You may be aware that back in September, Google announced to advertisers that from October, they would start counting and displaying seller ratings by country. There’s been a bit of a delay, but it’s now happening. What does that mean for you?
Well, Seller Ratings are a means of building trust with consumers – they show as stars in ads on the Google Search Network and are fed in through an automated extension. They showcase advertisers with high ratings and can help to earn more qualified leads. But things are now changing and it could have a positive or negative impact on your ad campaigns. Read on to find out how…
The aggregate rating shown as an extension below text ads. They are free and don’t make a difference to the amount you pay per click. They appear when you have 150 reviews or more and a rating of 3.5 or more and when you are running a Search Network campaign. They might not appear on ads for products that do not directly relate to the product shown.
Rather than seller ratings appearing as a global aggregate, consumers can now choose to see what their country’s feedback is for the seller by using the dropdown box. Also, there only have to be 100 unique reviews for seller ratings to appear. It may be that some sellers find themselves ineligible for seller ratings to appear in certain countries. This could prove tricky for smaller businesses who ship internationally without a physical presence in some regions.
Google has said in the past that ads with seller ratings can see 10% higher clickthrough rates. Plus, Ad Rank factors in expected CTR and whether extensions will impact that – so ads with seller ratings should have lower CPCs and rank higher than those without. The switch to seller ratings by country will improve user experience and will make it easier for sellers within their own countries. But… you could see a negative impact in countries which will damage your campaign performance.
We recommend checking seller rating extension performance in the Automated Extensions report – you’ll find this under the Extensions tab in the Google Ads UI. To improve your chances of increasing seller rating eligibility, you can work with third party reviewers or Google Customer Reviews. If you’re a Broadplace customer, get in touch with your Account Manager today if you have any concerns that you’d like to go over. And even if you’re not, we’d be happy to advise you – email us today at firstname.lastname@example.org
Google doesn’t modify existing ratings. They do, however, filter out reviews that they think are untrustworthy or ‘questionable’ – this is to prevent advertisers from gaming the system with fake reviews, but also to protect them from any fake unfavourable reviews (for example, from competitors or disgruntled customers posting many fake reviews. Google gets the ratings from:
Google also sources feedback from the following independent review websites, which is especially important to know for international retailers who wish to display seller ratings by country: