How To Get Google Seller Ratings On Google Ads – December 2021

Google Seller Ratings

How to Get Seller Ratings

In a Nutshell

Google Seller Ratings are an aggregated star rating between 1-5 stars that show on Google Ads. You’ll normally see them on CPC text ads, Google Shopping ads, and the free shopping listings. See real examples below the table.

Need to learn how to add seller ratings to Google Ads? We will be talking about Free vs. Paid seller ratings, how to get them, and show examples. Google gathers seller ratings from the 29 approved 3rd party review partners, Google Customer Reviews, Google Consumer Surveys, and Google-led shopping research. All ratings are syndicated into your Google Ads account and show on your CPC text ads and Google Shopping (if you run an ecommerce site).

Free vs. Paid Google Seller Ratings

Google Customer Reviews

You might end up spending $5,000-10,000 USD because you’ll need a team of programmers



  • Google Seller Ratings
  • Product Ratings
  • For Enterprise Businesses
  • For Ecommerce Companies Only
  • Not for Service-Based Companies


Shopper Approved

30-Day FREE Trial

No Credit Card Needed



  • Google Seller Ratings
  • Product Ratings
  • Q&A (like Amazon’s Q&A section)
  • Video Reviews
  • Social Evidence
  • Survey Destinations (Get reviews across the web)
  • For Small/Medium Businesses
  • For Service-Based Companies
  • For Ecommerce Companies
  • Unlimited Reviews for Locked-In Rate……

Verified Reviews

You only get UP TO 400 review “requests” per month. That doesn’t mean you will get 400 reviews.

30-Day FREE Trial
10% Discount
No Credit Card Needed

Pricing is based on # of orders.
If you cancel, your reviews will still show on Verified Reviews.


  • Google Seller Ratings
  • Product Reviews
  • For Small/Enterprise Businesses
  • For Service-Based Companies
  • For Ecommerce Companies


Pricing is mainly based on monthly orders.


  • Google Seller Ratings
  • Product Reviews
  • For Enterprise Businesses
  • For Ecommerce Companies
  • Not for Service-Based Companies


$599/mo starting for Product Reviews.

Subscription must be paid annually.

Pricing is based on “# of Email Invitations” sent, not on actual reviews collected.


  • Google Seller Ratings
  • Product Reviews
  • For Enterprise Businesses
  • For Service-Based Companies
  • For Ecommerce Companies


Based in UK
You’re paying for SEO, CRO, Insights, Reviews, etc.


  • Google Seller Ratings
  • Product Ratings
  • For Enterprise Businesses
  • Google Seller Ratings
  • Product Reviews
  • For Enterprise Businesses
  • For Service-Based Companies
  • For Ecommerce Companies

*WARNING – Google Customer Reviews program is “Free”, but you’ll need a team of experienced & trusted programmers for the technical integration and then to maintain it. Above is a pricing table of the top Google Seller Rating companies.


Many of the thirty 3rd-party review partners (seller rating companies) are not in English (eg. Japanese, Dutch, French, German, Spanish, etc). Of the 29 Google Approved aggregators, we narrowed the selection to 6 English-speaking companies. Make sure they fit your budget and what you’re looking for. Don’t get upsold into features you’ll never use.  In addition to Seller Ratings, there are 28 3rd party reviews aggregators approved by Google to display “Product Ratings” on Google Shopping PLA ads (we’ll talk about this later). Seller Ratings should not be confused with Google Reviews for Google Maps. 

What Are Google Seller Ratings? [with examples]

Google Seller Ratings are the star ratings that show on Google CPC text ads and on Google Shopping. Service-based businesses, ecommerce sites, and local retail businesses can all gather seller ratings. Below are 3 images illustrating what Google Seller Ratings look like. Seller ratings show as an aggregated 1-5 star rating along with the number of ratings. Sometimes you may see a qualifier like “Average Delivery Time” or “Order Accuracy”, etc.  For ecommerce sites, Google Shopping ads & the free shopping listings show the ratings and a percentage. 

Seller Ratings on Google CPC Text Ads

google seller ratings for car insurance industry

Seller Ratings vs. Product Ratings (for ecommerce)

seller ratings and product ratings

Seller Ratings on Google Shopping

seller ratings on google shopping for search query dark roast coffee

That can be your company collecting Seller Ratings

Benefits of Google Seller Ratings

  • Increases your CTR (click-through-rate)
  • Increases your Quality Score and Ad Rank
  • Increases your Number of Conversions
  • Decreases Your Cost-per-Click because your CTR is higher. Google uses CTR as a signal that people find your ad useful.
  • Decreases your Cost-per-Conversions

You may be wondering why should you pay extra money every month to get the stars? Well, the real answer is you may be making more money and your average CPC (cost-per-click) should drop. This would be highly likely if you are in an industry where none of the competition is doing this.

In addition, you should “Add Note” within Google Ads on the day you have started getting the stars on your CPC text ads or Google Shopping and check to see if conversion rates have increased starting that day. Also, you can embed your Seller Reviews onto your website and build trustworthiness. Most seller rating aggregators include that feature.

How To Get A High Seller Rating Average

This is a question we get all the time via live chat and even from our own clients! Planet Marketing has some clients that have poor ratings because they don’t ask for reviews. Well, guess what? The only people who will leave a review are upset customers. So here’s a quick list of how to get high seller ratings, fast!

Make sure that the company you choose has the capability to generate a URL to survey your past customers. Send it in a blast email if you can. Use this method especially if you have poor ratings.

Reach Out To Unhappy Customers

Sometimes it’s as easy as reaching out to a customer who had left a bad review and ask them if they can change it if you can correct the problem. 

Ask for a Positive 5-Star Rating

Normally any of these software companies will automate the sending of the emails. What you can do is, in the email template, say something like, “Please leave us a positive 5-star rating along with a comment in the review! We would greatly appreciate it. “If” for some reason you cannot leave us a positive 5-star rating, reply to this email and I’ll see what we can do on our end. THANKS!”

Criteria, Problems, Solutions, Tracking

Google Seller Rating Criteria

To qualify for Seller Ratings, you need:

  • 100 unique reviews with comments (less than 100 reviews for certain businesses) within the last 12 months via 3rd-Party Review Partners, Google Customer Reviews, Google Consumer Surveys, or Google-led shopping research.
  • Must have a rating of at least 3.5 stars or higher
  • The URL on your ad must match the domain Google has for the rartings

Each country you advertise in gets its own Seller Ratings. For instance, if you have 1000 ratings in USA, but only 150 in UK, 1000 will show on while 150 will show on Also, each rating must have its own comment from within the country you’re searching in.

[SIDE NOTE: 100 reviews is a lot for a mom & pop company, so if you need help, contact me on live chat. Alternatively, you can send a special URL to all your past customers to get a jump start to reach the 100 mark].

Google says these ratings are free, but in my experience, you pretty much have to pay one of the Google approved 3rd-party review partners or hire a programmer $10,000+ to handle the Google Customer Reviews integration. In my opinion, yes it is free to have the stars appear on your Google Ads, but it’s not free overall because you will be paying a monthly subscription. However, you need to beat your competitors anyway!

Also, you’re not allowed to offer gift cards or financial incentives to receive seller ratings. 

Learn more about the seller rating criteria here.


Sometimes you won’t see your seller ratings on Google. Google doesn’t guarantee that seller ratings will show 100% for every ad impression. Want to see how many reviews Google has indexed for you? Change in the URL to your site. Do not put https or www in front of your domain.

There’s a country selector at the top which shows the number of Seller Reviews in a given country. Pick “United States”, or your country, to see the difference. Use this to see if Google is indexing your seller ratings.

Google seller ratings are part of Google Ads Automated Extensions. This extension is automatically enabled, but if for some strange reason you need to opt-out, you can. Go to Google Ads > Extensions > More (Advanced Options) > Turn off specific automated extensions > Select “Seller ratings”. Here’s a snapshot.

how to turn off Google Seller Ratings

If you have a 3.5 average or below, we recommend temporarily opting out by turning off seller ratings, getting great ratings to offset the bad ones, then turning it back on.


If you don’t see your seller ratings on your Google Ads, contact your 3rd-party review partner. Sometimes Google will update its requirements, but the seller rating company hasn’t gotten around to updating their own platform. All of the 29 companies that Google has a partnership with MUST submit an XML feed in order to get seller ratings into Google. Sometimes the XML feed may break. So don’t forget to contact your 3rd-party review partner. Also, remember that Google will not always show your ratings for every search query.

Tracking performance of seller ratings

Above, we mentioned that you use this URL to check the number of ratings:

However, if you go to Google Ads > Extensions > Automated Extensions, then you can get to a report similar to the image below. This shows that the actual activity whenever seller ratings appear along with the ad. LOOK AT THAT CLICK-THROUGH RATE! Seller ratings really do make a difference.

Tracking performance of Seller Ratings via Google Ads

Choosing a 3rd Party Review Partner

Let’s face it, there are many review sites out there. Maybe you even use one of them, but those reviews will not show star ratings in Google Ads or Google Shopping if it’s not approved by Google. As mentioned before, there are 29 companies that are approved by Google. These companies are in different countries and the languages range from English to Japanese. You can also see a list of them here.

When you start talking to these companies, they are always going to say that their product is better than the competition. It all comes down to you getting the stars on your Google Ads. Some will allow you to reach out to your past customers and ask them for reviews. Others will charge for that feature. For our clients, it was imperative that they asked past customers for reviews by sending a link to the review survey. It gave my clients a jump start on the review campaigns.

Some companies charge based on how many monthly orders you get or by how many email invites are sent (TrustPilot & Verified Reviews). Others only charge based on the number of reviews you get (I like this one most). And still, other companies (…Yotpo…) mash every feature together into the pricing, making it hard to tell what you’re really paying for.

Over the years, I have done research on many of the 29 Google-approved third-party review sites and found that some of them do contracts for 1 year. I would recommend going with one that is a monthly subscription, with no contract, can guarantee results or you get your money back.

Types of Companies That Should or Shouldn’t Use Seller Ratings


Examples of Service-Based Businesses
CPAs & Accountants
Catering Companies
Real Estate Agents & Lenders
Insurance Brokers (Personal, Commercial, Medical)
Health & Wellness (Personal Trainers, Yoga, Chiropractors, Massage)


Shopify, BigCommerce, Magento, PrestaShop, WooCommerce (WordPress), Volusion, IBM WebSphere, MIVA, Shopware,
DreamCommerce, JTL Shop, Gambio, OXID eSales, 3dCart, Bigcommerce, Delegator, Salesforce Commerce Cloud, LivePerson, LogicBlock, Squarespace, Opencart, Weebly, SmartFocus, Tealium,


Restaurants (both sit-down & fast food)
Auto Repair

BEWARE – Read 1st before buying from a 3rd party review partner!

1) Do NOT pay for features you’ll never use. For instance, if you don’t need the “Loyalty & Referrals” program from Yotpo, don’t pay for it.
2) Always remember this: Google is the one who runs the Seller Ratings program on Google Ads. All the 3rd party review partners need to submit reviews in a pre-formatted Google Seller Ratings XML feed into Google Ads.

Your goal is simple: GET STARS ON GOOGLE ADS. Don’t get distracted with all the upsells these companies will use to make themselves look different & get more of your hard-earned money. They are nice features to have if you can afford them. All the companies have to use the same formatted XML feed (see sample feed) as required by Google.

If you need help picking a 3rd party review partner, contact us on live chat. I have worked with all these companies.

List of Best Google 3rd Party Review Partners (aka Seller Ratings Companies)

#1 – Shopper Approved – Best Pick Overall

Shopper Approved logo
Shopper Approved Pros

Get Seller Ratings and/or Product Ratings! Shopper Approved has the lowest cost-per-review. Built-in Planet Marketing Partner Pricing. Starts around $199/mo
30 Day FREE Trial. 1-year risk free!
You can expect 27%-33% of your customers to leave you a review. In other words, for every 100 emails asking for a review, you can expect 27-33 reviews. The best part is “if” your business GROWS LIKE CRAZY, the pricing is locked as long as you’re a paying subscriber.

Shopper Approved Cons

Shopper Approved gets the job done if all you need are stars in your Google Ads. However, they don’t have any type of advanced analytics, but most likely this isn’t a deal-breaker.

Shopper Approved Conclusion

Shopper Approved is based out of Ogden, Utah. I, Francisco, have been to their office. They are very humble people. Shopper Approved offers an unlimited number of reviews for a locked-in rate. Usually, these are for accounts that pay annually. They also have a “Pay As You Grow” plan, which charges for the number of reviews collected over the lifetime of the account, but it’s being phased out soon.

Try Shopper Approved completely risk-free for one (1) full year, and if they haven’t completely over-delivered on their promise to get you more reviews, more traffic, and more sales, they will gladly give you your money back in full for each promise they don’t deliver on, up to TRIPLE what you paid them – NO QUESTIONS ASKED! Why on Earth would Shopper Approved do this? Because Shopper Approved gets REAL results that you can see, guaranteed.

Shopper Approved Perks
  • Save at Least $2,800 – Limited Time Offer
  • Trust Guard Website Security Free for 90-Days
  • Free VIP Onboarding and Setup
  • Free Planet Marketing Google Ads Audit
  • Free Planet Marketing Google Shopping Audit
  • Free Planet Marketing Amazon Audit (in conjunction with our friends at Tinuiti)
  • Free Planet Marketing Site Speed Audit

#2 – Verified Reviews

verified reviews logo
Verified Reviews Pros

Seller Ratings and/or Product Ratings. Also, no credit card is needed to get started.
You won’t get a random salesperson to help you out. You’ll get Maud.
This company has been around for several years and won’t be leaving the scene anytime soon. 

Verified Reviews Cons

They need to show more screenshots or a video demo on their website to ‘show’ how their software collects reviews. This can be shown in a demo.

Verified Reviews Conclusion

Verified-Reviews – 15-day free trial + no credit card needed! It’s normally $99/mo with a 15-day free trial, but once you sign up for the free trial, CALL Maud and ask her about the 20% discount and the extended trial and tell her that Francisco said to “Extend Your Trial”. This is a month-to-month (no-contract) subscription.

They have various platforms where the reviews can be published. Clients include Michelin, The Belron Group, Diamonds International, Lacoste, Swatch, Kenneth Cole, Airfrance, and more. The discount is not advertised on site! Again, no credit card is needed.

Maud from Verified Reviews
Maud from Verified Reviews

#3 Yotpo

Yotpo logo
Yotpo Pros

Even though their main office is in Israel, there are 2 locations in USA and 1 in the UK. Customer support is a phone call away.

Integrates with Shopify Plus, BigCommerce, Magento, Salesforce Commerce Cloud, and more!

They have the best customer insights (analytics) out of all the 3rd party review partners.

Yotpo Cons

EXPENSIVE! They are the highest price so it kind of forces out the small websites. However, if you have an ecommerce site doing 10,000+ transactions per month, the pricing is negligible.

Yotpo Conclusion

Yotpo (weird name) is awesome and has a lot of features. These guys are here to stay. Take a careful look at their features and talk to the company before subscribing. The owner’s name is John-David Klausner and he’s a cool guy. Yotpo’s pricing starts at around $799. Guess what? Pricing is based on the features you want.

yotpo employees
The Team at Yotpo

Read our Yopto Review here.

#4 Trustpilot

Trustpilot logo
Trustpilot Pros

Great for large ecommerce companies that do high-volume of sales.
They have been around for a long time. You won’t have to worry about this company (or anyone on this list) losing its Google 3rd-party review partner status.
Easily integrates with ecommerce sites like BigCommerce, Shopify Plus, Magento, OpenCart, WooCommerce, etc.

Trustpilot Cons

Not affordable for a company that’s just starting off. 

Trustpilot Conclusion

Trustpilot is AWESOME if you have a high-volume eCommerce website doing 10,000+ transactions per month. It’s built for medium to large-sized businesses. Many of their clients are in the USA and in the UK. If you want to try out TrustPilot for free and simply get ratings on your Google Ads, start by getting a one-on-one demo using our TrustPilot partner link.

#5 Feefo

Feefo logo
Feefo Pros

Feefo goes beyond Google Seller Ratings and Product Ratings. They have Connect, Convert, Optimise programs.

Upfront Pricing! Other companies hide their pricing.

Their pricing is okay.

Feefo Cons

The BIGGEST con is that you pay based on the number of feedback request emails per month.

They are based out of the UK and have a strong presence there. While they do have a USA phone number, the time zone difference can be a deal-breaker because the staff is in the UK.

Feefo Conclusion

We put Feefo on the list because they would hit all our requirements if we were an eCommerce site (just like the others). They have a LOT of other features (like SEO Audits, Social Sharing, SMS Feedback Requests, etc) which they bundle into the pricing. Feefo doesn’t have a structured price so make sure you’re not paying for stuff you don’t need (like SEO Audits).

#6 Google Customer Reviews

Google Customer Reviews Badge
Google Customer Reviews Pros

Google Customer Reviews has been around for many years.

It’s free

Google has the most solid brand compared to the rest of the Seller Rating companies.

Google Customer Reviews Cons

If Google changes something on how they accept reviews, your programmer will need to be on top of it. This can turn out to be the most expensive solution in the end because you need to hire a programmer to build and maintain the integration.

You don’t get a dashboard to dispute any negative reviews.

Google Customer Reviews Conclusion

While this option is ‘free’, you’ll need a programmer to handle the technical integration. Depending on the software your site is running on, this can cost $5,000-10,000 USD. If you have an in-house programmer, assign Google Customer Reviews as a project.

Quick Tip

If you’re using Google Ads, then Google Seller Ratings can definitely help increase sales. If you have no intention of using Google Ads, then you probably don’t need Google Seller Ratings. If your company has no intention of advertising on Google, but need local reviews, then you should look into something like Local Reviews.

Conclusion About Seller Rating Companies

Most people who are reading this blog post only need stars to show on their Google Ads. For small companies with a limited budget, I recommend that you get two demos; one with Shopper Approved and the other with Verified Reviews. Pricing is going to be based on your needs, but their starting prices are between $100-$200/mo. If you have a nice budget and can afford the bells and whistles, get a demo with Yotpo and one with TrustPilot.

I recommended Google Customer Reviews in last place because most likely you’ll be spending way more money by hiring an experienced programmer vs. signing up with any of the 6 companies I recommended. HOWEVER, as mentioned before, if you have a programmer already, you’re in luck. Google Customer Reviews is the way to go.

In addition to Seller Ratings, all 6 companies offer Product Ratings. We would recommend the above 6 companies in this order:

  1. Shopper Approved
  2. Verified Reviews
  3. Yotpo
  4. TrustPilot
  5. Feefo
  6. Google Customer Reviews (if you have an in-house programmer, then this is #1)

Here is the breakdown of all the Google-approved 3rd party review partners. I did the research for you so you don’t have to. You’ll notice a lot of them aren’t in English.

Google Review Partners (updated 12/22/2021)

Google Review PartnerDescription
Ausgezeichnet.orgThe site is in German and the company is located in Hamburg, Germany. Use this if your target audience speaks German.
BazaarvoiceThis is a shopper network. If you don’t sell through retail channels, don’t bother.
Bizrate InsightsRun by Connexity. This is a marketplace. Stars will be on Bizrate, Shopzilla, Pricegrabber, etc. Stars will not show on your own domain, it’ll show on your shop within Bizrate.
eKomiAwesome company based out of UK and Los Angeles, California. If you want a demo, go here. Ask for a demo from Michael (the owner) and tell him Francisco from Planet Marketing sent you)
E-KomercoThe site is in French. Use only if you’re targeting French speakers. Located in Lille, France.
FeedatyItalian Website. Now called
Feedback CompanyWhile the site is site is in English, it’s a Dutch company based out of Netherlands
FeefoBased in Boston, Massachusetts. We wrote a blog post here:
Hardware.infoThis is in Netherlands. There’s an English site, but it looks like a comparison shopping engine specializing in computer hardware. Don’t bother with this site if you’re marketing your own business
Heureka.czBased in Liberec, Czech Republic. Looks like some Comparison Shopping Site
KiyOhNL, UK, Germany, Belgium. Consider them if your target audience is based in Western Europe.
KlantenvertellenSite is in Dutch. Consider if you are targeting buyers in Netherlands
kuchikomiking.jpJapanese site. Skip this site. It looks scary!
PoulpeoSite is in French. Use only if your target audience are strictly French speakers.
PowerReviewsBased in Chicago, IL, USA. We wrote a blog post about these guys here: out of Sydney, Australia. Consider them if you target AUS or New Zealand)
Reputation.comBased in Redwood City, California, USA
ResellerRatingsI don’t recommend these guys at all. They were the 1st on the scene years ago, but bad customer service and variable pricing. You don’t know your bill the next month
Reviews.ioGood company based in UK. Call Callum, the owner, or Kehan Vale who lives in Irvine
ReevooBased in London, UK. These guys are new to the scene
Shopper ApprovedBased in USA! They have a location in Utah and Florida. Planet Marketing uses Shopper Approved. Check out what the system looks like:
ShopVote.deGerman language
ShopAuskunftBased in Germany. Use if your target market are German speakers
SitejabberGoogle added Sitejabber Feb 2019. This company has been around since 2008! They have over 2.5 million unique visitors per month.
Trusted ShopsBased in Europe. They started in Spain and now in UK
TrustPilotTrustpilot is one of the recommended companies. Check out their info above
Verified Reviews(Get a demo by a lady named Maud. She’s awesome. A French company, but has offices in Florida, Massachusetts, Spain, France, Germany, and Brazil. Maud is in France and you’ll quickly notice her French accent.)
Yopi.deGerman site. Looks like a comparison shopping engine or market place
YotpoGreat company. Starts at $400+ per month. See the info above. We recommend this company! Heavily capitalized though through private funding. Israeli company with offices in London and USA. They are credible and expensive.

Want to learn about the other types of Google Ratings?

Google Product Ratings

Learn about Google Shipping Star Ratings. These show on your Google Shopping product listing ads.

Google Reviews

Get Google reviews. These reviews show on your Google Business Profile (formerly Google My Business).

Google Seller Ratings

What are Google Review Snippets? A review snippet is usually an aggregate rating of many reviews.

By Francisco

Francisco is the founder/owner of Planet Marketing. He enjoys writing about the work he does, passing his knowledge to everyone. Aside from writing about internet marketing, web hosting, Facebook Ads, Google Ads, reviews, etc., he loves science and astronomy. His number one passion is being a dad to his 9-year old son & horse playing with him. Facebook Twitter Linkedin

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