Google Testing “Trusted Stores” Badges On Search AdWords

Google is testing the effect of adding “Trusted Stores” badges to qualifying advertisers’ search ads, as it considers deploying the badges more widely. The experiment was first reported by Internet Retailer.

A Google spokesperson, asked to comment on the test, sent a statement that said: “As part of the Google Trusted Stores program, we’re currently conducting a test with a small set of advertisers to help users identify online merchants that offer a great shopping experience. In our ongoing efforts to provide ads that are useful and relevant for users, we’re experimenting with different ways to communicate information about the quality of the shopping experience for a particular advertiser in the search ad itself.”

Trusted Stores is a program Google announced last year which aims to improve consumer confidence in ecommerce by certifying that stores with the badge abide by certain minimum standards in customer service — and even offers purchase protection for buyers.

To be a part of the program, etailers must apply and provide a range of data to Google. To qualify, Trusted Stores must have a track record of on-time shipping and reliable customer service, including quick resolution of any customer issues.

In the AdWords test we’ve seen, a medal-like badge appears to the left of the URL and the first line of text in the ad. When a user hovers over the badge, a panel appears with information about the etailer’s qualifications and rating, along with a “Trusted Stores” logo. In the Internet Retailer story, Google group product manager Tom Fallows said the company is testing a number of different implementations. Not all Trusted Stores are currently displaying the badge with their AdWords ads, presumably so Google can compare badge-free with badged ads.

Google said the advertiser’s participation (or not) in Trusted Stores won’t affect ad rank in the AdWords auction.

Related Topics: Channel: SEM | Google: AdWords | Top News


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  • Ed Magedson

    Consumer confidence is what it’s all about. Any way retailers can increase that is GOOD for all legitimate retailers. 

    For those less honest, I guess I’ll see you on

  • Anneliz Hannan

    Great idea, worth the wait..all about consumer confidence and site credibility. 

  • Michael Hellwig

    I’m hoping this is rolled-out globally – it’ll be interesting to see if there’s a lift in CTR and conversion.

  • daveintheuk

    Want to look trustworthy? Buy ads!

  • Ma.Aprilette Sulib

    This is a good move on Google to help consumers feel confident with their purchases. This would benefit a network of businesses who rely on online marketing only.

  • ian hanson

     The  best part is where Google says…”Google will determine a resolution, which may include a full refund of the order or item replacement”…this will definitely mean a lot to buyers.

  • Nathaniel Bailey

    Yes but just how long will it take for people to start to abuse this by making there own badges or something to try and look like those with the trust badge?!

    Also I see google using this in the future for organic search, so will this be yet another new ranking factor that the smaller guy simply can’t get due to not having as big a client base as say amazon?

  • Anneliz Hannan

    Yes, I see your point. There will always be a struggle for top organic search and those that will abuse and seek ways around. Thanks

  • SEO Peace

    This update make customers to go ahead towards online shopping.

  • Peejay Oclarit Erazo

    Interesting Program……..

    Easy shopping for shoppers.

    Hope this will succeed because this will make every shoppers life more easier….

    Thank you for sharing this great new and post…… 

  • Matt Hagens

    Our site has it too:

    Organic will have badges sometime next year, but you must be a trusted store.

  • DSquared-Media

    I love the idea, but am skeptical because I doubt Google will allow qualified stores to display the badge alongside the same site’s organic results.

  • Danny Fendler

    Badge will not affect quality score but it will affect CTR which affects quality score.  Google’s paid listings compete with their organic listings and guess which one they want users to click?  We will continue to see more add-ons like sitelink extensions, product extensions and badges to make the paid listings bigger and attract more clicks.  If you don’t pay, you won’t play.

  • gbfhsghtr

    The Louis Vuitton Handbags are sold with higher price in china that other countries, because china has the very high inprot taxes of handbags,so many chinese always 
    want to buy a Cheap Louis Vuitton Handbags and they will go aboard and buy cheap items from Louis Vuitton Outlet Store ,buy the others who can’t go aborad will 
    find a Louis Vuitton Handags On Sale out.

  • Bart van Duinkerken

    Does anyone know when this update will be available in The Netherlands?

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