Looks like Facebook isn’t content to let Google and Yelp own the local review marketplace. They are testing starred reviews that will pit them head to head for local search.
Numerous studies have shown that having starred reviews or other ad extensions increase click through rate. Indeed, ad extensions is one of the first areas we look to turn on for new clients. They aren’t terribly difficult to setup, and can immediately pay dividends in higher clicks, increased CTR, and higher conversion rates.
But now Facebook is pushing to get into the local reviewed ad space. While we aren’t yet seeing any paid ads show up on the results, I don’t expect it will take much time at all for these to get rolling.
Watch this space. The search/social advertising marketplace continues to get crowded and innovations continue to be made.