After 4 months of Beta testing, Google has released Review Extensions to the full population of Adwords advertisers.
Review Extensions will display 3rd party reviews underneath an advertiser’s ad, hopefully lending both security and confidence to the product or service. This should help advertisers a great deal by confirming to users that the product or service in question is reputable and has already been vetted by others. Google has one advertiser who was included in Beta testing who claims they’ve seen a clear 10% increase in click through rates since starting use of review extensions.
One feature that will prove very interesting with this extension is the fact that the review publisher will have a link within the ad itself. If the user clicks the link to the review, the advertiser will not be charged for a click. While this extension will still most likely be a net positive for Adwords customers, it is yet another signal that review sites are gaining more authority in the eyes of Google.
All told, this newest Adwords bell and whistle should have an immediate and real impact on search results, both paid and organic. Keep an eye out for these in the very near future, and take note of the creative ways that advertisers put these to use.
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