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BizReport : Advertising archives : March 11, 2014

New AdWords format includes detailed consumer opinion data

Google AdWords features are evolving along with consumer behavior. As more Internet users rely on reviews and opinions of others to help them make purchasing decisions, so Google has now begun rolling out consumer ratings annotations, a new format of search ad, that includes within it detailed consumer opinion data.

by Helen Leggatt

After beta testing with advertisers revealed that consumer ratings annotations increase click-through rates by an average of 10%, Google will begin rolling out the new search ad format over the coming days.

According to Google's blog post announcement, "consumer ratings annotations highlight one or more strongly rated aspects of your business as part of your ad. For example, if you're an insurance company, this annotation may be focused on claims handling. If you're an airline, it may highlight your rewards program".

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The data for the annotations will come from Google's Consumer Surveys, a platform that provides for controlled sampling of consumer opinion which will serve to "avoid some of the potential biases and risks with other types of open-to-everyone review platforms".

"Consumer ratings annotations will soon start showing with several hundred advertisers' search ads in the US, UK and Canada. We hope to expand availability to more advertisers in the future," says Shreyas Doshi, Group Product Manager, AdWords.

Tags: advertising, AdWords, reviews, search marketing

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  • dean jackson

    Here's a tip I'm using for my local biz its called day-parting. we saved a lot of money but scheduling our ads to appear during only business hours of the day. I guess there's a report (under the dimensions tab if I remember correctly) that allows you to analyze CPC and cost per conversion by hour of the day so you can just advertise during peak hours. We actually started a process of increasing our bids during those peak hours to push out our competitors during that time and we ended up reducing overall costs by doing this as well since its more targeted. I'm actually having my friend simon manage our adwords account, if you want to speak with him just email him at [email protected] or 302-401-4478. Tell him your friends with Dean Jackson.

  • K_Wilgus

    how would this best be used for a B2B company. The feature appears to work best for B2C.

  • Helen Leggatt

    It is B2C based on the use of the consumer survey data.



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