About seller ratings

Seller ratings are an account level automated asset type that showcase advertisers with high ratings.

Seller ratings help people find businesses that offer quality services. Seller ratings can help advertisers improve ad performance and earn more qualified leads.

Before you begin

Seller ratings show on text ads and free listings. You don't need to be a Shopping advertiser or have a Google Merchant Center account for your ads or listings to be eligible for seller ratings on the Search Network.

Performance reporting for seller ratings is only available for text ads. You can check the performance of your seller ratings in the “account level automated assets” report in Google Ads. Learn more about cross-campaign asset reporting for responsive search ads

What they look like

An illustration of a seller rating in Google Ads.

Seller ratings show the following:

  • A rating out of 5 stars.
  • The number of ratings the business has received (in parentheses).
  • A qualifier (such as the average delivery time) that highlights why you got the rating (if data is available).

How they work

Google gathers seller ratings from reputable sources that aggregate business reviews. These ratings primarily reflect customers' overall post-fulfillment consumer experience with your business on a country basis.

You're not charged for seller ratings. When people click on your ads with seller ratings, you'll be charged as usual for clicks on your ad. If you don't want seller ratings to show with your ads, follow the steps to turn off seller ratings.

When they show

Seller ratings show with Search Network campaigns and they'll only serve in a country when one of the following criteria is met:

  • Google has received or collected enough unique reviews for the country within the last 12 months across Google Customer Reviews or our third party review partners to confidently calculate a seller rating. The number of reviews needed can vary from business to business, but most merchants are able to obtain a rating after collecting 100 or more eligible reviews.
  • Google or its partners have completed a research evaluation of your site

Additionally, both of the following criteria must be met:

  • Average, composite, rating of 3.5 or more stars for text ads
    • Currently, Google can show seller ratings if the average rating is less than 3.5 stars
  • The ad’s visible URL domain must match the domain for which we have the ratings

The reviews from customers in a given country will only contribute to the business's rating in that country.

We may not show seller ratings when the underlying feedback is unrelated to what's being advertised in a specific ad.

How to check if you have a seller rating

To find out if you have a seller rating for a specific country, edit the following URL to replace "{yourwebsite}" with your homepage URL: https://www.google.com/shopping/ratings/account/lookup?q={yourwebsite}

You’ll be able to view information about your store and seller ratings if your site meets the minimum seller rating thresholds. A country selector will allow you to view this information per country. Use the dropdown menu to view your seller ratings in different countries.

  • If we don’t have information for your store or if it doesn’t meet the minimum seller rating thresholds, a seller ratings page may not load for your homepage. Additionally, an invalid URL value or the wrong homepage may prevent a seller ratings page from loading.
  • Having a seller rating associated with your domain does not necessarily mean your seller rating will show on ads, since seller ratings on ads depend on auction dynamics and other factors.

Where ratings come from

Google doesn't modify existing ratings. To provide consistent ratings, we calibrate ratings and filter out what we consider to be untrustworthy (for example, spam and abuse) or otherwise questionable (for example, reviews that don’t indicate that a transaction took place). Google bases seller ratings on a number of sources, including:

  • Google Customer Reviews, a free program that collects post-fulfillment comments on behalf of merchants.
  • Aggregated performance metrics from Google-led shopping research. Some of the qualifiers may be sourced through this shopping research.
  • Shopping reviews for your store domain, which include post-fulfillment comments from the various independent review websites listed below, in addition to customers of Google Search.
    Note: Reviews aren't verified by Google.

Independent review websites

We source feedback from the following independent review websites:

Do you collect seller ratings on behalf of merchants?
  • If you already partner with Google on seller ratings and require support, contact us.
  • If you’re a reviews aggregator and would like to partner with Google on seller ratings, read our requirements and fill out our interest form to have your eligibility reviewed.
    • Note: Typically, only 1 or 2 new partners are added globally per year.
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