He’s been advertising with Yelp and considers the results lack luster. Jared reached out to me while I was searching for more info on attorneys who have had actual experience using Yelp to advertise their law firm. This case study is from Jared Staver from the Staver Law Group. Some months could potentially be better than others.įor this particular client I am going to suggest that they focus more on building up their Yelp reviews, to see whether that increases click through rates (CTR) and conversions. I plan on keeping this test running for a bit longer and adding more data but so far it’s not helping sign cases.Īnother flaw of course is that this is a pay per click product which means I will always pay for these clicks. Considering the issues that I pointed out above, specifically in an industry that has a general categorization and then sub categories (practice areas), there are some flaws in the system. This is a small sample size but the numbers don’t look promising. Impressions (# of times the ad was actually displayed to a user): 139.These clicks tend to end up around $10 per click in Denver. Typically 1 out of every 5 contacts might turn into a case for this attorney so we are shooting to get at least 5 contacts (not clicks) a month. We decided to start off small with a $250 budget. In this example, we were testing Yelp Ads for a Denver based attorney who handles personal injury and traffic cases. If we find another that is particularly effective, we invest heavily in it. If after testing we find that a certain advertising platform or channel is ineffective, we abandon it. High keyword rankings and lots of free Google search traffic is cool, but the reality is that we care most about helping our clients sign more cases. Law Firm Ads on Yelp: Case Study #1Īs legal marketers we are constantly testing and trying new advertising methods. Now that we’ve established the basics of Yelp’s ad platform, let’s look a couple of case studies and feedback from actual law firms who’ve advertised on Yelp. The take away here is that because Yelp does not offer any sort of targeting functionality, it’s impossible to know whether your ad is reaching a relevant audience more often than not. Any marketer worth her salt will tell you that the ability to target a relevant audience is crucial to effective marketing.įor example, if Sally logs on to Yelp to search for a lawyer to help her with a child custody matter, and she instead is served ads for lawyers who primarily handle personal injury, she is not likely to engage with the ad. I’m of the opinion Yelp’s inability to allow marketers to target a more relevant audience makes their advertising platform less effective overall. This is an easy process but is it effective? You sign into your account, select your monthly budget, and you’re done. The process for signing up is pretty simple though. The Yelp advertising platform does not allow you to target your ads to users based on specific relevancy indicators, such as keyword search or demographics. On search result pages:ĭoes Yelp’s Ad Platform Offer User Targeting Options? In a nutshell, if you buy ad space on Yelp, your ad will show in one of these two places: 1. “Yelp Ads appear in a variety of places including on relevant search result pages and competitor business pages.” – Yelp Advertising With regards to placement within their platform, Yelp explains: Let’s go! Where are Yelp Ads Displayed?Īds are displayed across Yelp’s platforms desktop website, mobile website, and mobile app. Specifically, we’ll look at the fundamental features and functionality of Yelp’s ad products, and we’ll dive into two real world case studies from lawyers we’ve talked to who’ve advertised on Yelp. It’s no wonder that law firms have begun to test whether Yelp Advertisements can be an effective way to attract new clients.įor the remainder of this post we will explore the question, should law firms expect a positive return on a Yelp advertising investment? To top it off, Yelp’s data is relied on heavily by Apple Maps (see image to the right).īetween it’s massive app user base, website traffic, and integration with Apple Maps, Yelp is a compelling advertising platform. There have been over 10mm downloads of the Yelp app in the Google Play store and it’s the 32nd most popular website in America according to. Whether you love them or hate them you’ve at least heard of them, and you’ve likely used their website or app to find a good sushi joint in your neighborhood.
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