Users can click to see photos of customers included in their reviews in Google Shopping. Picture: Yotpo.
Google Shopping adds customer photos to advertiser product ad reviews. Comments can be accessed from the "See more" option on mobile Shopping ads or by clicking on the star rating in a list.
Why We Should Care
Images are catchy, and thumbnails of reviewers can add additional social proof to critical product reviews in Google Shopping. Along with the reviews, it's a step towards including more user-generated content (UGC) to inform users when they buy. UGC can add an element of authenticity and credibility to the lists of retailers, which professionals can not do.
It's too early to know what kind of impact advertisers would display photos of their customers alongside their reviews might see, but they will look for a higher click-through rate and more conversions of # 39, highly motivated buyers.
More About the News
A Google spokesman told Search Engine Land that customer photos were in the early stages. The program is not linked to the new Google Shopping experience coming to the United States, Google confirmed. Advertisers must work with one of the comment providers participating in the program: Yotpo, PowerReviews, Bazaarvoice and Influenster. The program may eventually be extended to other partners. Because customer images are enabled on a participating partner platform, they will automatically be syndicated to Google for inclusion in advertisers' Google Shopping ads.
About the Author
Ginny Marvin, editor-in-chief of Third Door Media, manages the daily editorial operations of all our publications. Ginny writes on paid online marketing topics including paid search, social networking, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name @ginnymarvin.