Everything you need to know about Google Shopping Ads and Product Ratings

It’s never been more important to stand out in the search results. These days, everyone wants pride of place in the ever-expanding digital shop window display, and Google Shopping Ads are one way of making sure that your business and your products are front and centre.

As a Feefo customer, you can display your product reviews in your Google Shopping Ads to promote your business, show off your products, and improve your click through rate.

What are Google Shopping Ads?

Appearing at the top of the search results when shoppers are looking for a particular product, Google Shopping Ads are a way for consumers to browse, compare and purchase products from a number of different retailers.

shopping ads example

The ads are pretty hard to miss, including attention-grabbing product images and various information about the product ranging from the price to the shop name, giving your customers all the information they need to know at a glance. Google Shopping Ads now account for more than 75% of ad spend in search, and, according to Google, will help you find better qualified leads.

What are product ratings?

One bit of information that your Google Shopping Ads can display is a product rating. This appears as a 1-5 star rating and a count of total reviews. These ratings come from review data from various trusted sources, one of those being your Feefo reviews.

These product ratings relate to specific products, and not to the shop or business as a whole. To read more about seller ratings, head over to our blog here!

What are the benefits of Google product ratings in your search ads?

So, now you’re a little bit more familiar with what product ratings are, but why should you care and how can they help your business right now?

When you consider that as many as 96% of consumers use reviews in some way when making a purchase, any opportunity you get to reassure shoppers and expose them to genuine customer feedback is going to help them make their decision. The earlier in their journey you can give them that reassurance, the more ready they’ll be to buy when they land on your site - that’s where your Google Product Ratings come in!

Product ratings help you to:

Stand out in search

Search is getting more and more competitive as shoppers move online, so anything you can do to give yourself an edge over your rivals is a must. Shopping Ads with eye-catching product images and star ratings help your products stand out resulting in more click-throughs to your site.

Increase on-site conversions

Shoppers who click-through via Shopping Ads are traditionally more ready to buy than most when they land on your site. Giving them that extra layer of confidence as early as possible, by showing them other people enjoyed the product they’re interested in, gives them that extra nudge in the right direction they need to buy!

Build trust in your brand

With so many options for shoppers these days, you need a way to show that you’re a brand that can be trusted to deliver. Having reviews directly tied to your products in your Shopping Ads is a sure-fire way of building this trust early doors and giving even the wariest of consumers the confidence to choose you.

Getting started

There are a few things you need to put in place before you can start with Google Shopping.

1. You will need a Google Merchant Center account associated with your business website. If you don't have this already, read the Google Merchant Center’s Beginner's Guide

2. Ensure you provide globally unique product identifiers in the sales/product data you send to Feefo. You can find out more about the options for doing this here

3. Contact Feefo support to activate your ratings feed to Google

Setting up for success

We’ve tried to make things as easy as possible for you to sync your Feefo reviews to your Google Product Ratings Feed. There are a few important things to point out, however, when it comes to the data, Google need to match the right reviews to the right products.

There are a number of ways to do this, but the most effective is using globally unique product identifiers, such as Global Trade Item Numbers (GTINs).

Of course, if you can’t supply GTINs for all of your products, there’s other information Google will try to use to make the connection. SKUs, Brand + MPN Pairs and even product URLs can help, but none are as reliable as GTINs, so there’s a chance that you might not always see your star ratings appear alongside your products.

Check out our full range of options for how to supply Google with the best product data here. If you would like more info on how to get your Google Shopping Feed up and running with us, chat to your CSM or our support team.

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