Google Debuts AdWords Consumer Ratings Annotations


Google announced the roll out of Consumer Ratings Annotations in AdWords. The annotations spotlight strongly rated aspects of an advertiser’s business such as customer service, a rewards program or shipping practices in search ads.

a new format for search ads that provides detailed consumer opinion data. 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.

Testing with our beta advertisers has shown that consumer ratings annotations can increase click-through rates (CTR) by 10% on average. Many advertisers have already seen the positive impact of this format. Brian Borkowski, Director of Digital Marketing at Farmers Insurance Group, says, “Consumer ratings annotations help us stand out from competitors and attract new customers. When we looked at our ads that displayed these ratings, we saw an increase in CTR, which speaks to the awareness, trust and impact from this format.”

Consumer Ratings Annotations will start rolling out for several hundred advertisers in the U.S., UK and Canada over the next few days. Interested advertisers can contact Google to request consideration for inclusion.

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