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How to Target the Right Audience with Yelp Advertising: A Step-By-Step Guide

How to Target the Right Audience with Yelp Advertising

Yelp gives you the perfect opportunity to showcase your products or services to the right people at the right time and place. It’s a simple yet powerful way to attract new customers and boost your business. 

Whether you’re looking to understand different types of audiences or want to dive into custom segments and similar audiences, this guide will walk you through everything you need to know to take your Yelp Ads campaigns to the next level and see real success. 

STEP 1: Defining Your Target Audience 

The first and most important step is determining who you want to reach. The goal is simple: figure out who’s most likely to need your product or service so you can focus your advertising on them. Let’s walk through how to do that. 

Start with Your Past Customer Data 

If you’ve been in business for a while, your existing customer data is your best resource. Look for common traits and patterns that define your current customers. 

Here are the key areas to focus on: 

  • Demographics: What do your customers have in common in terms of age, gender, income, and job titles? For instance, Yelp’s data shows that a significant chunk of its users (about 60%) are between 18-34 years old. Does this align with your current customer base? If so, you’ve already got a starting point. 
  • Behavior: Pay attention to how your customers behave—purchasing patterns, browsing habits, repeat visits. 
  • Psychographics: Know your customers’ interests and values. Are they into sustainability? Do they care about local businesses?  
  • Location: Understanding where your customers come from (neighborhood, city, or region) will help you target specific geographic areas. 

If you don’t have customer data yet, start by gathering some. Surveys or feedback forms can be quick ways to learn about potential customers. Incentivize responses by offering something small, like a discount or freebie, to encourage participation. 

STEP 2: Setting Your Campaign Goal  

Defining your campaign goal sets the foundation for how your ads will engage potential customers, whether you’re aiming for phone calls, website visits, or other forms of engagement. 

 Yelp gives you a few options: 

  • Increase phone calls: Ideal for service providers like electricians or plumbers looking for direct leads. 
  • Drive website clicks: Perfect for focusing on online sales or getting more traffic. 
  • Let Yelp’s algorithm decide: A smart choice if you want Yelp’s system to optimize your ads automatically. 

The algorithm adapts based on real-time user behavior, showing the best call-to-action (like “Call Now” or “Visit Website”) to the right people. This takes the guesswork out of choosing the right goal and guarantees better engagement. 

STEP 3: Fine-Tune Your Ad Plan to Match Audience Preferences 

So, what does optimization look like? Start by testing different ad formats and targeting parameters. For instance, try out various headlines and images to see which ones catch your audience’s attention. Creating ad copies that resonate with your target customers is also important.  

 Monitoring your key performance indicators (KPIs) is also important. Keep an eye on metrics like clicks, impressions, and conversions. Yelp provides insights that can help you gauge what’s working and what’s not.

FAQs

Use location targeting on Yelp to reach nearby customers by setting a 5 to 25 miles radius. Restaurants should opt for smaller radii, while service providers can extend theirs. Since 85% of users act within a day of searching for local services, consider offering promotions, like discounts, to attract nearby customers.

Yelp audience segments group users based on interests and behaviors. Target users who’ve searched for services similar to yours or engaged with related businesses. Focus on specific segments, like pet grooming seekers, to increase engagement by up to 200%. Monitor performance metrics to identify the most influential segments.

Yelp reviews are powerful social proof that can influence potential customers. Use snippets from your best reviews in ads, as 92% of consumers read them before deciding. Responding to all reviews boosts engagement by 33%. Encourage satisfied customers to leave reviews to build trust and enhance search visibility.

With over 70% of Yelp searches on mobile, optimize your ads accordingly. Ensure they are visually appealing and easy to read on small screens, with concise messaging. Use relevant keywords in your profile to improve visibility in mobile searches, and consider mobile-exclusive promotions to attract users.

Choosing the right business categories on Yelp boosts visibility. Select relevant primary and secondary categories that accurately represent your business; for example, a bakery should list "Bakery" first and "Cafe" second. Correct categorization can increase visibility by up to 40%, so highlight what makes you unique in your ads.

Seasonal trends impact your Yelp advertising strategy. Identify peak times for your business, such as holidays for restaurants or spring for landscaping, and adjust your advertising efforts accordingly. Increasing ad spend and promoting seasonal specials during these periods can lead to a 30% increase in inquiries.