Last week, we showed you how user-generated content can help to improve your organic search efforts; this week, we reveal how verified reviews can impact your Pay per Click (PPC) campaigns.
Appearing at the top of search engine result pages means you are more likely to attract the attention of potential customers. Paid campaigns can boost your efforts, and they are one of the best ways to gain that top spot. However, with so many brands competing for this paid space, how do you make your business stand out?
The key is AdWords Seller Ratings. Even if you’re unfamiliar with PPC, you’ve likely spotted these star ratings in ads before. But you may be unaware of the huge bearing they can have on your campaigns: Google say that, on average, Seller Ratings boost Click through Rate (CTR) on ads by 17% compared to ads without. An impressive increase, but what are the other benefits to these traffic-boosting stars?
The benefits of Seller Ratings
First and foremost, Seller Ratings inform potential customers that your business is trustworthy and has a good reputation because it has received several positive reviews. Seller Ratings are different to Product Ratings, which only inform buyers about a specific item.
Using Seller Ratings on ads to boost trust can have a huge impact on encouraging customers to click through to your website. Ultimately however, you want those customers to convert.
“In an era when impartial and authentic reviews are such a key part of the customer’s decision-making process, Feefo has been a great partner for us. The Seller Ratings boosted our PPC enquiries by 95% year-on-year in the first three months of our Feefo membership.” – Justin Ashby, director of Alternative Aquitaine
The good news is that Seller Ratings can have a positive effect on conversion rates, too. That’s because the people coming to your site are likely to have a higher level of trust in your business. They may still want to check out the contents of those reviews, but they are probably more invested than customers who click through to a business they know nothing about.
Spend less on ads
An increase in CTR will help to improve your Quality Score, helping your ad to rank higher, and lowering your cost-per-click (CPC).
Improved average position
Ad rank (that is, where and when your ad is displayed in search results) is determined by many factors, including CTR. Ad extensions, such as Seller Ratings, also have an influence. If Seller Ratings are displaying, Google views the ad as more useful than those without, as they provide browsers with additional useful information. Therefore, using Seller Ratings can help to improve your average position.
Reduced bounce rates
Seller Ratings help to build trust in your brand before the user has even clicked-through to your website, meaning they are more likely to convert and less likely to navigate away.
Boost your Google Shopping campaign
If you are a Google Shopping merchant, Seller Ratings may also appear in Google Shopping. Again, the presence of positive reviews can help you to increase trust and ensure your site stands out from the rest.
How to become eligible for Seller Ratings
Now you know how important Seller Ratings are, the next step is to ensure you are eligible for them to appear. Naturally, it all starts with trusted, genuine reviews.
The Seller Ratings checklist:
• At least 150 unique reviews, no more than 12 months’ old
• An average star rating between 3.5 and 5
• At least ten of your reviews must be in the user’s Google interface language
Your seller rating is based on several different sources, including feedback from Google licensed content partners, such as Feefo. If you don’t use one of these trusted sources to gather reviews, Seller Ratings will not appear.
Seller Ratings is an automated extension, so there’s no need to set anything up. If you are currently achieving the criteria above, but Seller Ratings still aren’t appearing, there are some things you can do to improve your chances.
Top tips to make Seller Ratings more likely to appear:
Improve your customer service efforts
Our research found that 71% of consumers will leave a review after a good experience. Use feedback to engage with your customers, and make meaningful improvements to your service. This will encourage more customers to leave positive reviews, boosting the chance of Seller Ratings appearing.
Reach out to previous customers to boost review numbers
If you’ve only just started collecting reviews and want to meet Google’s minimum requirement as soon as possible, try asking previous customers for feedback.
Don’t expect to see Seller Ratings appearing as soon as you hit 150 unique reviews. Google needs to index these reviews, which can take a few weeks. If you want to check how many reviews Google has already indexed for you, use this URL by replacing ‘websitename.com’ with your own website: http://www.google.com/shopping/seller?q=WEBSITENAME.COM
If you meet all the criteria, more than six weeks have passed, and Seller Ratings still aren’t appearing, you’ll need to get in touch with Google AdWords.
Find out more about PPC today
Aim to achieve Seller Ratings on your AdWords campaigns – you’ll be amazed at their impact. If you want to gain a deeper understanding of PPC, download our PPC whitepaper.
Don’t miss next week’s tip: Integrate reviews to increase conversion rate optimisation (CRO).