Bing Ads is testing a new expanded review ad format, officially called Consumer Ratings Annotations. Normally, with the reviews extension we see the number of reviews, how many stars the company has, and a link to the reviews on Bing. Now, there is also an additional review line added to the ad, showing further detail about specific aspects of reviews.
For example, here is a Coach ad with expanded reviews.
The expanded reviews are provided by Viewpoint. Here is the landing page when you click on the “Ratings” link.
It is unclear how Bing selects which parts of the reviews to highlight. Here is another example which shows consumer ratings annotations and you can see they highlight various parts including: Products & services pricing; Chance of future purchase; Shipping & Packaging; Customer Service; Return/Replacement policy.
This version of the consumer ratings annotations does not have the regular ratings above it.
They are currently only available on desktop and tablet. It is already live in the US and Canada, and may also be available in the UK.
Advertisers are not charged when any of the ratings links are clicked, only when the actual ad is clicked. They don’t appear to be tracking clicks on the “ratings” link within the ads.
Jennifer Slegg
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[…] the only annotation Bing is testing. A new consumer ratings annotation is showing up for some users, The SEM Post reports. Asked if these annotations can display simultaneously, a Microsoft […]