Most businesses have the same goal when it comes to Google – appear on the first page of results. If you’ve been following our blog, you know the first step to this process is creating your Google My Business account (you didn’t know? Read about it here ). The next step is to integrate Google AdWords into your marketing strategy.
Google AdWords allows you to advertise directly in Google search results. You can tell a Google ad by the green square next to the website URL in the search results.
In the above image, you see the first result is an ad and the second is an organic (i.e. unpaid) search result.
Google AdWords expands your reach and puts you above organic search result listings. Even with your Google AdWords campaign, it is smart to always ensure your website maintains SEO relevance.
Not yet using Google AdWords? Get started with Google AdWords here.
Your rating appears within search results once you meet Google’s minimum requirements and you have incorporated their ‘rich snippets’ (see screenshot) within your website. Let’s rewind and first talk about how Google manages and displays ratings.
Google ratings are an aggregate of your review score across Google and their selected sources (see list of sources here). In order for your ratings to appear in your search results listing, you first have to meet three requirements:
See the difference between this search result and the previous? This Google Ad includes the ratings for booking.com within their ad because booking.com optimized their AdWords campaign in line with the aforementioned criteria.
What this means is: the more guests you send to Google to leave a review, the more reviews you acquire and the greater the potential for improving your ratings on Google. This increases the potential for your ratings to appear within your AdWords campaigns, thereby increasing the campaigns’ effectiveness.
There are three ways to share your ratings on your Google Ad:
The third option is, clearly, the only option for hotels; especially with optimized review distribution and an AdWords campaign.
To include your ratings, configure your AdWords campaigns according to the following steps:
Remember: your rating still will not appear until you have met the minimum requirements of 150+ reviews and a rating of 3.5 or higher. To ensure you reach this score efficiently, take advantage of the recent Customer Alliance “Distribution” update.
To reach your 150 review minimum, you can strategically set-up your Distribution Settings and increase your return-rate for Google reviews. To do this, follow these steps:
With this, those guests with a Gmail address will be redirected to our Google Questionnaire automatically (read about our Google integration).