Google has partnered with online reviews company Feefo to bolster its AdWords network with the incomer’s review-based advertising expertise. Feefo, which works with the likes of Next, Vauxhall, Expedia and Thomas Cook, will lean on its sentiment analysis tech to discover relevant advertising keywords from the thousands of brand reviews it processes. These can then be input into digital ads where it boasts ‘up to a three or four-fold increase in click-through-rates (CTR)’ against conventional means. Adrian Blockus, head of channel sales for the UK and Ireland at Google, explained: “We’re pleased to have Feefo on board as a Google partner. Feefo has the product knowledge, advanced technology and insight needed, to create and optimise Google AdWords campaigns for their customers.” The keywords drawn out by Feefo can also be used to spruce up brand copy and landing pages to reflect the language and sentiment used by consumers in their reviews. Matt West, chief revenue officer of Feefo, added: “We use our unique insights to lend a powerfully persuasive new voice to adverts. “We are focused on using the power of our smart innovative technology to extract the maximum possible value from consumer feedback on behalf of our clients, and remain committed to helping consumers make confident, informed decisions based on real reviews they can trust.”
Google has teamed up with online reviews service Feefo to optimise its AdWords network. Feefo will use its sentiment analysis technology to find relevant ad keywords from the brand reviews it processes. These keywords can then be used in digital ads for a three or fourfold increase in click-through rates against conventional means, the company said.