Google Seller Ratings

How To Get Google Seller Ratings On Google Ads 2021

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 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).

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 four 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 listings show the ratings and a percentage. 

Seller Ratings on Google CPC Text Ads

Seller Ratings on Google CPC Text Ads

Seller Ratings for Auto Insurance Companies

Seller Ratings for Auto Insurance Companies

Seller Ratings vs. Product Ratings (for ecommerce)

seller ratings and product ratings

Seller Ratings on Google Shopping (for ecommerce)

seller ratings on google shopping for search query dark roast coffee

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.

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, PretaShop, WooCommerce (WordPress), Volusion, IBM WebSphere, MIVA, Shopware,
DreamCommerce, JTL Shop, Gambio, OXID eSales, 3dCart, Bigcommerce, Delegator, Deamandware, LivePerson, LogicBlock, Squarespace, Opencart, Weebly, SmartFocus, Tealium,


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

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 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.

Free vs. Paid Google Seller Ratings

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. Here are some pricing tables of the top Google Seller Rating companies.

Many of the thirty 3rd-party seller rating 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 are 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. 

Google Customer Reviews

You’ll 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

1-Year RISK FREE!Triple Money-Back Guarantee!


  • Google Seller Ratings
  • Product Ratings
  • 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


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! I have 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 pissed-off customers. So here’s a quick list of how to get high seller ratings, fast!

Send Your Review Link Only To Your Past Happy Customers

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 Our 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 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 while the 150 will show in 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 $10,000+ 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!

Also, you’re not allowed to offer gift cards or financial incentives to 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” 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.


If you don’t see your seller ratings on your Google Ads, contact your 3rd-party aggregator. Sometimes Google will update their requirements, but the seller rating company hasn’t gotten around to updating their own platform. All of the 30 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 forgot to contact your 3rd-party aggregator. 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 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. 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 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.

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 them. 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.

List of Best Google Approved 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. 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.

YouTube Video Review on Shopper Approved

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 seems 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

  • 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
  • Free Planet Marketing Site Speed Audit

#2 – Verified Reviews

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. 

YouTube video review on Verified Reviews

Verified Reviews Cons

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

Maud from Verified 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 site! Again, no credit card is needed.

Ekomi – Fully Managed Reviews

Ekomi Pros

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.

YouTube video review on eKomi

Ekomi Cons

“…we cannot get any adequate support because we have to wait for someone in Germany to respond via E-mail, completely different time zone.”
See Evasive Motorsport’s YouTube comment here.

Ekomi Conclusion

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.


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 aggregator status.
Easily integrates with ecommerce sites like BigCommerce, Shopify Plus, Magento, OpenCart, WooCommerce, etc.

YouTube video review on Trustpilot

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 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.


Yotpo Pros

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.

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 $400. Guess what? Pricing is based off the features you want.


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 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 getting paying for stuff you don’t need (like SEO Audits).

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 Pros

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.

Conclusion About Seller Ratings 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 7 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.

Quick Tip

In addition to Seller Ratings, all 7 companies offer Product Ratings. We would recommend the above 7 companies in this order:

  1. Shopper Approved
  2. Verified Reviews
  3. Yotpo
  4. TrustPilot
  5. Feefo
  6. Ekomi
  7. 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 aggregators.
I did the research for you so you don’t have to. You’ll notice a lot of them aren’t in English. (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 and the B2C site is 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: (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) (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) (Japanese site. Skip this site. It looks scary!) (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: (Based out of Sydney, Australia. Consider them if you target AUS or New Zealand) – 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) (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. (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. (German site. Looks like a comparison shopping engine or marketplace)
 (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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