If you have ever worked in Google Adwords, you’ve probably noticed that much of the user experience is intuitive. Nice and outlined, easily understood hierarchy, and mostly clear concise insights to help you diagnose issue within your account. But it seems one of the more difficult tasks in Adwords is easily harnessing the true power of the review extensions. It can be infuriating to attempt to get these extensions approved. So keep reading if you are tired of waking up every day to find your review extensions denied approval. For below are some best practices for navigating this sometimes unforgiving arena.
- Diversify your content
- It may go without saying, but in order to maximize the potential impact of a review extension, choose some content that is not only reputable but also differs from your ad copy. Switch up your ad copy messaging if it is too similar, and give the consumer more to think about when they view your ad. You want to be the one who stands out on the SERP. Your review should add to your content, not mirror it.
- Check Yourself
- Choose a reputable review source! Not only does it make your ad more attractive. It prevents Google from disapproving your extension based on the poor or uncertain nature of the review source. Not only that, but it is on us as advertisers to make sure that content is accurate and available for use in the review extension. Google will tend to err on the side of disapproval. Remember that sometimes it’s a machine that is determining the reputation of these sites. Perform a simple background check. Doing your due diligence with a source can save headaches later trying to push your review through Google’s approval process.
- Since it can be a hassle getting review extensions approved. Create ones that apply broadly across your account. What about the company as a whole makes it unique and interesting? Find that out, then find someone who said it. Submitting reviews for specific products can be effective but you will have to submit more of them to span your entire account and are often highlighting aspects of that product that are easier to call out in ad text.
- Quote Versus Paraphrased
- It’s not rocket science with this one folks. To use the quote option effectively, pull directly from the review in question and slap it into your account. Be mindful though, you’re showing this to real people. Choose a phrase that stands on its own and not marred by poor segmentation. People who read it want to understand it easily and process it fast. Choose a direct phrase that makes sense. And if you can’t make it work, then use the paraphrased option to get your point across easily. Just remember, the paraphrase option is much hard to get approved on account that Google has to deem that the content is visible on the source page, which can be hard to show if you are paraphrasing.
The tricky part of review extensions is that even when you utilize best practices and very carefully craft your extension, you still wind up with disapprovals. Suddenly you have no idea what Google means by “Reputable” or “Credible” means. What makes a source worthy of review on Google’s SERP? Well it turns out it’s a bit difficult to define. There is of course the long list of requirements found in the Adwords help directory, but if all else fails, perseverance is the key. I have often found myself using the paraphrase option and simply having to try many different sentence structures so that Google’s engine would consider my content to match the “tone” and reflect the “overall content” of the source website. So fight the good fight! Continue submitting! Because the power a review extension has on your ad and company’s credibility alone is worth the slog through Google’s approval process.