To get online exposure, you need to be present within search engines and online listing websites. Why Yelp Is Terrible for Small Business Advertising Then we’ll outline a better use of your marketing dollars. We’ll explain the challenges with Yelp, Angi and HomeAdvisor. These ad platforms are well known in the marketing industry for expensive bills, a high cost per click and minimal, if any, results. So if you’ve run ads on Yelp, Angi or HomeAdvisor and paid enormous amounts for a high cost per lead – or worse, you got no leads – you’re not alone. Some online ad platforms are far superior to others and deliver far better results. But that doesn’t always mean they are the best methods for you. There are plenty of places to advertise on the internet.
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