Google now requires more reviews in order for the coveted Seller Ratings Extension to appear on AdWords ads. And it’s quite a dramatic increase…
Official policy has, until now, stated that in most cases, 30 unique reviews within the space of 12 months should be enough to kick-start the seller rating appearing…
But this number has now shot up to 150 reviews (still in the past 12 months).
What Does This Mean For You?
Because this change is so recent, we’ve yet to see the results for our clients. Reports from other sources are saying that the increased required reviews is affecting smaller businesses who have not accumulated this number and may not be able to do so. Some are ineligible to show for a seller ratings extension now, and some have seen a slight decrease in the overall score. We will keep you posted on developments.
If you have any concerns, please contact your dedicated Account Manager or give us a call on 020 7993 9853.
About Seller Ratings Extensions
- The Seller Ratings Extension automatically appears on your ads once you’ve achieved the required amount of reviews and have an overall rating of 3.5 or higher.
- There’s no extra cost for this service.
- Visitors must be searching on google.com/.co.uk/.co.nz/.com.au/.de/.co.jp/.fr/.nl/.com.br
- Users can click on this extension to view the various reviews.
- At least 10 of the reviews need to be in the users’ language in order to show (i.e. the preferred language they have chosen to use in Google products).
- In order for the seller ratings extension to appear, the ads should have the campaign type “Search Network with Display Select”, “Search & Display Networks” or “Search Network only”
- Google have made it a lot easier to be included – you no longer need a Google Merchant Center account or any integration in order for your ads to be eligible for seller ratings.
- You can disable the automated extension, should you wish.
Seller Ratings are important because…
- They show which advertisers are highly rated for products and services
- They show independent reviews from trusted sources
- Research shows that 61% of people read online reviews
- They provide fresh SEO content
- They can increase clickthrough rate (rich snippets like seller ratings extension can increase CTR by 10-20%)
But even bad reviews can be beneficial. They show that the reviews haven’t been filtered. When consumers see only positive reviews, they are more inclined to believe the rest of the reviews are false (30% suspect this). Shoppers who read bad reviews are 67% more likely to convert than the average consumer.
This research comes from Reevoo. Their CEO and founder, Richard Anson said that,
Though this may seem counter-intuitive, negative user-generated content is actually one of the most effective conversion tools.
This is because shoppers who seek out bad reviews are highly engaged with their pre-purchase research, viewing almost four times as many products as the average visitor to a site, and staying considerably longer.”
You can analyze the performance of ads that contain a type of automated extension from the Ad extensions tab. The “Clicks” column counts clicks on your ad headline when your automated extensions appeared with it.
Here’s how to see your performance data:
- Select a campaign with automated extensions. Then, click the Ad extensions tab.
- Choose View: Automated extensions from the View drop-down menu.
- You’ll see a statistics table that contains data on the performance of your ads when the automated extension appears.
Where Do The Seller Ratings Extension Reviews Come From?
Reviews are sourced across Google products:
- Google My Business
- Google Trusted Stores
- Google Shopping
… and a number of independent review sites including:
- Verified Reviews
You can also reach out to Google and its partners to conduct independent consumer research. Discover more here>>
Learn more about extensions