Understanding your seller ratings

Seller ratings are an automated extension that let people know which advertisers are highly rated for quality service. We gather seller ratings from reputable sources that aggregate business reviews. This information helps people make more informed browsing and purchasing decisions. Seller ratings can also help you earn more qualified leads and increase your ad performance.

How seller ratings work

Seller ratings show a combination of information and reviews next to your AdWords ads (currently on Google search result pages and Google search partners). These reviews and ratings primarily reflect customers' overall consumer experience with your business.

We match these reviews to your ad by pairing the domain of the display URL to the advertiser's domain from the review source on Google. Seller ratings can appear on desktop computers, tablets, and mobile devices with full Internet browsers.

Here's what an ad might look like with seller ratings:

Sarah's Designer Shoes
Ad www.sarah-shoes.com
4.0 ★★★★ rating for sarah-shoes.com
Free Shipping, Free Returns on Large Selection of Discount Shoes

Where seller ratings come from

Seller ratings may appear for certain businesses when their website, ad, or product listing appears across Google products. We do not modify existing reviews. We connect users with reviews from seller ratings websites and other sources. To provide consistent ratings, we re-scale Google ratings on a 1-5 scale and filter out reviews that we consider to be untrustworthy or otherwise questionable.

We base seller ratings on a number of sources, including:

  • Google Trusted Stores, a free certification program that helps shoppers discover online stores that consistently offer a great shopping experience.
  • StellaService, an independent company that analyzes the quality of your customer service through the measurement of your customer care, shipping and returns.
  • Aggregated performance metrics from Google-led shopping research.
  • Ratings from Google Consumer Surveys, a market research platform which we use to collect data for certain domains and businesses.
  • Shopping reviews for your store domain, which include reviews from the various independent sources listed below.

We source reviews from the following independent review websites:

If you don’t yet have reviews for your store, you can reach out to any of the following services:

Service Available countries Description
Google Trusted Stores logo AU, DE, GB, FR, JP, US A certification program which collects post-transaction reviews for participating merchants.

Sign up for free here.
Evaluation by Google
and / or
Stella Service logo
DE, FR, GB, US These programs measure the quality of the shopping experience provided by online retailers.

StellaService is an independent company that measures the quality of your customer service, as well as your shipping and return processes.

Google collects data about selected merchants and the shopping experience they provide.

Fill out this form to let Google and StellaService know that you’d like an evaluation of your business.
Review partners See each partner website Google works with all the review partners listed above. Please reach out to any partner you’d like to work with directly.

When your ads might appear with seller ratings

Only certain ads are eligible to appear with seller ratings. Once you meet the following criteria, your ads could be eligible to show seller ratings on Google search results and Google search partners.

Make sure your campaign and domains are set up correctly:

  • Your campaign type should be "Search Network with Display Select," "Search & Display Networks" or "Search Network only."
  • Visitors must be searching on google.com, google.co.uk, google.co.nz, google.com.au, google.de, google.co.jp, google.fr, or google.nl.

Monitor reviews to ensure your seller ratings appear:

  • In most cases, your business must have at least 30 unique reviews — each from the past 12 months.
  • Your composite rating generally must be at least 3.5 stars or higher.

Receiving StellaService or Google-led shopping research data:

  • StellaService and/or Google may choose to evaluate the experience of your online business at any time. Once this evaluation is complete, your rating score and eligibility to show ratings on your ads may change.
  • StellaService and/or Google do not proactively notify businesses of our activity.
  • Having your online business evaluated can help you understand and optimize your service experience, and can help improve the performance of your online marketing programs.
  • Fill out this form to let StellaService and Google know that you’d like an evaluation of your business.


You don't need a Google Merchant Center account for your ads to be eligible for seller ratings.

If you want to opt out of seller ratings, let us know. If you change your mind, you can always opt back in using the same form.

How much seller ratings cost

Once you qualify for seller ratings, there’s no cost to add them to your campaign, but you'll be charged as usual for clicks on your ad.

How you can improve your seller ratings and reviews

Be a great business

The best way to improve your ratings is to make sure that your customers receive excellent customer service. Happy customers attract more happy customers, who are willing to rate you well and tell others about your business or products.

Focus on providing an exceptional experience at every touchpoint, including the support you provide via phone, email and chat, the speed and quality of your shipping and delivery, and the ease with which returns can be made. Read the reviews about your business, and be proactive about resolving issues raised by your customers with a result that reasonably satisfies all parties, including you.

Keep your name and website consistent

Sometimes reviews will highlight issues that your business has no direct control over. For example, customers may have a problem with your shipping company or the quality of goods you sold that you did not manufacture. Since seller ratings aggregate ratings from several sources, a few ratings like this should not meaningfully impact your overall ratings.

To help ensure that customers submit ratings to the right businesses, confirm that Google Shopping review sites display the correct business name and website URL for your business listing. Your business name and website URL should be consistent across review sites and should also be consistent with your Google Merchant Center account, if you have one. This helps customers identify the right businesses and helps keep ratings for other businesses from being included within your own seller ratings.

Performance and reports

Let's say you'd like to see how your ads with seller ratings perform, like the number of clicks or impressions that occurred when they appeared with your ad. You can review your performance data with the automated extensions report.

Monitor your automated extensions performance

You can analyze the performance of ads that contain a type of automated extension from the Ad extensions tab. The "Clicks" column counts clicks on your ad headline when your automated extensions appeared with it.

Here's how to see your performance data:

  1. Select a campaign with automated extensions. Then, click the Ad extensions tab.
  2. Choose View: Automated extensions from the View drop-down menu.
  3. You'll see a statistics table that contains data on the performance of your ads when the automated extension appears.
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