Google's Product Listing Ads Get Rated
Google is looking to make Product Listing Ads (PLAs) even more influential, as the tech juggernaut has introduced product ratings on PLAs.
With this news, consumers in the United States will start seeing ratings appear in the form of stars and review counts on PLAs across google.com and google.com/shopping. According to the announcement from Google, the 5-star rating system represents the aggregate rating and review data for each product. Moreover, the rating is made up of multiple sources including merchants, third party aggregators, editorial sites and users.
“We believe these ratings will help differentiate products across google.com and google.com/shopping and will help merchants drive more qualified traffic through Product Listing Ads,” Mike Capsambelis, product manager of Google Shopping states in the announcement. “In initial tests, product ratings also helped increase click-through-rates of Product Listing Ads.”
It is important to note that product ratings are available to merchants targeting in the U.S. who choose to share their product review content with Google. To give merchants time to share their review content, Google is offering a grace period through October 2014. During the grace period, Google will show product ratings across all PLAs where it has product review data available. That said, Google will only show ratings for products from merchants who choose to share their reviews after the grace period. Additionally, Capsambelis states that product ratings are just one of several extensions that Google may show with PLAs, which means that just because a product has reviews does not mean Google will always show ratings.
Merchants who want to enable product ratings on their PLAs can begin the process of submitting their review content by completing Google’s product ratings form. Moreover, Google plans to open up this functionality to merchants outside the U.S. in the coming months.