26
Apr

Multi-Platform Advertising — Run Ads with Microsoft & Yelp

In today’s digital world, consumers are becoming more connected and tech-savvy than ever before. If you are a marketer, this means being where your consumers are is a necessity. You need to meet their increasingly high expectations and personalize your advertising to gain their attention more effectively.

To drive conversions and gain loyal customers, your business needs to integrate an omnichannel marketing strategy and take advantage of all the digital platforms that are currently available online. In other words, not relying only on Facebook and Google to run your advertising campaigns.

Granted, Facebook and Google are vital to your overall digital marketing strategy. There is no doubt that both platforms are essential for reaching your online audience. Statista reports that Google accounts for 90.46% of all search engine markets worldwide while Facebook currently has 2.5 billion active users. So, of course, we are not suggesting that you ignore these platforms, but rather that you consider all the platforms that are available online and then decide which strategy fits your marketing objectives best.

Quote about conversion

With that in mind, let’s take a deeper look at other digital channels available online — particularly Microsoft and Yelp.

Benefits of Microsoft Ads

There are 3 reasons why running ads with Microsoft could be crucial for your business.

Reach a wider audience network

When you advertise with Microsoft, your ads will appear on the search results page of Bing, AOL, Yahoo-owned sites, and Microsoft’s syndicated network partner sites like Amazon, Wall Street Journal, CBS Interactive, and more. If your customer base is older and less tech-savvy, Microsoft’s network of platforms could prove to be a better alternative to Google and Facebook.

Lower CPC

When compared with advertising costs on Google, Microsoft is much cheaper with a 29% lower cost per sale! Microsoft automatically sets your bid in real-time to get as many clicks as possible within your set budget. Below is the AB test result done by Spinutech on Google ads vs. Bing ads.

Metrics of Google and Bing campaigns

Reach more affluent audiences

Nearly 71% of the Microsoft Search Network’s audiences are 35 and older. Furthermore, 54% of those audiences are reported to have an income of $75,000 and higher. These audience groups tend to spend more money online than their Google counterparts.

Pie chart of Bing’s global audience household income

Benefits of Yelp Ads

Now that we’ve discussed the benefits of using Microsoft ads, let’s take a look at how you could leverage Yelp ads to support your business even further.

Reach local communities

Considered as the #1 online review site, Yelp currently has 178 million unique monthly visitors with over 29 million local businesses listed. With its distance targeting feature, Yelp advertisers can show ads relative to their businesses’ physical location. For industries in the home service professionals, doctors, and dentists’ offices, Yelp could prove to have a very successful ROI.

Find audiences with purchase intent

Yelp users engage in high-intent searches to find local businesses near them. This is unlike Google, where users are online to conduct general research. According to Nielsen, 92% of consumers purchase after visiting Yelp’s platform. 79% of those consumers purchase within a week.

Nielsen study on Yelp's consumer purchase intent

Target more narrow audiences

Half of Yelp users are reported to have income greater than $100,000 per year and over 80% of them have a college background. There are thousands of business categories available on Yelp and the shopping category makes up 21% of the total. To put it simply, the majority of Yelp users are 35 years old and over, have money, and have a purchase intent, which makes them ideal candidates for any advertiser!

Demographic of Yelp users

Run Microsoft and Yelp Ads with Adriel

Yes, you can manage your Microsoft and Yelp ads with Adriel. Adriel is a one-stop platform for businesses to manage and optimize all their online advertising channels.

With our constant efforts to integrate new platforms and improve user experience, we hope that marketers around the world will keep leveraging our revolutionary technology to reach their true advertising potential.

To start managing your ads with Adriel, click here.

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