To build shoppers’ trust, they need to be able to findall those great product reviews you have lurking on your store. You need to put those reviews front and center—and Google is the place to do it.
Google is the number two destination for product searches (after Amazon) and offers free tools to make sure shoppers can see just how satisfied your customers are, right off the bat.
It’s easy to get started with Google Shopping reviews, but a surprising number of businesses still don’t use them. Seize this competitive advantage, and learn how you can leverage reviews to increase traffic on your ads and boost sales.
What are Google Shopping reviews?
Google Shopping reviews are broken into two categories: product ratings and seller ratings. Both programs aggregate customer feedback and give you a star rating (out of five total stars). This star argentina cell phone databa rating is displayed on your Google Shopping listings and ads (for product ratings) and Google text ads (for seller ratings).
Example of Google Shopping review placementsAn example of Google Shopping review placements
The benefits of Google Shopping reviews for your business
Time and time again, the data shows a strong relationship between positive reviews and sales. In fact, 94% of online purchases are products with an average rating of four or five stars.
The two factors that seem to matter most to shoppers are the quality and volume of reviews. Everyone likes to see four- and five-star ratings (although shoppers seem to give more trust to products with just under five stars).
However, Womply Research found that businesses with 82+ reviews bring in 54% more yearly revenue—and revenue nearly doubles when a business has 200+ reviews.
Since Google Shopping shows multiple products from different sellers, reviews make even more of an impact. Positive product ratings make both your listings and product ads stand out from competitors.
example of product ratings on Google shoppingListings and ads with Google product ratings draw more attention.
The impact of this attention is particularly important for advertising with Google Shopping.
How customer reviews improve shopping ad performance
When you advertise on Google, the goal is simple: Drive as many conversions as you can for the lowest cost-per-click (CPC) possible. (If you’re unfamiliar with how Google advertising works, check out our guide to using Google Ads for ecommerce.)
To achieve this objective, you need to win the bid auction, where Google determines which ads will show on relevant searches. The size of your bid is the main factor in winning the auction—and the top ad placements—but it’s not the only factor.
The other major part of the equation is your Ad Rank. Google grants higher Ad Rank to the sellers who please the shoppers who click on their ads. High Ad Rank gets you access to better ad positions and lower CPC, which improves the overall profitability and sustainability of advertising on Google.
To net this coveted Ad Rank, you need to demonstrate a history of high click-through rates (CTRs) and conversion rates. In Google’s eyes, a high CTR means your ads are relevant to the shopper. High conversion rates show that your ad ultimately satisfied the shopper’s needs.
Now we get to the importance of product and seller ratings. Research by Yotpo, a major ecommerce review platform, finds an average lift of 24% in CTR for Google Shopping ads that include product ratings and a 17% increase in CTR for text ads with seller ratings.
When you include seller and product ratings in your Google Ad arsenal, you essentially create a positive feedback loop for your entire advertising initiative:
Social proof from Google Shopping reviews likely creates a higher CTR and increased conversions.
Increased CTR and conversions raise your Ad Rank.
High Ad Rank leads to better ad positions on Google for a lower CPC.
Your ads see a better return on investment as a result. You can pour that revenue into improving your products and customer service—which leads to more positive Google Shopping reviews.
These benefits don’t require any additional steps on your part, either. Once you set up your review feeds for product ratings and seller ratings, Google will automatically show reviews in your ads. (Note that the seller ratings ad extension will only function if you have the requisite number of reviews and if your average rating is 3.5 stars or higher.)
If you’re not already syncing your product reviews with Google, you’re now officially out of excuses. The long-term benefits (and potential ad spend savings) are just too good to ignore—especially considering the small time investment required to reap them.
The 3 Google Shopping review programs you need to start using
Reviews for your Google Shopping l