Using Reviews On Google Adwords
by Jo Shaer, on July 22, 2014
There are three ways that you can use Reviews on Google Adwords.
First there are the two ways to get the little gold stars - with thanks to Joy Hawkins for helping me to make sense of this..
Reviews on Google Adwords Express
The first is by using Adwords Express linked to your local Google My Business page. It is unclear to me whether the gold stars are active at the moment or not. Here's what Mike Blumenthal said about this service back in 2011.
According to Adwords Express in the UK, the difference between their service and regular Adwords is that they are specifically designed for local small businesses and first-time advertisers. It is an automated service where several types of ads are created and constantly optimised for you showing on Google, Google Maps and relevant partner websites, on both desktop and mobile. You don’t need a website and don’t have to spend much time managing your ad campaigns. That sounds like a great way to give Google a licence to spend your advertising budget so not one I will be following up on!
AdWords, meanwhile, allows you to advertise locally, regionally and nationally. It is described as being for businesses that want more features, more reports, more tools and more control over their ad campaigns because they can select their own keywords or write multiple ads and actively monitor and manage campaigns.
Merchant Ratings on Adwords
The second is through Merchant Ratings.
I found out about these by chance when I was trying to clean up my citations profile so that I can change my Google My Business listing to show my new address. Reviews.co.uk came up as having the old address.
A call to them revealed that they offer a service where you can ask clients to leave you a review. Google then goes out to their chosen sites and aggregates your reviews into a star rated listing. You need at least 30 with this site to make it happen and it costs £19/month for them to provide you with this service.
They say that having these reviews means that you are more trusted by Google as an advertiser. This means that they can reduce your CPC (cost per click) and increase your CTR (click through rate) which means that, in the long run, the £19/month pays for itself.
They also tell me that they have ways to implement these stars as structured mark up so that they show in the organic listings against your website.
TrustPilot is another company who offer this service and are on Google's approved list but I am told that they are considerably more expensive.
Review Extensions in Google Adwords
The final way of using reviews in Adwords is to select the Reviews Extension.
These are only available on the Search network. The feature allows you to take snippets of your best reviews on third party sites across the web and then link to where people can see the full review. You are advised that these reviews should relate to your Company as a whole rather than an individual product or service.
However, there are various factors that affect whether your review actually shows or not, including your bid, ad relevance, available space on the search results page and other extensions or information. Apparently review extensions can boost click-through rate by up to 10%. Adwords are keen to point out that you don't get charged if someone clicks on the review, although the agreed CPC will apply if someone clicks on the ad to which it is attached.
Find out more about using Google Adwords for your business.