Thanks for the upvotes
One of my existing clients informed me he was going to run some yelp ads.
At first, I was intrigued and excited - who wouldn't trust Yelp? The answer after a single 10-minute-call with one of their salesmen.
Yelp had produced reports with leads (not separating both unpaid and paid placement clicks). They also conveniently attached a dollar amount to each lead (click). This valuation was in the thousands. After I was forwarded the report, I had to talk to someone at their office.
Yelp was charging my client $550 for 1000 impressions, served over one-month. Now I acknowledge that someone on a review website may be further down the sales funnel than someone just searching Google or on their Facebook feed. However, let's look at a price comparison quickly.
For $550 on Google Adwords: I would expect to pay between .80 - 1.00 per-click for this clients' industry.
For $550 on Facebook in-feed ads: On a targeted ad, I would reach between 38,000 and 92,000 people.
So is a yelp impression 38x more valuable than a Facebook impression?
Let's look even further.
On a news source, which is very popular, the price they presented us was a CPM of $10.33. This means we could have gotten roughly 53x the impressions on something which is semi-targeted.
The point I'm trying to convey is: the biggest avenue is not always the most cost-effective.
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