Consumer reviews are now part of the Google Trusted Stores certification program

Since consumer reviews were introduced to Google Adwords and Google Shopping in 2010 they are now playing an important role for advertisers in their campaigns. Recently a few changes were made for the seller ratings (also called consumer reviews or customer reviews). 

This September the Google Seller Ratings pages were updated with a new design (see post) and also the option to review sellers through Google Wallet transactions was discontinued ("Reviewing sellers"). 

A couple of days ago Google announced that the Google Trusted Stores certification program now also connects to AdWords. Merchants participating in the program will be able to gather reviews, which will be displayed on AdWords text ads as well as Product Listing Ads on Google Shopping. It is pointed out that "participating retailers have a free and easy way to earn the ratings"

Example View with Google Trusted Store reviews

How will it work? Shoppers opting for the free purchase protection may receive a short survey about their shopping experience. 

The Google Trusted Stores Program now runs in the US and with pilot programs in the UK, France, Germany, and Australia. 

More:

Google Inside AdWords:Google Trusted Stores expands and connects with AdWords

CPC Strategy Blog: Google Trusted Stores Now Incorporates Seller Reviews

Search Engine Land:

Google Trusted Stores Now Integrates With AdWords, Shows StellaService Ratings In US