Ad extensions offer a versatile tool for enhancing the appeal of paid search ads, applicable to a wide range of businesses. Recently, Google introduced a new addition to the AdWords extensions suite, termed “Review Extensions,” which has been creatively embraced by advertisers.Initially introduced as a beta feature for a select group over the summer, Review Extensions were expanded to a broader audience in October, aiming to attract more clicks through innovative approaches. This feature is particularly beneficial for businesses lacking product reviews from platforms like Google Shopping or additional third parties. 
The new Review Extension can be effectively utilized by numerous B2B companies or those new to paid search, knowing they possess credible reviews online!I appreciate this concept as it can significantly benefit businesses that deliver exceptional services, setting them apart in competitive markets. Google’s Note: 
Google emphasizes that reviews must be of high quality.However, as with many Google updates, marketers are finding innovative ways to leverage the new tools. Originally intended to showcase authoritative reviews from various sources, the Review Extension now invites exploration for further uses.Indeed, there’s potential for expansion. Let’s begin with a brief guide on how to implement this feature, along with some best practices. We’ll then delve into creative ideas for utilizing the extension!In AdWords, access the ad extensions tab. 
Click to add an extension and select “Review Extensions.” Upon doing so, I actually mentally added air quotes. 
Click “edit” and add “New Review.” You’ll encounter a window allowing you to paraphrase or include the exact quote and source, including a source URL. You can also set start and end dates for the extension. After completion, submit for Google’s approval. 
Additional Quick Notes about the Review Extension:
The feature can be used alongside other extensions, like site links, but not with Offer Extensions. We’ll see how long this restriction lasts.
You have 67 characters for the review and source.
The review must pertain to your company, not a specific product. Google also states that you must obtain permission to use the source’s review. Nonetheless, many may overlook this.
Reviews must not be from an individual user, as these can be easily manipulated.
Again, it can be a direct quote or a paraphrase. The paraphrased section is where creativity shines.
It must be a recent review, ideally from the past 12 months.
The extension will link to the review source in your ad, but clicks on the publisher name are not charged.
Approval can take up to five days or more, with both automated and human systems involved in the process.
Submit the Review Extension at the AdGroup level, but Google suggests the campaign level for enhanced flexibility and quicker review.
As mentioned earlier, advertisers are getting creative. While not advocating rule bending, here are some legitimate and “creative” ideas that have been approved. 1. Beyond Reviews In a search for “trade show displays,” this advertiser utilized multiple extensions to create a robust ad. Despite the absence of the new review, it remains a solid advertisement. However, they creatively used the “Paraphrased” option to simply state “An Inc. 500 Company.” Below is the search ad. 
Clicking on the “Inc.” text leads to Inc.com’s profile for the business. This is not a review but a fact about the company with some statistics.Well done for creativity! 2. Bloomberg.com For public companies, exploring sites like Bloomberg could be beneficial. A Bloomberg company overview, akin to the Inc.com profile, could serve as a review source. Even if it’s not a traditional review, it could attract attention if approved.This aligns with the goal of showcasing your company’s greatness! 3. BBB.org Many legitimate businesses, including some of my clients, are reviewed and certified by the Better Business Bureau. If you have an A+ Rating and are advertising with AdWords, this is an opportunity you might be overlooking. Below is an example I found while searching for “cloud solution” terms.This ad is eye-catching and stands out, likely increasing CTR. The competition doesn’t shine as brightly.For instance, compare this to the last listing in the image below. When combined with other extensions, the result is a powerful advertisement! 
4. Awards as Reviews Awards can be excellent for this extension. If you’ve received an award and it’s published on a site, leverage it. Below is an example: 
5. Create Ad Copy Without the Extension In the “online ADSL” market, I found an interesting result where a review was not an extension. It was set up to mimic the Review Extension.You can tell because “PC Magazine” is not linked, and it’s part of the ad text. This website couldn’t use the Review Extension due to Google’s restrictions when using the Offer Extension.This is a great way to incorporate a review into your ad copy without going through the Google approval process. Kudos for creativity! 6. Finding Reviews You can submit more than one review for Google’s approval, so it might be wise to find a few, knowing some may not be accepted. Additionally, we may not always be aware of when our business receives a review. Here are some tips for finding reviews.
Google Alerts: Setting up an alert for your brand is beneficial for link building opportunities and finding potential reviews, award mentions, and profiles. These can then be used as fresh new Review Extensions. Consider adding “review” and “award” to your alert, along with the brand.
Conduct searches for your brand and append queries like “review,” “testimonial,” or “award.” Set the search parameters to the past year or earlier for more recent content.
Also, use advanced search functions such as “RiteAid inurl:review” or “My Brand intitle:review.” These might not yield many results but could provide solid options for your new AdWords Review Extensions.
Hoping this post inspires ideas for those seeking to leverage this new AdWords feature. Have you tried the new extension or discovered any creative results? Share them with us!
