Customer reviews and endorsements play an important role in helping public perception of your business. In a 2022 study, it was found that 95% of consumers read reviews before they buy a product, while 67% say they wouldn’t trust a high rating unless it comes with many reviews.
Reviews assist future customers at the consideration stage of the marketing funnel, who might be researching a company. They help build trust and a positive brand reputation in the minds of consumers who are looking to purchase quality goods or services. They can use the experiences of others to help determine whether a particular company is right for them.
In this blog, we will be taking a look at review marketing, platforms where you can gather customer feedback, the benefits of reviews and how you can incorporate them into your Paid Media activity.
Review platforms
An online review platform is a website or app where users can share feedback about products, services, or businesses they’ve interacted with. These platforms allow consumers to post ratings, comments, and recommendations, which can influence purchasing decisions. These platforms also help businesses gather and manage customer feedback, making them essential tools for maintaining a positive online presence and engaging with consumers.
There is a range of options when it comes to choosing a review partner. Google Customer Reviews is hosted by the search giant and is a free program that can collect post-fulfilment reviews on your behalf.
Other popular customer review platforms include:
If you don’t want to use Google or already have another partner for your reviews, you can check to see if your existing review platform is supported.
Benefits of reviews
Trust signals
Positive reviews serve as a crucial trust signal between businesses and potential customers, helping to validate the legitimacy of both the business and its products & services. They not only enhance credibility but also reassure prospective buyers about the quality of what they are purchasing.
Without reviews, it becomes difficult for consumers to trust a business and understand the experiences of previous customers who have purchased the product. Reviews provide valuable insights into the product’s quality and the overall customer experience, helping potential buyers make informed decisions.
Reviews are a powerful tool for persuading new customers to make a purchase. Even negative reviews can be beneficial if they are perceived as isolated incidents, especially when accompanied by prompt and effective customer service responses. This demonstrates a company’s commitment to resolving issues and enhances trust among potential buyers.
Conversion rates
Reviews serve as a crucial trust signal for consumers and significantly contribute to increasing revenue through enhanced conversion rates. According to research by Spiegel, products with just five reviews can see a remarkable 270% increase in conversion rates compared to those with no reviews. This illustrates how essential reviews are in shaping consumer perceptions and driving sales.
How can reviews help your Paid Media activity?
So, how can reviews fit into your Paid Media strategy? Below, we explore some examples of ways that you can integrate them into your marketing activity.
Ad copy
If you are pleased with the reviews on your platform and its ratings, you can use this within your advertising copy to attract potential consumers. Highlighting positive reviews in this way not only builds credibility but also enhances your brand’s reputation and encourages new customers to engage with your products or services.
By highlighting your rating in your advertising copy, you effectively showcase the opinions of past customers, offering potential buyers valuable insights into your brand. This is particularly crucial for first-time researchers who may be comparing your offerings against competitors. In such a crowded market, every headline must make an impact. The great thing about this approach is its scalability; whether you’re a local business or a large multinational corporation, social proof plays a vital role in influencing the decisions of your prospective customers or clients.
Consider incorporating the actual rating number into your ad copy and conducting A/B tests to see which version performs better. This approach can provide valuable insights into what resonates more with your audience and enhances your advertising strategy.
Automated assets
Automated assets can be an effective way to display your review count and star rating directly in ads with minimal setup required. Below is an example from Google, illustrating how reviews appear in search ads when they’re automatically pulled through.
This is another great way to showcase your review score (and amount) for customers at a glance.
To enable this automated asset, certain criteria must be met. Primarily, you need to reach a minimum review threshold for the rating to appear. While Google notes this number may vary, a general guideline is to aim for around 100 reviews to start displaying a rating. In addition to this, you need a rating of 3.5 or more for text ads. Finally, the ads’ URL domain must match the domain for the ratings.
If you have a number of positive reviews and are interested in testing this feature, make sure to enable “seller ratings” within the account-level automated asset settings. This setting will allow your reviews to be prominently displayed, giving potential customers a strong first impression of your brand’s reputation.
Google Shopping
For e-commerce companies, setting up on Google Shopping—most commonly through Performance Max campaigns—is crucial for successfully reaching potential customers and driving product visibility.
Product-level reviews can be displayed directly under your product listings to reinforce the credibility of your services and highlight customer satisfaction with your products. This, along with the other recommendations, serves as a trust signal that can help boost your chances of a sale, especially if your competitor has not yet implemented it.
For example, with coffee machines, beyond price, a consumer’s attention could be drawn to the product’s rating. If the reviews are positive and the price aligns with what they’re willing to pay, they might select your product over a competitor’s that lacks visible reviews. Having ratings and reviews on your listing not only acts as a powerful trust signal but also provides social proof from previous buyers, giving you an edge in competitive spaces.
In addition to supporting paid channels, reviews can also have a significant impact on organic search and SEO efforts. As shown, reviews can appear on your free listings, which can increase visibility and boost conversions when consumers explore outside of sponsored shopping ads.
If you’re receiving reviews but haven’t yet set up automated review displays, now is a great time to do so! Utilising this powerful trust signal can significantly boost consumer confidence, drive conversions, and enhance your visibility across both paid and organic channels. So, why not start implementing this today? If you have any questions, reach out to our Paid Media team, and we’ll get in touch with you.
