Quick question, which of these ads are you automatically drawn to…
Most people will click on the first one – not because it’s the top result, but because of those stars showing you how others have rated the company. We place trust in reviews and ratings.
Adding a Seller Rating Extension can make your ad more attractive than one without the extension. The extension shows your ‘star rating’ prominently and can produce higher clickthrough rates on ads.
So how does all this happen…?
How Do I Get Google Seller Ratings?
You will need around 150 individual reviews in the last 12 months for the ratings to show on ads. Reassuringly, the ratings will only show if they are 3.5 out of 5 stars or higher.
Got a Google Merchant Account? That’s great – your ratings should also show up on shopping ads.
There are other factors involved, that Google doesn’t tell anyone about (this is to prevent any ‘gaming’ of the system). As with all things Google, make sure you stick to their best practice guidelines and don’t do anything ‘black hat’.
How Do I Get The Ratings To Show On My Ads?
The Ratings extension is automated, meaning that you don’t have any control over what appears. That’s why Trustpilot came up with this handy list to ensure you tick all the boxes and increase your chances of showing:
Do you have more than 150 unique reviews from a review platform?
Have they all been written in the past 12 months?
Do you have an average score of 3.5 stars out of 5, or above?
Are at least 10 of your reviews in the language of the Google domain you’re using? For example, if you’re using the Google.de domain, make sure at least 10 of your reviews are written in German
Have you waited 6 weeks for them to appear? That’s around the average of time needed to pass before GSRs show up.
What is your campaign type? Your campaign type should be “Search Network with Display Select”, “Search & Display Networks”, or “Search Network Only”
Why Do Google Seller Ratings Only Show Up On Some Ads?
Using the same search terms but sometimes seeing ratings and sometimes not? No need to panic, says top review site Trustpilot, it could be any number of things:
Google is determining the best time to show the extension based on the intent of the query.
The search engine will also take into consideration the recency of the search, as well as the cached results
If someone searches the same keyword over and over again to check their extensions, both paid and organic results will be affected, and the extension will not always appear as Google shows them only a certain number of times.
Tip: Check whether or not your extension is showing from a different device or a different IP address. If it shows, you know you have Google Seller Ratings, and Google is determining whether or not to show them.
How Do I Make My Google Seller Ratings Show More Often?
It can be frustrating when the ratings don’t seem to appear regularly and without good reason. Google has given us more tips to help with this. The most obvious of which is to provide great products and service to encourage more positive reviews (well, yes, of course!).
A really good tip is to keep your company URL consistent across the web as Google aggregate reviews from a number of different sources. Failure to keep things consistent could mean that Google are missing or ignoring reviews, thinking that they are not you!
How Do I Track My Google Seller Ratings Performance?
Of course, with all digital marketing, the beauty is that it is all measurable. And GS performance is no different. You can check your Automated Extension Report. It will show you how many times the GSR was shown and the impact it had to the ad performance. Trustpilot gives this example:
Broadplace are really excited about teaming up with world-renowned review site Trustpilot. The Danish-born company was keen to work alongside Broadplace to improve the clickthrough rates of customers’ ads and build customer trust in brands.
If you are using location and call extensions, then from Thursday 19th January, you might have noticed that AdWords has begunto show local searchers the local phone number of a location’s address as it’s listed in your Google My Business (GMB) account, regardless of how your call extensions are set up.
What Will Change?
Example ad format
Phone number used starting January 19, 2017
Ad features your business, but not a specific location
Text ad shown with call extension
Phone number from the call extension (no change)
Ad features individual business locations
Text ad shown with location extension
Location-specific phone number may be used (from GMB)
Why Is This Happening?
It’s about being as useful as possible to people right when and where they need your business. These changes mean that your customers don’t see differing numbers on your ads vs. GMB. Ultimately, Google are constantly looking at ways to make things easier for users and advertisers alike.
This example shows how the number can appear different on the search engine results page.
Who Will Be Affected The Most?
Most advertisers will barely notice anything has changed.
Local advertisers who show their location extensions more frequently may notice more calls going to their Google My Business number rather than their Call Extension number. We can tell you if this applies to you – how often your location extensions show, so give us a bell.
Why You Might Want To Opt Out
We would not recommend opting out unless you have good reason. Doing so could reduce ad impressions and call volume, making it difficult for customers to reach you.
However, if your local business locations aren’t equipped to handle these phone calls or you want detailed call reporting and the ability to track conversions from these phone calls, we can help you to opt out. Get in touch as soon as possible to discuss this.
Remember that these sort of changes do happen – remember when Google got rid of right hand ads and everyone’s heads span?
Make sure your GMB listings are all up to date and location-specific.
If driving phone calls is your main goal, consider call-only campaigns – that way you can still track mobile click-to-call actions from mobile.
Don’t forget you can track calls from your landing pages.
Google has been beta testing Click To Message ad extensions, and we’ve been a part of that. Several clients have been testing the new feature with great results. The click-to-message ad extensions are exciting because they give users a really quick and convenient new method of getting in touch with you. As Google themselves explain,
“If you’re inviting a friend to dinner or asking them about the best hotels in New York City, you’re probably doing it through mobile messaging. Nearly two thirds of smartphone owners use messaging more than five times a day to communicate with others. And people aren’t limiting their use of messaging to social communications – 65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment.”
It’s the ideal way to start a conversation with your customer when a call might not be convenient for them. You can populate the text with a pre-written message that best suits the sort of enquiry you expect. For instance, if you’re a travel advertiser and someone messages you after searching for ‘New York hotels’ they can use your pre-written message of ‘I’m interested in a reservation, please text me back with more information”. They can always edit the message themselves before sending, of course:
The example also shows how clear it is to use the extension – it isn’t just a simple icon next to the ad copy.
Measuring Click to Message Results
You can see the results through the extensions tab or Click Type segmentation. The true value of the messages, however, can’t be measured and you’ll need to find a way of tracking conversions through click to message. This will help you to calculate the ROI through click to message ad extensions.
Click to Message Feedback from testing
“The results from click-to-message have been phenomenal and we’ve seen a 80% higher conversion rate when compared to other similar channels. We can now tap into an important consumer base that prefers to use SMS to learn more about our insurance products. Besides giving users a new way to get in touch with us, we feel this is by far the fastest and most cost-effective way to connect with them.” – Gavin Parker, Paid Search Manager, Auto & General
“Click-to-message is a useful tool that allows consumers to engage with our business in a way that’s comfortable and efficient for them. They could be on their commute or in a rush, so they can text us quickly through click-to-message. It’s also a good medium to get questions answered that aren’t addressed on our website, or to reach us during hours when our office is closed. Our main performance objective is to help customers as much as possible – when we take care of their questions and needs in a helpful, relevant way, that leads to better business results.” – Gavin Chan, Digital Marketing Manager, AnyVan
It’s a short and sweet window from Google regarding the way ads in search have changed from Google over last 10 years. Check Video on Various Ad formats from Google
All of us know that the pop up ads were, are and will always be painful for the web visitors and those are not the best way to attract the attention of buyers. 10 Years back when Google started serving “Good” quality ads very distinctively separated or highlighted on search; it was a good change and people loved it. People still love the standard text ads but web has changed and so is the way advertisers reach out to the targeted audience. Of course visitors are asking for more involved ads too!
Does it mean that Google should allow all videos / images / flashy stuff in the ads. May be yes , may e no … The way Google has integrated various formats in the ads along with text is easy on eyes and great to take a buying decision. The video above explains various ad formats with good examples.
A good PPC Consultant should quickly adapt to the new features and experiment along with Google. We at Broadplace are continuously looking for changes and testing it out for our customers.
Google has been introducing new ad extensions in Adwords. As per the blog post Manage and Track your extensions with the new Ad Extensions tab the new extensions will help advertisers reach out to the relevant people searching relevant information very effectively.
Ad extensions help make the ad more relevant. The standard ads may help to provide the base information but sometime more information can help search and firm up buying decision for the searchers. for example a picture with product description could be more appealing. Various extensions existed are Product Extensions, Video Extensions, Location Extensions, Multiple Addresses for Location Extensions, Click-to-Call Phone Extensions
More information about the extension can be found at:
Google introduced a new tab in the Adwords interface. The tab provides access to statistics for any of your campaign ad extensions. The PPC Consultant can choose to see “All” or “All but deleted” extensions, and you can also choose the type of ad extensions to view, such as location or product extensions.