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Google Partnership Brings Product Ratings to AdWords, Natural Search Results

A new partnership between Google and Bazaarvoice lets retailers and manufacturers to display online product reviews and ratings right within their AdWords campaigns.

The ads will show how many users have reviewed a product, along with the average rating given in a five-star rating system, writes MediaBuyerPlanner. Bazaarvoice is Google's first publicly integrated platform partner for product review content.

Called SyndicateVoice for Search, the capabilities are valuable because people increasingly rely on information from their friends and peers to make purchase decisions, Bazaarvoice points out. "…Google is affirming the power of social commerce with this partnership," says Bazaarvoice founder and CEO Brett Hurt.

SyndicateVoice for Search provides retailers and manufacturers:

  • Full-length reviews with branding in Google product search with the reviews linking back to the merchant's product page.
  • Ratings information through web snippets in Google.com search results. Also Bazaarvoice's automated integration will allow review content to appear in Google's natural search results, as well.
  • Aggregate star ratings in Google advertising, with advertisers now able to use average star ratings in Google advertising products.

HSN Signs On

HSN is one of the first of Bazaarvoice's clients that plans to use SyndicateVoice for Search. HSN EVP Brian Bradley says that by surfacing product reviews in search results and ads, HSN increases brand exposure and product visibility, which will result in increased traffic and sales for HSN.

Bazaarvoice has about 800 customers, including Best Buy, Costco, Dell, P&G and Panasonic.

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