Thinking of boosting your hotel's visibility on Yelp? This guide will explore the benefits of Yelp Ads for hotels, learn about different ad types, and walk you through the setup process. Learn how to leverage the power of Yelp to reach more travelers and drive direct bookings.
We all know how often we rely on Yelp when it comes to hiring a service or booking a stay. Along with other review platforms, we also ensure that the Yelp rating of a particular business is good so that we can make an informed decision.
Yelp lets businesses create a strong online presence for free. With this, they can opt for Yelp ads that can give much more results in terms of revenue and leads.
Yelp is playing a crucial role in the US market for businesses as it has accumulated around a whopping 32M unique app users and around 287M accumulative reviews.[1]
Also, there are almost 5.8M active business pages claimed on Yelp. This gives businesses a great chance to stand ahead of the competition.[2]
This proves how huge Yelp’s user base is and how vastly people rely on Yelp when it comes to choosing a business for the required service.
Before we understand how beneficial Yelp advertising for hotels could be, we will take a holistic approach towards Yelp ads for all businesses.
In this blog, we will understand how Yelp ads for hotels are beneficial, how to set them up, yelp ads ROI, and how hoteliers can make the most of Yelp Ads.
Yelp Advertising is an advertising service that Yelp offers. Yelp is a popular online review platform in the USA where various businesses can list themselves so that users can get their information.
According to the Yelp Internal data, in 2021-22, businesses drove almost 2.5x leads on average versus businesses who did not opt for Yelp Ads.
Usually, the Yelp ads model is compared with Google ads as both work on PPC. Users pay only for clicks and not for impressions.
Also, the CPC of Yelp ads is also higher than Google. But, the Yelp users are generally in the later stage of buying than the Google users.
This means people may randomly search for hotels in a particular area on Google. So, even if they click on your ad on Google, it's not necessary that they will convert. The chances are generally much lower because Google ads focus on search and keyword intent.
On the other hand, on Yelp, the users are determined to opt for a service and they are just looking for the best option for themselves. This is why the conversion rate is higher and hence the CPC too.
Now, Yelp also offers different ad solutions for different business needs. You can not solely rely on these ads for results. You will need to accumulate different Yelp tools to drive optimum results, such as profile optimization and ads, etc.
With Yelp, it does not matter which stage of the sales funnel you are in. They have solutions for everyone.
Now, we will quickly go through the types of Ads Yelp offers.
As mentioned earlier, there is no single ad solution by Yelp. You can find a variety of ads and choose the one that works best for you.
Here are the types of Yelp ads for hotels-
Source: Yelp
According to the sample study held by Yelp in 2021, an increase of 8% in leads was seen in restaurants that opted for Yelp Ads.
Yelp Ads for Restaurants is a comprehensive solution specifically designed and curated for restaurants that let you reach your exact target audience.
These ads are placed on search results and competitors’ pages as recommendations. The keyword optimization of Yeld ads is also impeccable. You can list as many keywords as you want for your restaurant. You can also select the keywords for which you DO NOT want to be discovered.
With Yelp Ads, you can target a hyperlocal audience by choosing a target location for your ad campaign. Again, these ads are PPC based, so you only pay for clicks and not impressions.
Also, in this, you can create an engaging CTA based on your ad goal. Whether you want people to call or message you directly, reserve a table, or add to the waitlist.
So, if you own a restaurant, “Yelp Ads for Restaurants” is probably the best solution you can go for.
Search ads, as the name suggests, are used to tap that audience that is in the last stage of decision-making. For example, someone searching for burgers or AC repairing services is a purchase-ready customer, someone who is in immediate need of the service.
So, here, the only thing you need to take care of is to appear prominently in front of customers. The more they see you, the higher the chances of them selecting you.
If you want to use Yelp Search Ads for Hotels, you can use specific category targeting, keyword blocking, boosting, location targeting, et,c to reach the target audience.
Where does it display?
86%
of searches on Yelp are for a product or service, not a specific business.[1]
[1] Yelp Internal Data 2021
As a hotelier, you can opt for search ads to tap into the users who are in search of hotels in a specific city or area or for a particular specification, i.e., hotels in San Francisco, pet-friendly hotels in San Francisco, hostel in NYC, etc.
The showcase ads are prominently used for showcasing your particular message to the Yelp users. This means if you have any offer going on or if you want to put any of your hotel’s features in the front, showcase ads are the best option for you.
Where does it display?
So, Showcase ads work similarly to search ads but showcase ads let you be more creative. You can add an offer image, description, and subtext as needed. Along with this, you can also opt for a CTA that matches your ad campaign.
You can pair these ads with search ads to get an extra advantage during a special seasonal offer period.
Still skeptical about Showcase Ads?
Here are some amazing facts about Yelp Showcase Ads for Hotels
3,300+
average monthly store visits are driven by Showcase Ads[1]
10.5M
average monthly page views to Yelp Business pages with Showcase offers[2]
[1] Yelp Internal Data, monthly average per campaign for 2023.
[2] Yelp Internal Data, daily and weekly average for 2023 per business located in the USA.
Have some amazing videos of your hotel? Turn them into ads! Yes, you can make video ads through spotlight Yelp ads.
As we all know, video content is impactful nowadays. It is impactful in the same way on ads, too. You can provide multiple videos for these campaigns so that users will keep getting fresh content all the time.
When the user clicks on the ad, it takes them to the Yelp business page, where they can get more details. With the help of the CTA button, you can redirect users to your website.
In the above image, you can see how the spotlight ad is displayed on the homepage in searches. When they click on the ad, they will be redirected to the business page, as shown in the second image, and use the CTA, as shown in the third image, to redirect them to the website.
Where does it display?
This is a more comprehensive ad model offered by Yelp for larger businesses and brands.
In simple words, Yelp Audience is a group of users that search for or review a certain kind of business on Yelp. Yelp collects user behavior data, like what they are searching for and what they're reviewing on Yelp.
Let's take an example of a hotel.
Now, here you get an opportunity to advertise your beachfront hotel in front of this user so that he may book at your property.
It does not end here. Once you opt for this, your user will see your ads across the internet, too (off-yelp sites).
Also, you can choose which ad format you want to go for (Display, Video, Connected TV, and Dynamic Yelp Content Ads). Your ad will be shown in the same selected format across a premium network of publishers.
You might have experienced this- you search for something online- say, for example, jewelry. Now, on every other platform or search engine, you will start seeing ads for jewelry stores.
This is exactly how Yelp Audiences works.
This ensures that you reach users with high purchase intent.
As mentioned in the Yelp Audiences section, Yelp gathers behavior data such as searches, reviews, business interactions, etc. Then, it creates audience segments.
Suppose the user has interacted with similar businesses as you, in any kind (e.g., boutique hotels). In that case, your ad will be shown to them while they are watching any other media content across other CTV platforms.
Where does it display?
When you opt for this, you can provide multiple images, videos, and content to Yelp. According to the user search query, Yelp would display the content to the guest.
For example, if a user searches for an accessible room in a particular area, Yelp would showcase the image of an accessible room at your hotel. This increases the chances of tapping into the customers who are looking for a specific need.
You can also test different CTAs (get directions, book now, call now, etc.), and Yelp will use the most relevant one according to the search intent.
Where does it display?
As we have already mentioned previously, on Yelp, you can merge multiple tools to drive optimum results. While you opt for any paid tools, ensure that your Yelp business page is properly set up and you are displaying the most current information.
In this blog, we have explained how to set up a Yelp Business Page for hotels. As we know, many of the tools in the profile are payable.
So, Yelp has given an accumulative solution to overcome this. Rather than opting for tools separately, Yelp offers Enhanced Profiles. You get all the necessary features under one roof to optimize and enhance your Yelp business page.
If you opt for Enhanced Profiles, ads from your competitors will be restricted from appearing on your business page. If your profile is not enhanced, then your unique user will constantly see your competitors, and you might end up losing your sales.
Here are some of the features you get with Enhanced Profiles-
It's very important to track ROI when it comes to running ad campaigns. It gives you insights into how your ad campaign is performing, whether it is driving any results, or whether you need to make any modifications to it.
Yelp has multiple measurement tools that let you track Yelp Ads ROI. Let's dive in.
If you have opted for Yelp search Ads, Showcase, Spotlight, and Connect, the Yelp Store Visits tool will help you calculate how many total store visits you have received through these campaigns.
As the name suggests, this tool helps you track every user action (including conversion) on your website derived from the Yelp Ad campaign.
With the help of the partner solution, you can track the number of calls customers make through your Yelp ad campaign.
With the help of partner tracking solutions, you can track customers as they move from Yelp Ads and Yelp Audiences to begin the purchase, whether in-store, in-app, or online.
With the help of these comprehensive KPIs, you can track and modify the ads and ensure the highest Yelp Ads ROI.
Yelp ads could be highly beneficial for hotels, but they also have their own challenges. But, if you take proper precautions and considerations, you can ensure the highest Yelp ads ROI on campaigns.
Let us take a look at a few challenges of investing in Yelp Ads.
As mentioned before, Yelp ads could be costlier than Google ads or Meta ads. However, the cost factor depends on various factors like location, industry, and the level of competition in a particular region. So, what works for one hotel may not necessarily work for another.
Also, the CPC of Yelp ads is higher and can be a bit challenging for smaller or newer businesses. But know, that the leads you get through Yelp ads are more beneficial as the user is in the later stage of purchasing funnel.
Constantly monitor your campaigns to track performance and make necessary changes to get more benefits.
Many businesses, especially larger ones and big brands, constantly run ads on Yelp. This could be challenging for smaller businesses as it would be difficult for your brand to stand out among them.
Brands with higher budgets can accumulate various ads to derive business. The chances of their ranking will always be higher versus those who are relying on a single ad campaign.
Moreover, Yelp ads are PPC based, meaning you are auctioning for a click. In this case, the one who bids more wins it. This could be challenging for those with tight budgets.
You can find your own loopholes and focus on other factors like keeping your profile up-to-date, driving more reviews, offering great guest experiences, etc, to aid your advertising.
There's no doubt that the paid ads will be beneficial to your profile visibility. But, a strong Yelp business profile presence can go a long way.
Here are a few tips and tricks to understand how you can respond to Yelp reviews for hotels and encourage more reviews.
Yelp has a very easy method to set up ads. We will explain how to set up Yelp Ads for hotels in just five easy steps.
Step 1: Select a goal for your ad campaign.
In this first step, you have to set a goal for your ad campaign. You get three options according to your goal.
Step 2: Add your Ad Photo
Here, you select images for your ad campaign. You can add custom images or let Yelp select the images that best suit your campaign. Yelp tests the gallery images and uses those that work the best. You can turn it off anytime.
Step 3: Your ad text
Here, you add the text for your ad. You get three options for text addition.
Step 4: Choose where to show your ad
Here, you choose the hyperlocal area where you want to target your audience from 5 miles to 15 miles. Your budget will also be dependent on this.
Step 5: Set your Budget
Here, you set the ad budget. Accordingly, Yelp will show you the estimated clicks you might get through the ad campaign.
Once this is selected, you can add the payment information, and the campaign is set up.
When you are done with setting up ads, you have to ensure that your profiles are also optimized and up-to-date.
If your profile is not convincing enough, your ad campaign will be useless, even if you pay thousands for it.
Here are a few points to take into consideration when creating Yelp Ads for Hotels-
[1] Yelp Metrics as of September 30, 2024
Yelp Advertising can be a powerful tool for hotels. Particularly those targeting local and leisure travelers. If you have a strong online presence on Yelp with a well-maintained Yelp profile and a focus on customer satisfaction, Yelp Ads can help you immensely.
They can effectively increase your visibility, drive direct bookings, and generate valuable leads. However, carefully consider your budget, target audience, and competitive landscape.
Monitor your campaigns closely, adjust your strategies as needed, and prioritize a positive guest experience to maximize your return on investment.
Author
Roshan Patel
CEO & Founder
Meet Roshan Patel, the dynamic force propelling INNsight to new heights. As a co-founder, his pragmatic and cost-focused leadership shapes the company's technical strategy and product architecture, ensuring a seamless hotel digital experience. With a hotel management and technology background, Roshan is a driving force in providing INNkeepers the tools they need to economically showcase their properties to cost-conscious travelers. Roshan's impact goes beyond tech, raising INNsight as a game-changer in hotel digital marketing.
Follow him on LinkedIn - Roshan Patel - INNsight
Related Blogs
Enhance your reputation now →
