![]() It’s been two years since the film Billion Dollar Bully was released, and it seems like not much has changed at Yelp. “They either pay more money to push better reviews higher up on their Yelp business page, or they get hosed by negative reviews that may or may not have merit,” Bechor says. With more scrutiny coming to major tech companies in the past month (most notably, the whistleblower report on the Facebook suite of companies) might this dynamic change? Congress is putting pressure on big tech companies in an effort to stop them from hiding behind their algorithms, but small businesses that rely on their reputation feel the pressure of a “pay to play” no-win situation. For many business owners, the business model feels definitely skewed toward the “for worse” side of that equation, says Smith, who helps clients manage their online reputation, and finds Yelp among “the most problematic platforms to work with.” Yelp is a business advertising and review platform that seems by all accounts here to stay, for better or worse. “Yelp was more than happy to take his advertising dollars, but wouldn’t help Joe with a seemingly random review that he felt did not conform to Yelp’s terms of service,” says Joseph Smith, owner of 1REALTOUR.īechor is not alone. *This particular functionality is currently only available on the Yelp website, not through the app.When Joe Bechor, CEO and founder of California Skyline Remodeling of Van Nuys, California, tried to work with Yelp to ethically manage his business profile and ad spend with Yelp, he ran up against a virtual brick wall. Click on the X next to each keyword you would like to block your ad from appearing for or enter a keyword to block.Most likely it’s because Yelp was not set up as a legal directory which would have had significantly different practice categories… I mean if you’re hungry for a sandwich you might want a burger – It makes sense for restaurants and entertainment. Having a background in Yellow Pages and legal directories, I can’t help but think to myself that it’s a wonder how those originally got grouped together in the first place. In my opinion there’s only a few of those “related phrases” that the average personal injury law firm would want to pay to be found for. Just by being in the “Personal Injury Law” category, you’d also be potentially running an ad for the following searches by default: Take a look at the screenshot below of the default search phrases that Everest Legal Marketing recently customized for a personal injury client’s Yelp ad. Additionally, they have to incur the overhead cost of administering incoming leads that they can’t work with, and often the added hassle of sending out non-engagement letters to potential clients they’ve turned down. This leads to “budget burn” on non-productive advertising. Part of a lot of lawyer’s gripes about Yelp advertising is that they spend money to be found, but they’re also visible for phrases that have nothing to do with their practice. You Can Now Choose What Words You Don’t Want to Spend Money On in Yelp The same goes for estate planning lawyers who don’t do probate, business litigation firms that don’t do simple incorporations… you get the picture. Unfortunately most PPC platforms recognize “medical malpractice lawyer” as a related search to “personal injury lawyer” and you’d be grouped in by default. For example in California, most personal injury lawyers don’t want to pursue medical malpractice cases due to MICRA, case complexity, litigation costs etc. The problem is that sometimes those related searches aren’t really what you do, or for one reason or another you don’t want to spend advertising dollars pursuing that traffic. In most PPC platforms, like Google, Bing and Yelp you’re usually paying to be found for specific searches and related searches ( synonyms and phrase variations). Negative keyword targeting was born from pay-per-click advertising (PPC), or the ability to pay for search phrases you’d want to appear for in a search. Why is this critical for Yelp advertisers? Well read on to see how this will change your entire execution of Yelp ads. You may think that doesn’t sound groundbreaking, but you’d be wrong. There’s a new option that allows “negative keyword targeting” – the ability to choose what words you don’t want to spend money on. If you’re a lawyer who’s running a Yelp advertising campaign, you need to stop what you’re doing and read this article. You Can Now Choose What Words You Don’t Want to Spend Money On in Yelp.
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