Add The ‘Social’ Factor to Your AdWords Campaigns With The Help of Social Extensions.
How many times have you bought something because friends praised their new computer or the shop where they bought all the Christmas presents from?
Word of mouth works because as buyers we tend to trust people that don’t stand to gain anything personally when promoting a product. That is why we so often join or research forums and read impartial reviews about that new iPad we want to buy. We want to see what other people think and what their experience with a certain product or service was.
And what better way of finding out what other people think about a particular product than having access to customers connected through Google. Access to feedback from other consumers can help build trust and can nudge customers your way. This is the thinking behind Google Adwords Social Extensions.
By including additional business information with your ad you offer customers even more reasons to click on your advertisement. Ad extensions appear with your ad on Google as well as some sites on the Google Display Network. They also offer a great degree of flexibility and depending on your business goals you can present various types of information.
If you run an eCommerce website selling many products you can display seller ratings with your ads. Seller ratings are annotations that show a combination of information and reviews from several sources. These reviews and ratings primarily reflect customers' overall consumer experience with these businesses, as opposed to particular products.
Seller ratings are based on an aggregate of reviews from three main sources:
- Customers reviews collected by Google Shopping
- StellaService which is an independent company that rates the customer service performance of online businesses.
- Google Trusted Stores
If on the other hand you are a company highly involved in social media then you have a choice of showing Google+ page endorsements. All you need to do is link your Google+ page to your website.
There is also the possibility to add third-party reviews to your ads. Customers like to see good reviews so you should share positive write-ups, awards, or third-party rankings in an additional line of text beneath your Google Search ads. Adding a quote from a positive review, award, or accolade to your ads gives potential customers one more reason to click. You can use a paraphrased or exact quote, as long as it’s attributed and linked to the published source.
Social extensions are a great way of presenting information that really matters to your clients but there are a few things you need to consider.
Social annotations may not show all the time with your ads. Whether or not they show depends on several things, including the size of the browser window and what other extensions are showing with your ad. Also, for Google+ page endorsements your Google+ page needs to have recent, high-quality posts and a significant number of followers, meaning 100+ for most businesses.