Did you know that 84% of people trust online reviews as much as friends? Better yet, would you be surprised to hear that 63% of consumers are more likely to purchase from a site with user reviews as opposed to one without? Well, eCommerce, retail and fashion digital marketing teams shouldn’t be surprised. By now it should be well-understood that online reviews are critical to being found. In response, Google has made product ratings on Google Shopping Ads available globally.
What Do These Product Ratings Look Like?
You’ve likely seen these product ratings yourself represented in the form of stars with a summary of review counts in parenthesis. The five-star rating system represents the aggregated review data for the product based on consumer feedback. It’s compiled from multiple sources including third-party aggregators, editorial sites, merchants and users.
So, how important is it to have an excellent rating of four out of five stars? Well, when you consider that consumers typically spend 31% more with businesses with excellent product reviews, then it’s safe to say that a high rating positively impacts the bottom line.
How Do You Get these Product Ratings on Your Shopping Ads?
Product ratings are available to any eCommerce, retail or fashion outlet with at least 50 product reviews online. Google has made the entire signup process a simple and straightforward affair. Simply fill out their sign-up form. You’ll be asked to include your merchant name, merchant center ID, your homepage (URL) and provide additional information concerning the country you’re targeting and some information about existing reviews on your website.
Having an excellent rating goes beyond just the products you offer. If in-store visits and increased traffic is your goal, then focusing on an excellent rating for your business overall will go a long way to ensuring your customers always come back for more. Trust is key and with 72% of consumers stating that positive reviews makes them trust a business more, you can ill afford to ignore the quality of your ratings.
Use Google Shopping Ad Product Ratings to Get a Leg Up on Competitors
Take this opportunity to use product ratings to stand apart from the crowd. Not all competitors will take advantage of this new offering. Every little detail helps with your SERP (search engine results page) and within Google’s product listing ads (PLA). This is also a great feature for new untapped, international markets.
While this feature has been readily available in the United States, having it expand internationally allows eCommerce, retail and fashion enterprises the opportunity to get in on the ground floor. The full list of countries where product ratings are available now includes: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czechia, Denmark, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, New Zealand, Norway, the Philippines, Poland, Portugal, the Netherlands, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, United Arab Emirates, the UK, and the US.
This is yet another tool for eCommerce digital marketing teams looking to stay one-step ahead of competitors. Multiple product listings and reviews will help you showcase your strongest offering and just might help to increase in-store traffic.
Looking for additional retail insights? If so, then this is a must read: Search, display, and social advertising boosts high-end retailer's YOY sales by 70%.