Show stars in Google Ads - Google Seller Ratings

What are Google Seller Ratings?

Google Seller ratings are an automatic extension of Ads and Shopping campaigns.

They highlight favorable reviews received by merchants, in the form of stars: also known as Google Seller Ratings (not to be confused with Google Customer Reviews).


Seller Ratings are displayed on three levels:

  • under Google Ads text ads
  • in Shopping ads
  • in Google's free product listings


Here are a few examples: 



How do Google Seller Ratings work?

Google gathers reviews from reliable sources that collect reviews of merchants/advertisers, on a country-by-country basis.


Google takes into account 3 sources of reviews, and consolidates them to give users an overall average rating:
  • Source 1: Google Customer Reviews: a free program that collects post-purchase reviews on behalf of merchants.
  • Source 2: statistical surveys conducted by Google to measure post-purchase satisfaction
  • Source 3: reviews of purchases related to your store/e-shop domain (this includes reviews from numerous independent sources such as Verified Reviews by Skeepers.


Which performance indicators are affected by the introduction of Seller Ratings?

The display of stars improves the visibility of ads, and is a lever that fosters trust and transparency.


By activating them, advertisers improve: 

  • their e-reputation
  • ad click-through rates
  • ad position in search results
  • volume of paid traffic


Prerequisites for displaying Google Seller Ratings

Synchronization with Google Ads (formerly AdWords) is possible when you reach the theoretical threshold of 100 brand reviews and your average rating is above 3.5/5.

Unlike Google Customer Reviews, it is not necessary to have a Google Merchant Center account or to activate your "Customer Reviews" page.


💡 You can check that the feed is being transmitted correctly at any time using the following link:{votresiteweb}&c={LANG}&v=9
{LANG} can contain: FR, US, ES, IT etc ...

Extensions won't be displayed if you use a URL with sub-domains in your campaigns ( for example).

The domain of the visible URL of the ad must correspond to the one for which Google has the reviews, for example the url of a product sheet.

Only Google decides whether or not to display stars. If stars are not displayed, check that your reviews have been received by Google ({votresiteweb}&c={LANG}&v=9

  • ✅ if yes: send your request to Google Ads
  • ❌ if no: contact us via support from your customer area


Google Official Documentation: 

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