As a small business owner, figuring out where to put your advertising dollars can feel overwhelming. Yelp Ads and Google Ads are two major players, especially for local businesses, each offering unique benefits to businesses looking to make their mark online. Understanding the ins and outs can help you make the best choice for your business, and where to spend your ad dollars.
What Are Yelp Ads?
Yelp is a popular review site where people look for local businesses. With Yelp Ads, you can promote your business in their search results among other local competitors. Here’s why you might consider Yelp Ads:
Targeting Local Customers
Yelp is good for local businesses. When people search for services or products in their area on Yelp, advertising can put your business at the top of those search results. This means your ads reach people who are likely ready to buy.
Trust & Credibility
Yelp users often trust the reviews and ratings they find. When your ad shows up next to positive reviews, it can boost your credibility and make potential customers more likely to choose your business. You’ve likely picked a restaurant or coffee shop because of its Yelp reviews – think about how customers could find your business with this same mentality.
Costs & Budgeting
Yelp Ads run on a cost-per-click (CPC) basis, meaning you pay each time someone clicks on your ad. Costs can vary based on your industry and competition. Yelp also offers enhanced profiles with extra features like call-to-action buttons, which can increase visibility and add to your costs. Keeping an eye on your budget is essential to avoid overspending. In our experience, you’ll want to be cautious when leaning into everything a Yelp ad representative will offer you as they will try to sell you things you likely don’t need. Define your budget upfront and then use premium services as needed.
What Are Google Ads?
Google Ads is a versatile platform that includes search ads, display ads, shopping ads and video ads. Here’s what you need to know about Google Ads and why they can be a great fit for small businesses:
Wide Reach & Flexibility
Google Ads offers extensive reach, allowing you to target local customers based on keywords, demographics, interests, and more. This flexibility means you can create tailored campaigns to meet specific goals, whether driving website traffic, increasing sales or generating leads.
Detailed Analytics
Google Ads provides detailed analytics and reporting tools. You can track clicks, conversions, and other important metrics in real-time. This data helps you tweak your campaigns for better performance and return on ad spend (ROAS).
Cost Options
Google Ads uses a CPC model where advertisers pay for each click they receive. This CPC model can be expensive, especially for highly competitive niches, so you’ll need to budget accordingly. For example, if you needed to bid on a keyword like “personal injury lawyer near me”, just know it’s highly competitive and means a high CPC.
Making the Best Choice for Your Ad Dollars
When choosing between Yelp Ads and Google Ads, it’s important to consider these factors:
Your Business Type & Goals
If you run a local business that relies on foot traffic or local customers (i.e., a restaurant), Yelp Ads might be more beneficial. Yelp’s focus on local reach and reviews can drive more in-person visits. If your business has a broader reach or aims to drive online sales and leads, Google Ads offers more versatility and a wider reach.
Budget & Cost Management
Both platforms can be cost-effective if appropriately managed. Yelp’s costs can be higher in competitive categories, and expenses can add up quickly without careful monitoring. Google Ads’ bidding system can also be pricey for popular keywords, but it offers more control over budgeting with various pricing models to suit different needs.
Support & Resources
Google Ads’ extensive support and resource network can make it easier for beginners to navigate and optimize their campaigns. Yelp’s more personalized approach can be helpful, but it might not always meet expectations in terms of responsiveness. Additionally, Yelp’s form of “support” is more of a sales pitch than actual support for businesses and the company’s sales reps can be rather pushy. With either advertising platform, if you don’t have much experience with digital advertising, it’s a steep learning curve and you’ll benefit from working with a digital marketing agency.
Final Thoughts On Yelp vs. Google Advertising
Choosing between Yelp Ads and Google Ads ultimately depends on your business type, goals, and budget. Yelp Ads are a good move for local businesses looking to leverage reviews and target customers ready to purchase, typically in person at a restaurant or storefront. Yelp isn’t very transparent with how their ad system works, so it’s recommended to test with a small budget. Conversely, Google Ads provides broader reach and more versatile options and transparency, making them suitable for various advertising goals. When choosing either ad platform, be sure to understand exactly how you will be billed, what support is available, and what budget you can test with.
Both Yelp and Google have aggressive sales reps you’ll want to watch out for. Be cautious about working with them and understand that either platform’s sales representative is only trying to make money for their platform. They are not concerned with your business and the “support” they offer is a glorified sales pitch.
If you’re considering using Yelp or Google to advertise your small business, we would be happy to answer any questions you may have and ensure everything is set up correctly. Schedule a consultation today so we can learn more about your business and advertising goals.
