Merchant ratings are nothing new and are one of the hallmarks of sites like Amazon. Google is putting it’s own twist on this since their reviews are part of ads and not just a service to customers. The ‘service’ to advertisers and consumers alike is improved click through rates because of the confidence given by a strong merchant review.
Here’s what you can expect these reviews to look like.
Just to be sure, though, not all merchants will qualify. Google’s Adwords explains in their blog
If your online store is rated in Google Product Search, you have 4 or more stars, and you have at least 30 reviews, you’ll automatically get seller ratings with your ads. What’s more, you’ll only be charged if someone clicks on the headline of your ad – clicks on the review link are free.
At this time, seller rating extensions will show to English-language users searching on Google.com. Please note that because we’ll be rolling out seller rating extensions over the next 24 hours, you may not see it immediately, even if your ads meet the qualifications above.
Of course, Google is taking care to not allow real crappy merchants to show their ratings but still advertise. Wouldn’t want to remove the chance for a searcher to click on something other than a quality store so Google can get their click cash at the expense of unsuspecting consumers ;-).
Pretty soon paid search ads are going to be more like Place Pages if there is any more data stuffed into them. More information is a good thing but when will it stop? It will stop when Google sees that each ad is taking up too much SERP real estate and cutting into the number of ads that can be shown.
I guess we shouldn’t worry because Google will let us know when enough is enough because it will change when it impacts revenue. At least you know where Google stands, right?