Need to learn how to add seller ratings to Google Ads? We will be talking about Google Seller Ratings. Google gathers Seller Ratings from the 30 approved 3rd party aggregators, Google Customer Reviews, Google Consumer Surveys, and Google-led shopping research. All ratings are syndicated into your Google Ads account and render on your CPC text ads and Google Shopping (if you run an ecommerce site). Many of the 3rd party seller ratings companies are not in English (eg. Japanese, Dutch, French, German, Spanish, etc). Of the 30 Google Approved aggregators, we narrowed the selection to 7 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 21 companies 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.
List of Best Google Approved Seller Ratings Companies
1. Shopper Approved - Best Pick Overall
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. Lowest cost Google Approved 3rd Party Aggregator. 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 Utah and seem like 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 pay you 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
2. Verified Reviews
Verified Reviews Pros
Seller Ratings and/or Product Ratings. Also, no credit card needed to get started.
You won't get a random sales person 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.
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. Most people don’t wait for the 15-day free trial to end because it’s a great option. Talk to Maud if you need a demo and tell her you heard about the 20% discount on Planet Marketing. 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 Verified-reviews.com site! Again, no credit card needed.
3. Ekomi - Fully Managed Reviews
Ekomi has a ‘managed solution’ so nobody in your office has to deal with the duty of receiving, replying, and disputing reviews.
Great company to use if you're in Europe and have a large company that gets a lot of reviews.
Ekomi is backed by Goldman Sachs Private Capital Group. Goldman Sachs is a key investor.
Ekomi is for large enterprise level companies, like insurance companies, big real estate companies with a massive list of realtors, big law firms or accounting companies, etc. It’s also for large eCommerce websites. It’s a good option for companies that are already large.
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 aggregator status.
Not affordable for a company that's just starting off.
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 business. Many of their clients are in USA and in 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.
Even though their main office is in Israel, there there are 2 locations in USA and 1 in 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 companies licensed by Google.
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 (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 $400. Guess what? Pricing is based off the features you want.
What we liked
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.
What we didn't like
No presence in USA. I couldn't find any USA location. If you need customer support, you'll probably run into a time zone issue (same problem as Ekomi). It's 1:00 pm PST now and nobody is on their live chat. It says, "Back Tomorrow".
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 getting paying for stuff you don’t need (like SEO Audits).
7. Google Customer 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 $10,000+.
Google Customer Reviews Pros
Google Customer Reviews has been around for many years.
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.
How Google Seller Ratings Work
Where Seller Ratings show? Seller Ratings show directly on your Google CPC text ads and Google Shopping. They show as an aggregated 1-5 star rating along with the number of ratings, normally in parentheses. Sometimes you may see a qualifier like "Average Delivery Time" or "Order Accuracy", etc.
EXAMPLES of Seller Ratings on Google CPC Text Ads & Google Shopping
Seller Ratings on CPC Text Ads
The images below shows what Google Seller Ratings are. They should be used by service-based companies AND eCommerce companies. Need to get an edge on your competitors? Credibility starts at the search engine!
Seller Ratings on Google Shopping
Below is an image on Google Shopping for the search query "dark roast coffee". This ONLY applies to ecommerce sites. Do you want FREE traffic to your ecommerce product pages? The blue button "Visit Site" sends people to your product page for free! You'll need to outperform your competitors especially in collecting seller ratings. If you want a free demo specifically using your ecommerce company, get a demo with one of the companies in the table below.
Free "Get Google Ratings" Guide.
We will email your free guide on 'How to Get Google Ratings' sent straight to your inbox.
Google Seller Rating Requirements
To qualify for Seller Ratings, you need 100 unique reviews with comments within the last 12 months via 3rd-Party Aggregators, Google Customer Reviews, Google Consumer Surveys, or Google-led shopping research. Each country you advertise in gets its own Seller Ratings. For instance, if you have 1000 ratings in USA, but only 150 in UK, the 1000 will show in google.com while the 150 will show in Google.co.uk. Also, each rating must have it's own comment from within the country you’re searching in. In addition, the reviews must have a rating of at least 3.5 stars or higher.
[SIDE NOTE: 100 reviews is a lot for a mom & pop company, so if you need help, hit me up on live chat. OR 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 sites or hire a programmer $1000s+ to handle the Google Customer Reviews integration. In my book, 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!
Learn more about the seller rating criteria here.
Benefits of Google Seller Ratings
Increase in 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 likely if you are in an industry where none of the competition is doing this. In addition, you should make an annotation in Google Analytics 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.
Choosing a Review Company
Let’s face it, there are many review sites out there. Maybe you even use one of them, but those reviews will not show as star ratings in Google Ads nor Google Shopping if it’s not approved by Google. As mentioned before, there are 30 companies that are approved by Google. These companies are in different countries and the languages range from English to Japanese. The best ones in English are in the table above. You can also see a list of them here. Shopper Approved, Ekomi, Trustpilot, ResellerRatings, & Bizrate are just some of them.
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 my clients, it was imperative that we 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). 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 30 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.
If you're using Google Ads, then Google Seller Ratings can definitely help increase sales. If your company has no intention of advertising on Google, but need local reviews, then you should look into something like Local Reviews.
BEWARE - Read 1st before buying!
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 companies 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 it. All the companies have to use the same formatted XML feed as required by Google.
If you need help picking a company, contact us on live chat. I have worked with all these companies.
In addition to Seller Ratings, all 7 companies offer Product Ratings.We would recommend the above 7 companies in this order:
- 1Shopper Approved
- 2Verified Reviews
- 7Google Customer Reviews
Lag Time in Showing Google Seller Ratings
As you start getting these reviews on the independent third-party websites, you will probably surpass the minimum of 100 Seller Rating minimum that Google requires (remember that your reviews need comments, not just the star ratings). I noticed that when I hit the required amount of reviews, Google still had not indexed all those reviews. I had a client who had hit 179 reviews on Shopper Approved, but Google had only index maybe about 84. There is a lag time between the time you get the reviews and when Google indexes the reviews. I would say it's about 3 to 4 weeks. And this has happened to me many times with different clients. So don't be getting frustrated like I did and start calling up your representative at Google Ads asking, “Why am I not seeing my stars on my Google ads?” If you have set up your data feed from the independent third-party review website, eventually Google will index the reviews. It'll take time.
Want to see how many reviews Google has indexed for you? Change bhphotovideo.com in the URL to your site. Do not put https or www in front of your domain. https://www.google.com/shopping/ratings/account/lookup?q=bhphotovideo.com. There's a country selector at the top which shows the number of Seller Reviews in a given country. Pick "United States" to see the difference.
30-Day FREE Trial
No Credit Card Needed
1-Year RISK FREE!!
Subscription must be paid annually
You'll need to hire a highly skilled programmer to do the integration!
Seller Ratings Included
Product Ratings Included
Target Business Size
Small to Medium
Small to Enterprise
Small to Medium
For Service-Based Companies
Unlimited reviews for locked in rate
Pricing is based off # of orders.
Fully Managed service. They will send, reply, dispute feedback so you can focus on your business.
Pricing based off "# of Email Invitations" sent, not on actual reviews collected.
Pricing mainly based on monthly orders.
You're paying for SEO, CRO, Insights, Reviews, etc.
While this is 'free', you'll need to pay a skilled programmer to handle the integration.
The image below shows Product Ratings, which are ONLY for eCommerce companies. They display on Google Shopping ads (PLAs). Sometimes you’ll see them running to the right-hand side of the page. Why are Product Ratings important? Think about when you go to Amazon.com. Are you reluctant to buy something that has zero reviews? I am! You need to drop your price to make sales. When you have product reviews, you can charge more because you have the credibility. Read about How to Get Google Shopping Star Ratings here.
WHEN NOT TO USE SELLER RATINGS
Service-Based Companies + Ecommerce Companies
Ecommerce Companies Using One of the Following
Companies That Never Intend On Using Google Ads
Examples of Service-Based Businesses
Shopify, BigCommerce, Magento, PretaShop, WooCommerce (WordPress), Volusion, IBM WebSphere, MIVA, Shopware,
Here is the breakdown of all the Google-approved 3rd party aggregators. I did the research for you so you don't have to. You'll notice a lot of them aren't in English. Enjoy!
Ausgezeichnet.org (The site is in German and the company is located in Hamburg, Germany. Use this if your target audience speaks German.)
Bazaarvoice (This is a shopper network. If you don't sell through retail channels, don't bother). Watch my Bazaarvoice Review video.
Bizrate Insights Bizrate Insights was acquired by Time Inc. in 2016, which was acquired by Meredith Corporation in 2018. Connexity is the former parent and licenses the use of Bizrate Insights' reviews (just like Google, Yahoo, Bing, etc.). The B2B site is BizrateInsights.com and the B2C site is BizrateSurveys.com. Contact Lindsay Martinez at Bizrate Insights for more info.
eKomi (Awesome 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). Watch my Ekomi Review Video.
E-Komerco (Site is in French. Use only if you're targeting French speakers. Located in Lille, France.)
Feedaty - (Based in Milan, Italy. Italian site.)
Feedback Company - (While the site is site is in English, it's a Dutch company based out of Netherlands)
Feefo (Based in Boston, Massachusetts. We wrote a blog post here: https://planetmarketing.com/blog/feefo-review-importance-reviews-international-level/)
Hardware.info (This 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.cz (Based in Liberec, Czech Republic)
KiyOh (NL, UK, Germany, Belgium. Consider them if your target audience is based in Western Europe.)
Klantenvertellen (Site is in Dutch. Consider if you are targeting buyers in Netherlands)
kuchikomiking.jp (Japanese site. Skip this site. It looks scary!)
osaifu.com (Located in Tokyo, Japan)
Poulpeo (Site is in French. Use only if your target audience are strictly French speakers.)
PowerReviews (Based in Chicago, IL, USA. We wrote a blog post about these guys here: https://planetmarketing.com/blog/yotpo-vs-powerreviews-pricing-2-alternatives/)
ProductReview.com.au (Based out of Sydney, Australia. Consider them if you target AUS or New Zealand)
Reputation.com - The newest member to the group! They are too new to this list to recommend.
ResellerRatings (I 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.io (Good company based in UK. Call Callum, the owner, or Kehan Vale who lives in Irvine, California.)
Reevoo (Based in London, UK. These guys are new to the scene)
Shopper Approved (Based in USA! They have a location in Utah and Florida. Planet Marketing uses Shopper Approved.
ShopVote.de (German language)
ShopAuskunft (Based in Germany. Use if your target market are German speakers)
Sitejabber - These guys are new to this list too. Contact Brien Maloney at Sitejabber.
Trusted Shops (Based in Europe. They started in Spain and now in UK). Watch my Trusted Shops Review Video.
TrustPilot (Trustpilot is one of the recommended companies. Check out their info above). Watch my TrustPilot Review Video.
Verified Reviews (Get a demo by a lady named Maud. She's awesome. 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.) Watch my Verified Reviews review here.
Yopi.de (German site. Looks like a comparison shopping engine or market place)
Yotpo (Great 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.) Watch my Yotpo review video here.
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