Editors Note: There are 32 companies licensed by Google to display star ratings in Adwords, but many of them are not in English (eg. Japanese, Dutch, French, German, etc). We narrowed the selection for you. Make sure they fit your budget and what you’re looking for. Don’t get upsold into features you’ll never use.
60-Day FREE Trial
$549/mo starting for Product Reviews
|Target Business Size||Small to Medium||Enterprise||Small to Medium||Enterprise||Enterprise||Small to Medium||Small to Medium|
|For Service Based Companies||✔||✔|
1) Unlimited reviews for locked in rate
2) Pay As You Grow (only pay for reviews you get)
|Fully Managed service. They will send, reply, dispute feedback so you can focus on your business.||Pricing is based off # of orders.|
If you cancel, your reviews will still show on Verified Reviews.
|Pricing based off "# of Email Invitations"||Pricing mainly based on monthly orders.||Variable pricing based on site visitors. Your bill will change all the time.||You're paying for SEO, CRO, Insights, Reviews, etc.|
Have you ever wondered how to get those stars on your Google Adwords ads? Want to easily increase conversions and beat your competitors? Google has now made it a lot more simple to get the stars. Before you had to do all kinds of integration into your Google Base or Google merchant account, but not anymore. Today what Google does is license out to 32 independent 3rd party review companies. These companies are authorized by Google and the stars are normally the ones that you see in Adwords CPC TEXT ads or your Google Shopping ads (PLAs). Not only will the star ratings show in your Google Adwords, but they’ll show in BingAds/Yahoo. BTW, BingAds controls Yahoo PPC. These seller rating stars will work for both service based companies and eCommerce websites. This post covers both Seller Ratings AND Product Reviews.
FYI – You’ll hear the stars on CPC text ads called Seller Ratings, Merchant Reviews, and maybe Star Ratings. Google refers to them as Seller Ratings. Seller Ratings reviews are for the company as a whole like, “Good Customer Services” & “Fast Shipping. Product Reviews are for the specific product like, “High Quality product” & “This works great”.
Finding Companies that are authorized review sites by Google
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 Adwords, BingAds/Yahoo, nor Google Shopping if it’s not licensed by Google. There are 32 companies that are licensed by Google. These companies are in different countries and the languages range from English to Japanese. You can scroll down to see the best ones in English or see a list of them here. ResellerRatings, TrustPilot, Bizrate, & Shopper Approved are just some of them.
In order to get these stars you will need to be on the Search or the Display Network. The searcher must be on Google in one of these 39 countries (updated 5/15/2018): Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, Czechia, Denmark, France, Germany, India, Ireland, Italy, Indonesia, Japan, Hong Kong, Malaysia, Mexico, New Zealand, Netherlands, Norway, the Philippines, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, United Arab Emirates, United States, and the United Kingdom. Your business must have at least 100 reviews all from within the past 12 months. [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]. In addition, the reviews must have a rating of at least 3.5 stars or higher. You don’t need a Google merchant account anymore to get the Seller Ratings. Google says these ratings are free, but in my experience you pretty much have to pay the 3rd party review site so in my book yes it is free to have the stars appear on your Google Adwords ads. It’s is not free overall because you will be paying a monthly subscription. But you need to beat your competitors anyway! One last thing, make sure the 3rd party review company has the ability to display ratings in the country you want.
Learn more about the seller ratings criteria here.
As you start getting these reviews on the independent third-party websites, you will probably surpass the minimum of 100 reviews that Google requires. 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 about 15 times already with 10 different clients. So don’t be getting frustrated like I did and start calling up your representative at Google AdWords asking, “Why am I not seeing my stars on my Google AdWords 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. https://www.google.com/shopping/seller?q=bhphotovideo.com (scroll down until you see “Review Providers”.
Increase in conversions
You may be wondering why should you pay extra money a month to get the stars? Well the real answer is you may be making more money. 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 ads and check to see if conversion rates have increased starting that day. Also, you can embed your reviews onto your website and build trustworthiness.
Choosing a review company
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 Adwords 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 ask their past customers for reviews by sending them the link to the review survey. It gave my clients a jump start on the review campaigns.
Some companies charge based off how many monthly orders you get or by how many email invites are sent. Others only charge based off the number of reviews you get (I like this one most). And still other companies 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 32 Google Licensed 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.
For those of you who are on a smaller budget (like me), I would highly recommend looking into Shopper Approved versus the other review sites, because they only cost about $99 a month. UPDATE: Use our link below and it’s $79/mo (NO CONTRACTS). The other companies on this list cost between $400 and $599 per month. In addition, if someone leaves you a bad review on Shopper Approved, you can dispute it. I have done this a couple times where the customer left a one out of five star rating. It was an undeserved review so I disputed it. Now let me be upfront, you cannot fight all the negative reviews that will be coming through because the companies like Shopper Approved will not change the review for you if it is a legit negative review.
BEWARE – Read 1st before buying!
1) Do NOT pay for things you’ll never use. If you don’t have an ecommerce site, then you don’t need product reviews. But you’ll ONLY need Seller Reviews.
2) Always remember this. Google is the one who runs the Seller Review platform on Adwords. All these 3rd party review companies need to submit reviews in a pre-formatted XML feed into Adwords. Your goal is simple: GET STARS ON ADWORDS 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 me on live chat or through my contact page. I have worked with all these companies.
So to save you time here are the few companies I narrowed it down to, along with a description. Hopefully this will save you time.
Starts at $79/mo
Shopper Approved (Update 9/28/2016) – Starts at $79/mo “if” you use our link! If not, then it’s $99/mo (but you have to call them since their site says $199/mo to start) and you have to pay upfront $1188 for the entire year. Save $20.00/mo + get 60 days FREE trial! Shopper Approved is based out of Utah and seem like very humble people. Their rates are on a sliding scale which normally start at $199/mo. The $79/mo plan is for small companies.
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.
If you have any problems, you can reach us through live chat. We will have remote access to your Shopper Approved dashboard. Once you sign up using the 60-day free trial, Jermaine or someone on the sales team will contact you. They are great, humble people. SA is a private company with no outside investors.
Disclaimer: Shopper Approved asked us to partner with them. We have no problem recommending them because they are working for all of our clients. Use our partner link to get 60 days of free service instead of the typical 30 days. A part of your money goes to helping kids! I donated to orphans here with my Shopper Approved funds, which means you help out to.
Starts at $299+/mo
TrustPilot – TrustPilot is AWESOME if you have a high volume ecommerce website doing 10,000+ transactions per month. (Update 6/1/2017: TrustPilot’s pricing has changed many times in the past 2 years. The smallest package starts at $299/mo. TrustPilot called me a long time ago and tried to sell me on their service. At that time, they didn’t show their prices on their site. Now they are displaying their smallest package which starts at $299/mo. TP is a great company if you have a medium -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.
Starts at $80/mo
Verified-Reviews – 15 day free trial + no credit card needed! It’s normally $99/mo, but once you sign up for the free trial, CALL Maud and ask her about the 20% discount. 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. The various platforms where the reviews can be published on. We’re able to collect reviews from everywhere: Amazon, Google… and we can publish them on: Bing, Product Listing Ads (PLA), Google Shopping, Google My Business.
The discount is not advertised on his site! Again, no credit card needed.
Starts at $299/mo
Ekomi – 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. Ekomi has a ‘managed solution’ so nobody in your office has to deal with the duty of receiving, replying, and disputing reviews. It’s a good option for companies that are already large.
Starts at $400/mo
Yotpo – 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? If you go to Yotpo’s pricing page you’ll notice there’s NO PRICE! https://www.yotpo.com/pricing/
Pricing starts all over the place!
ResellerRatings – For the longest time ResellerRatings was the biggest one of all the review sites. Their pricing is based off an “algorithm” which means your pricing is subject to change each month. Something funny though, it has the worse reviews too! I haven’t heard too much about RR lately so you’ll need to talk to them or do some research.
Starting at $126/mo
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, ) which they bundle into the pricing. Feefo doesn’t have a structured price so make sure you’re not getting quoted for stuff you don’t need (like SEO Audits).
We would recommend the above 7 companies in this order: 1) Shopper Approved 2) TrustPilot 3) VerifiedReviews 4) Ekomi 5) Yotpo 6) Feefo 7) ResellerRatings. In addition to seller ratings, all 7 companies offer product reviews.
SIDE NOTE: These types of reviews are COMPLETELY different than the rich snippet schema.org reviews that show on organic results (normally called product reviews). Here is our blog post of How to Get Product Reviews on Google Search.
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).
Bizrate (Run by Connexity. This is a market place. Stars will be on Bizrate, Shopzilla, Pricegrabber, etc. Stars will not show on your own domain, it’ll show on your shop within Bizrate.)
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).
E-Komerco (Site is in French. Use only if you’re targeting French speakers. Located in Lille, France.)
ECã ã (This site is in Japanese. Don’t bother with this one unless your site is in Japanese)
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/)
FIA-NET (Another site in French. Use only if your site is targeting French speakers)
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)
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.co.uk (Good company based in UK. Call Callum, the owner, or Kehan Vale who lives in Irvine)
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. Check out what the system looks like: https://www.shopperapproved.com/reviews/planetmarketing.com/)
ShopVote.de (German language)
ShopAuskunft (Based in Germany. Use if your target market are German speakers)
StellaService (Uhg, Stella sometimes rates companies without their permission. Based out of New York, NY. This is a hit and miss with Stella.)
TrustedCompany (Based in Kuala Lumpur, Malaysia. Use if your target audience is in Malaysia and the surrounding Asian countries.)
Trusted Shops (Based in Europe. They started in Spain and now in UK)
TrustPilot (Trustpilot is one of the recommended companies. Check out their info above)
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.)
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.)
Zoorate (Based in Milan, Italy. Italian site.)
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