How it Works

• The basic idea behind the endorsement program is that you will be able to see celebrity endorsements when you type in a specific search term. For example, if a vehicle manufacturer has a deal with a specific celebrity to promote its car, you may see this when you type in the name of that car in Google. Under the normal ad space in the paid results section, you will see a notation that says a specific celebrity endorsed this product.
  
  

Why Offer Endorsements

• Google is in the process of offering endorsements to advertisers for a number of reasons. In other advertising mediums like television and radio, advertisers can use celebrity endorsers to get the attention of potential customers. Google ultimately hopes to be able to do the same thing with its paid search results. The hope is that it can increase sales for customers who have the budgets to afford celebrity endorsers of their products and services.
  
  

Lending Credibility

• One of the primary purposes of using endorsements in Google advertisements is so that they can increase the credibility for certain sellers. When you look for something on Google, you will see a variety of search results. Some of them may be legitimate ads, while others could be scams or unscrupulous sellers. By showing an endorsement of a product right below the ad, you know exactly which seller you are getting and which one is not legitimate.
  
  

Considerations

• Although endorsements are being implemented into Google ads, the other programs are still available for advertisers. You still have the option of running regular Google Adwords campaigns with no endorsements of any kind. The celebrity endorsements will simply be mixed in with the other results on the page. The algorithm that Google uses will still largely be based on how much each advertiser is willing to pay per click when deciding how the search results are displayed.