Google has announced it is adding its seller rating extensions for its AdWords pay per click service to searches conducted on its domain.

While the feature was launched on earlier this year, the company has now introduced the system to its UK and German sites.

In a statement on its official AdWords blog, the organisation said it had been "encouraged by the results we've seen" and added it is planning to increase the service to users in more locations over time.

The firm said the new element would make it "easier for potential customers to identify highly-rated merchants".

For an advertiser to obtain an extension to appear alongside its ads, a business must have at least 30 reviews on Google Product Search, as well as a score of at least four stars.

According to a recent report in the Guardian, AdWords – which first launched in the UK in 2002 – is one of the search company's most profitable ventures and sees annual growth of between ten and 15 per cent.

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