In today’s world where mobile is key for Performance Marketing, and by the way in Innovative Marketing, it is estimated that (by the end of 2015), mobile ads will account for over 50% of digital expenditure, outweighing desktop. It is essential that marketers have a better understanding of this new landscape and try to capitalize on it.
Why are Google Seller Ratings important?
Google Seller Ratings have been introduced since some and they are really not new to Google AdWords. The newer phenomenon is the use of Google Seller Ratings has increased exponentially since their initial availability. What is the reason behind such a boost?
Google Seller Ratings was an extension typically used only among retail e-commerce advertisers. Lately, however, advertisers in other industries have been taking advantage of Google Seller Ratings and the benefits derived from increased click-thru rates.
Google Seller Ratings stand as an ‘automated extension’ in Google AdWords that shows up automatically if you meet the following requirements:
- At least 30 unique reviews — each from the past 12 months.
- A composite rating of at least 3.5 stars.
An advertiser’s 30+ reviews can come from two Google-based sources:
Reviews can also come from third-party sites such as:
- Trusted Shops
Which industries are benefiting from Google Seller Ratings?
Mostly all of them: Retail e-commerce, healthcare, education, travel, Financial Services.
How Do I set Seller Ratings to Show Up on My Ads?
It seems that most of these non-e-commerce advertisers are leveraging Google Consumer Surveys to get Google Seller Ratings to surface in their ads. More specifically, they are most likely leveraging the most basic (and FREE) type of Google survey, called the Website Satisfaction Survey. However, customisation implies more costs.
There are a lot more ad extensions available for Adwords, like for instance sitelink extensions, location extensions, call extensions, app extensions, call out extensions, and review extensions. In fact no need to choose among them as multiple ad extensions can be displayed at the same time. Google seller ratings can indeed help your ads stand out as opposed to your competitors and can also help click-through rate (more so than other ad extensions), which can lead to a higher quality score and a lower cost per click.