Google is rolling out a new feature in its suite of user-generated shopping content: customer photos. Brands and merchants will now be able to showcase the photos they collect from their customers alongside reviews in Shopping Ads, introducing another layer of social proof.
Why it matters
The numbers have spoken, “Google Shopping is the single most important aspect of paid search management for most online retailers today.” The customer photos feature will take it up a notch. With the addition of visual UGC in Shopping Ads, you’ll:
1. Improve CTR
According to the 2022 Reviews Consumer Survey, 63% of consumers stated that they trust reviews when photos and/or videos are added. Showing shoppers user-generated photos up front will capture their attention and prompt them to click through to your site.
2. Attract high-intent shoppers
Customers who search for your product on Google already know what they’re looking for. They just need that extra push to inspire them to actually make the purchase. This powerful social proof will help turn them into buyers even quicker. In fact, customer photos will inspire shoppers to make purchases even before they click through to your site, maximizing return on ad spend and decreasing CPA.
3. Benefit from partnership
Yotpo is one of Google’s partners who can provide this new feature; Yotpo users will be among the first brands with the ability to display photos in Shopping Ads. Don’t miss out on this exciting opportunity to outshine your competitors by displaying your customer photos in the most impactful way and giving your customers the visual shopping experience they need to purchase confidently.
How it works
Yotpo’s Photos In Reviews feature makes it easy for customers to submit photos along with their reviews in the post-purchase review request email. These user-generated photos that have been published through Yotpo will automatically be fed to Google. They will then be featured alongside customer reviews on the product details page, which users will be directed to once they click on the star ratings on a Shopping Ad.