Google has announced that it will introduce Product Reviews that will display on Google Shopping ads. Google announced that:
“Product reviews provide critical information to shoppers making purchase decisions. Beginning in mid-July, we’re including product ratings on Product Listing Ads to help users easily find this information when searching for products through Google Shopping on google.com and google.com/shopping, and to help advertisers drive more qualified traffic to their sites.”
Google’s release stated that during initial testing, it saw an increase in Click–Through-Rates in PLAs (Product Listing Ads) with Product Ratings.
It is important for merchants and advertisers to note that Product Ratings are not the same as Seller Ratings. Seller Ratings are ratings that appear next to text ads, and only show when/if a Seller has had ratings of at least 3.5 or higher. Where Seller Ratings refer only to the merchant selling the product, Product Ratings refer to the actual item being sold.
Google’s Product Ratings are based on a five-star rating system, and will appear for a product regardless of the number of stars. The ratings will only show in ads on desktops and laptops, so will not appear in ads on tablets or mobile devices. In order for a product to be eligible to display Product Ratings, there must be a minimum of 3 reviews. Google says it’s also important to note that, “not all products with reviews will result in product ratings showing on a Product Listing Ad. We’ll show ratings on Product Listing Ads when we determine that the information will be accurate and relevant for the user.”
Product Reviews are open to all merchants during what Google calls a “grace period,” which will last through October. During this time, Product Ratings will appear next to PLAs when data is available. If merchants want to opt out of Product Ratings, they can fill out this form.
If merchants would like to continue to show Product Ratings past October, they can submit their reviews here. Google says:
“In order to continue to see the benefits of product ratings on your Product Listing Ads after October, advertisers must share all of their product reviews with Google and may do so either directly or through an approved third party…. If sending your product review feed directly, you’ll need a Google specialist to perform the initial setup.”
The list of approved third-party review aggregators is below:
Product ratings are currently only available to advertisers in the United States, but Google does plan to introduce additional countries through the end of the year.