Yelp Local Audiences
Even though it’s the largest crowed-sourced review site of its kind, Yelp is often an underutilized tool in the digital marketing arsenal. Luckily, Yelp just made it easier for brands to reach audiences with a new data-driven ad product called Yelp Local Audiences.
In short, brands can now buy anonymous user information based on actions they took on the Yelp site and app. Via Yelp Local Audiences, advertisers can target users by more than 1,000 specific business categories ranging from brand and product attributes to demographics and geography.
A Unique Opportunity
However, some experts argue that targeting Yelp users with long-term ad campaigns poses some unique issues… and opportunities. According to a Nielsen survey, approximately 80% of Yelp users make a purchase within one week of visiting a company page – making the Yelp audience uniquely “perishable,” but also valuable. Reach them after this seven-day period, it’s likely too late, so timing is crucial.