Highlight third-party reviews in your ads

There’s nothing better than getting a good review, and customers like to see them too when searching for products and services online. With review extensions, you can share those positive write-ups, awards, or third-party rankings with potential customers in an additional line of text beneath your ads on Google Search.

You know your business is great, but review extensions let customers know that a respected third-party source agrees. Adding a quote from a positive review, award, or accolade to the text beneath your ads gives potential customers one more reason to click.

How review extensions work

When you create a review extension, you’ll choose and enter your own quoted or paraphrased review. You can use a paraphrased or exact quote, as long as it’s attributed and linked to the published source.

Here’s an example of an ad using a review with an exact quote:

 Review extension example

Here’s an example of an ad using a paraphrased review:

 Review extension with paraphrased quote

If you’re already using a quoted or paraphrased review within your ad text, adding a review extension and moving the review text there gives you more space to promote your business or products.

As with all extensions, reviews won’t show every time. There are a variety of factors that affect whether your review can show, including your bid, ad relevance, available space on the search results page, and other extensions or information.

What review extensions cost

You aren’t charged for clicks on reviews but, as always, you’re charged a standard CPC for clicks on the ad itself. Review extensions can boost clickthrough rate by up to 10%.

Set up review extensions

Good to know

Reviews appear on the Google Search Network, but aren’t available on the Display Network.

While review extensions are available globally, we currently only support reviews in English.

Add business reviews from reputable third-party sources

Reviews should focus on your business as a whole, as opposed to a review about a specific product or service. This makes the reviews relevant to just about all of your ads.

It’s your responsibility to make sure that you’re allowed to use a third-party review for your ads. (If you’re a publisher concerned about your content being used without your consent, complete this form to have the content removed in 1-2 business days.)

Keep reviews distinct from ad text

You can use the same review extension for multiple campaigns or ad groups. Make sure, however, not to use the same or similar review in both the ad text and review extension for a campaign or ad group: this might create repeated text in the same ad.

Make sure your review follows the rules

Many advertisers using review extensions don’t see their reviews on their ads right away. Some of the things that could prevent a review from being approved include:

  • Using individual personal reviews (not from a publication/organization)
  • Repeating your business name in the review text
  • Not including the year for an annual award
  • Using an exact quote with incorrect ellipses (...).
  • Using a review that’s over a year old
  • Not taking the review directly from the original source
  • Using press releases
  • Changing the review from original (e.g. adding exclamation marks)

It’s a good idea to look over all review extensions policies before submitting yours for review.

Example

Jack and his band were reviewed by the local music publication “9th Note Magazine” last week and won the award for Best New Bluegrass Group. Jack wants to sell tickets to his next show, so he calls 9th Note to get permission to quote them, and creates a review extension.

Awarded Best New Bluegrass Group 2014 — 9th Note Magazine

Now, people searching for Jack’s band can see proof of the band’s talent right on Jack’s ad.

Create and manage review extensions

Keep in mind

Review extensions are limited to these campaign types:

  • Search Network with Display Select - All features
  • Search Network only - All features

To create account-level reviews:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. On the left-side navigation, choose the campaign you'd like to add the review to.
  4. Click the Ad extensions tab.
  5. From the View drop-down menu, choose Review Extensions.
  6. Click Account extension and then click the + Extension button.
  7. To create a new review, click the + New review button at the bottom of the window. (You can also add an existing review to your campaign by clicking the arrow next to the review you want to add.)
  8. Note

    If you submit multiple reviews, only the first approved review will show on your ads.

  9. In the “New review” window, select the “Format” of the review, either “Paraphrased” or “Exact quote.”
  10. Write the paraphrased or quoted review in the “Text” field and the name of the review’s source in the “Source” field. Remember, you are limited to no more than 67 characters for these two fields combined.
  11. Include the URL of the web page where the review can be found in the “Source URL” field. The Source URL must match the Source name.
  12. Click Save.
  13. The new review will appear in the window under “Selected reviews.” Click Save.
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Edit an existing review

You can edit reviews at the account, campaign and ad group level. Keep in mind that the edits you make will apply to all campaigns and ad groups that use that review extension.

To edit a review:

  1. Choose the campaign that has the review you'd like to edit.
  2. Click the Ad extensions tab.
  3. Choose View: Review Extensions from the drop-down menu.
  4. Click Account extension to see your account-level reviews. Select the review you’d like to edit and click the pencil icon at the end of the row to make changes.
  5. You'll see all the reviews in this account. Scroll to the campaign-level or ad group-level extensions to find the review you want to edit. Click the arrow on the right to select.
  6. On the review you selected, click the down arrow that appears next to the pencil icon and choose Edit.
  7. Make changes and click Save.
  8. Click Save in main Edit review extension window.
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Monitor the performance of review extensions

Here’s how to see basic reporting statistics for your review extensions.

  1. Choose the campaign or ad group that contains the review you’re interested in.
  2. Click the Ad extensions tab.
  3. Choose View: Review Extensions from the drop-down menu.
  4. You’ll see a table with the associated reviews and performance statistics including clicks, impressions, and clickthrough rate (CTR).

You can also filter your statistics by clicking the Segment drop-down menu and selecting the type of stats you’re interested in.

Note:

If you don’t see any data in your table, check the Status column to see if your reviews are “Approved” or “Disapproved.” If a review is marked as “Disapproved,” check our review extensions policies and update your review so that it meets all the requirements.

Next steps