Users are given the option of clicking the regular ad that directs the user to the advertisers web site or they can click the Yelp link that directs the user to the advertisers Yelp page. If the user clicks the Yelp link the advertisers is not charged for the click-through.

This is most likely a Google experiment that is close related to Googles current desire to acquire Yelp. Google has been pushing to develop their own local map feature with stronger ratings and information that rivals Yelps network. We will see if Google continues this practice and makes it a permanent feature in returned sponsored links.

Users currently don’t have any control over when or how their ad shows Yelp reviews or if they even show reviews at all. Google chooses at their own desecration to integrate Yelp reviews with ads on a semi random basis. From my observation Google will only show Yelp reviews in your advertisement if your business has a critical mass of 5 star ratings or ratings in general.

We will see if Google continues the practice encouraging more Google advertisers to build their Yelp reviews so that their Google Ads are more attractive. This will be an interesting new addition to advertising optimization on the Google ad network.

Google Search Showing Yelp Reviews in Sponsored Results