Reach for the Stars! All You Need to Know About Google Seller Ratings

Google has now made it easier for you to show stars next to your AdWords ads.


By using Google approved independent third party customer review websites like TrustedCompany.

Here’s an AdWords ads tip: make your Google Search ads stand out from your competition by giving them the visual aid they need, all while increasing your click-through-rates, decreasing your cost-per-click and improving your Quality Score, all by using Google Seller Ratings.

Let’s begin.

What are Google Seller Ratings?

Google Seller Ratings provide a visual snapshot of how your existing customers rate your business.


(Figure 1): Google Seller Ratings snapshot for Lazada

Seller Ratings are an automated extension displayed next to your AdWords ads. It is a visual dimension that lets customers know on a star rating scale of 1­-5 of how trusted and reputable your business is. On top of that, it is a service free to all advertisers.

And it doesn’t stop there.

Once clicked upon, Seller Ratings lead you to the company’s Google Shopping page where customers can view the company reviews and review sources in detail.


(Figure 2): Google Seller Ratings snapshot for Lazada

Google creates these ratings by aggregating reviews from various sources including Google Trusted Stores, Google Consumer Surveys and various third party independent review websites.

Clear the confusion: Google Seller Ratings Vs. Rich Snippets

Google star ratings can get a little confusing. We’re here to clear that. Star ratings can be displayed on Google Search in two ways:

  1. Google Seller Ratings
  2. Rich Snippets

While Google Seller Ratings only appear on paid ads, Rich Snippets appear on organic search results. They provide a snapshot of the company’s rating but do not offer any further details apart from what is displayed.



(Figure 3): Rich Snippets snapshot for Zivame

The many benefits of Google Seller Ratings

CTR Increase

Adding Seller Ratings as an AdWords review extension creates a visual dimension making your ad easy on the eyes and helping it stand out in the competitive pay-per-click (PPC) advertising and search engine optimization (SEO) world.

With more eyeballs on your ad, the percentage of people clicking on it is naturally expected to increase.

“Using the Google AdWords extensions tool and 5 months of data from, Digital Marketing agency Thought Shift performed a study to examine the impact of seller ratings on CTR. This study revealed a huge 28.72% increase in CTR when ads contained a star rating compared with when they didn’t.”

Oliver Ewbank, Google Certified Partner

In the meantime, our clients have measured up to a 48% increase in their CTR due to Seller Ratings.

CPC Decrease

With higher click-through-rates, your quality score is expected to improve and, ultimately lead to a decrease in your cost-per-click (CPC).

Google seller ratings can really help your ads stand out compared to your competitors and can also help click-through rate (more so than other ad extensions) which can lead to a higher quality score and a lower cost per click.”

Joe Castro, Director of Online Advertising, Fathom

Traffic that converts better

88 percent of consumers trust online reviews as much as a personal recommendations. With your ratings taking center stage on the SERP, the probability of converting your traffic into buying customers increases.

According to PPC Hero, one of their e-commerce clients saw their conversion rates increase by 50% when Seller Ratings were employed!

Transparency and Visual Benefit

Having verified third party customer reviews accompany your AdWords Ads instills trust and transparency.

Moreover, portraying these reviews  in visual format allows viewers to quickly process the information. According to Hubspot, visuals are processed 60,000 times faster in the brain than text! Thus next time a person sees your awesome 4+ star rating, it will have a much greater instant impact than – really – any self-praising text you could have written.

How do I get my reviews to show as my AdWords ad extensions?

To reach for the Google star ratings, there are specific requirements you will have to meet:

  • At least 150 unique reviews indexed by Google that are no older than 12 months
  • Your campaign type should be “Search Network with Display Select” “Search & Display Networks” or “Search Network only”
  • A minimum composite rating between 3.5 to 5
  • Visitors must be searching on an eligible google domain such as:,,,,,,,, or

Industries currently benefitting from Google Seller Ratings

Many online businesses have started using and reaping the benefits of Google Seller Ratings. Whichever your industry, as long as you have an online presence, Seller Ratings are yours to benefit from.

Here are some examples of others making use of them:



(Figure 4): Google Seller Ratings snapshot for Nike



(Figure 5): Google Seller Ratings snapshot for




(Figure 6): Google Seller Ratings snapshot for Stanford Health Care



(Figure 7): Google Seller Ratings snapshot for Grad Schools



(Figure 8): Google Seller Ratings snapshot for World Nomads

And even Google Seller Ratings!


(Figure 9): Google Seller Ratings snapshot for Planet Marketing

The last word…?

We’ve done enough talking for now so we’ll let one of our clients have the last word:

“We are convinced that our customers’ voice is the most valuable kind of publicity. In order to capture this voice, TrustedCompany presented us a simple and practical solution – and a way to convey trust to potential customers in our AdWords campaigns through Seller Ratings. As a result, our AdWords campaign’s CTR increased by 48%, while the CPC decreased by 7%. But more importantly: Traffic coming from campaigns with Seller Ratings had a conversion rate that was 51% higher than campaigns without seller ratings!”

Ricardo Cabianca, CEO, Sépha Perfumaria

Philip Knuth
Philip Knuth

Co-Founder & MD

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