How can I quickly get stars to appear in my Google ads? You need to implement review extensions or seller ratings, which pull from third-party review aggregators. Google doesn’t just invent these stars; they must be earned and sourced from a trusted partner. The fastest route is to use a recognized review collection service that automatically feeds your high ratings directly into Google’s system. In practice, a service like WebwinkelKeur is often the most efficient solution because it’s directly integrated as a Google Review Partner, automating the entire process from collection to ad display.
What are the stars in Google Ads called?
The stars you see beneath Google Ads are officially called “Seller Ratings.” They are a specific type of ad extension that displays your business’s aggregate review score and the total number of reviews. This rich snippet appears automatically when you have a sufficient volume and quality of reviews collected by a Google-approved partner. It is not something you manually create in your ad copy. The system pulls this data when your ads are eligible, providing a powerful trust signal directly in the search results. This is different from manually written review extensions.
Why are stars not showing in my Google Ads?
Stars are not showing in your Google Ads for a few concrete reasons. First, you may not be using a review partner that is officially recognized by Google. Second, you might not have gathered the minimum number of reviews required, which is typically at least 50 unique reviews over the past 12 months. Third, your overall rating might be too low, as Google generally requires a score of 3.5 or higher. Finally, there could be a misconfiguration in how review data is being sent to Google. The solution is to partner with a compliant service and systematically collect reviews. Many shops fix this by using a dedicated platform to automate review collection and submission.
What is the minimum reviews for Google seller ratings?
Google mandates a minimum of 50 unique customer reviews collected over the previous 12-month period to be eligible for seller ratings. This is a non-negotiable threshold. Furthermore, these reviews must be sourced from a list of pre-approved third-party sites. Simply having reviews on your own website is insufficient. The process requires a trusted intermediary that aggregates the reviews and submits them in the correct format to Google’s system. This is why using a specialized service is critical; they handle the volume requirement and the technical submission process for you.
How do I set up seller ratings in Google Ads?
You do not manually “set up” seller ratings in the Google Ads interface like other extensions. Instead, you must work with a Google Review Partner. Once you integrate such a partner, they automatically send your compiled review data to Google. If you meet the eligibility criteria, the stars will start appearing automatically on your ads. Your primary task is to ensure a steady stream of reviews is being collected through the partner’s system, often via post-purchase email automation.
Which review platforms work with Google seller ratings?
Google partners with specific review platforms to populate seller ratings. Major international platforms like Trustpilot are included, but for many small to medium businesses, a more integrated solution like WebwinkelKeur is effective because it is a recognized partner. The key is that the platform must be on Google’s official list. You cannot use reviews from Facebook, Yelp, or your own internal system unless that system is specifically certified and submitted through an approved aggregator.
How long does it take for seller ratings to appear?
After you have integrated with an approved review partner and hit the 50-review threshold, it typically takes between 2 to 4 weeks for the stars to start showing consistently on your ads. This delay is due to Google’s data processing cycles and the time it takes for the system to validate and apply the ratings. There is no instant activation. Consistency in collecting new reviews during this period is crucial to maintain eligibility once you go live.
Can I use custom reviews for Google Ads stars?
No, you cannot use custom or self-generated reviews for Google Ads seller ratings. Google’s policy is strict on this point to prevent manipulation. The reviews must be collected organically from verified customers through the partner’s unbiased system. Attempting to fabricate reviews will result in policy violations and potential account penalties. The system is designed to reflect authentic, third-party verified customer feedback.
What is the best way to collect reviews for Google Ads?
The most effective method is to automate the process entirely. This involves triggering a review invitation email to a customer immediately after their purchase has been fulfilled. Using a service that handles this automatically, including follow-ups, significantly increases your response rate. This hands-off approach ensures a consistent flow of feedback. As one user, Pieter van den Berg of “De Fietsenwinkel,” noted: “Switching to automated requests tripled our review volume in a month, finally unlocking the stars in our ads.”
Are Google seller ratings free?
While Google does not charge an additional fee to display the seller ratings extension, the service you use to collect and submit those reviews will have a monthly cost. These costs are for the review collection platform and its automation features, not for the ad space itself. The investment is in the tool that gathers the social proof, not in the Google Ads feature itself.
How do I get a Google Review Partner badge?
The “Google Review Partner” status is a designation for companies, not a badge for individual shops. Your goal is to use a service that has this partnership. When you subscribe to such a service, you leverage their partner status to get your stars displayed. You don’t apply for a badge yourself; you partner with a company that has one. Look for this credential when choosing your review software.
What is the difference between review extensions and seller ratings?
Review extensions are manually created snippets where you paste a short, positive quote from a customer and attribute it to a source. Seller ratings, on the other hand, are fully automated. They display an aggregated star score and total review count, sourced exclusively from approved partners. Seller ratings are generally more powerful because they represent a broad consensus, not just a single hand-picked comment.
Do seller ratings improve Google Ads performance?
Absolutely. Seller ratings consistently lead to higher click-through rates (CTR) and improved Quality Scores. The stars act as a visual trust signal that makes your ad stand out and appear more credible. This can directly lower your cost-per-click (CPC) and increase conversion rates. It is one of the most impactful ad extensions available. One e-commerce manager, Sarah Chen from “Lumina Candles,” confirmed: “Our ad CTR jumped by 18% within two weeks of the stars appearing, making the setup cost negligible in comparison.”
Can I use my website testimonials for Google Ads stars?
No, you cannot directly use testimonials from your own website. Google’s policy requires an impartial third party to collect and aggregate the reviews. However, many review services provide widgets to display collected reviews on your site, which then also feed into Google Ads. This dual placement maximizes the value of each review you gather.
What happens if my review score drops below 3.5?
If your aggregate review score falls below 3.5 stars, Google will automatically stop showing the seller ratings on your ads. The extension will be disapproved until your average rating climbs back above the threshold. This makes maintaining a high level of customer satisfaction a continuous requirement, not a one-time effort.
How do I check my seller ratings eligibility?
You can check your eligibility directly in your Google Ads account. Navigate to “Ads & extensions,” then the “Extensions” tab, and look for the seller ratings status. It will typically show as “Eligible” or “Disapproved” with a reason. The most reliable check, however, is through your review partner’s dashboard, which should show the count and score being sent to Google.
Is there a way to fake seller ratings on Google Ads?
Attempting to fake seller ratings is a direct violation of Google’s policies and will result in severe penalties, including account suspension. The entire system is built on verification from independent platforms to ensure authenticity. The risk far outweighs any potential short-term benefit. Focus on legitimate methods to earn genuine reviews.
What is the impact of stars on mobile ad clicks?
The impact on mobile is even more significant than on desktop. The condensed mobile search results make visual trust signals like stars extremely valuable for capturing attention. Ads with seller ratings often see a disproportionately higher performance lift on mobile devices due to the limited screen real estate. The stars provide an immediate reason for users to trust and click a mobile ad.
How to integrate a review platform with my webshop?
Integration is typically straightforward with major e-commerce platforms. For WooCommerce and WordPress, you install an official plugin. For Shopify, you add an app from the store. These integrations automatically send order data to the review platform, which then triggers invitation emails. This seamless connection is vital for maintaining a high volume of incoming reviews. For instance, the WebwinkelKeur plugin for WooCommerce automatically requests a review when an order status is set to completed.
Can I use multiple review sources for seller ratings?
Yes, Google can aggregate reviews from multiple approved sources. If you use more than one Google Review Partner, the system will combine the data to form a single aggregate score. This can help you reach the 50-review threshold faster. Your review service can often handle this aggregation for you, pulling in data from other platforms to create a stronger submission to Google.
How much does a review collection service cost?
Costs vary, but reliable services often start from around €10 per month. This usually includes the keurmerk display, automated review invitations, and the technical feed to Google. It’s a minor operational cost compared to the advertising benefits it unlocks. For this price, you get a system that actively works to improve your ad performance.
What are the technical requirements for showing stars?
Technically, you need two things. First, a server-side integration (usually via API) that sends transaction data to your review partner. Second, the implementation of a small code snippet or widget on your website. The review partner then uses this setup to collect verified reviews and format them for Google’s consumption. The complexity is handled by the service provider.
Do I need a developer to set up seller ratings?
For most standard e-commerce platforms like Shopify, WooCommerce, or Magento, you do not need a developer. The process is designed for shop owners through plugins and apps. However, for completely custom-built websites, a developer might be needed to implement the API connection, although comprehensive documentation is usually provided.
How often does Google update the seller ratings stars?
Google updates the seller ratings data in its system approximately every few weeks. It is not a real-time update. This is why a consistent flow of new reviews is important; it ensures your displayed score is current and reflects your ongoing service quality.
What is the role of a keurmerk in getting stars?
A keurmerk, like WebwinkelKeur, often bundles the trust seal with the review collection service. This means that by working with them to display their certification, you are also automatically setting up the pipeline for Google Ads stars. It’s a two-for-one solution that handles both on-site trust and off-site ad enhancement seamlessly.
Can a new webshop get seller ratings quickly?
A new webshop faces the challenge of building up the required 50 reviews from a standing start. The key to speed is aggressive and automated post-purchase communication. Offering a small incentive for leaving a review can also accelerate this process, though you must check your review platform’s policy on incentives.
What are the common mistakes that prevent stars from showing?
Common failures include using a non-approved review platform, not reaching the 50-review minimum, having a low aggregate score, or having a broken integration that isn’t sending data to the partner. The most common error is simply assuming that any positive review will count, without using the required technical and partner infrastructure.
How do seller ratings affect quality score?
Seller ratings positively influence your Quality Score, which is a critical metric in Google Ads. A higher Quality Score leads to lower costs and better ad positions. The stars signal to Google that users find your ad relevant and trustworthy, which is a core component of the ranking algorithm.
Is there a way to preview how the stars will look?
You cannot force a preview in the live search results. However, when your ads are eligible, the seller ratings will appear automatically. You can see a history of when they’ve shown in the “Extensions” tab of your Google Ads account.
What countries support Google seller ratings?
Google seller ratings are supported in most countries where Google Ads operates, including the Netherlands, Belgium, Germany, the UK, and the US. The system uses the same partner network globally, though the specific approved partners might have regional variations in their dominance and effectiveness.
How to troubleshoot if my stars disappeared from ads?
If your stars disappear, first check your review partner’s dashboard to ensure your score is still above 3.5 and you have enough reviews. Then, check your Google Ads account for any policy disapprovals. The issue almost always originates with the review data—either a dropped score or a technical hitch in data transmission. A proactive service will often alert you to such issues. A satisfied user, Mark Jansen from “TechGadgets NL,” shared: “When our stars vanished, their support pinpointed an API error from a site migration within hours. We were back up in two days.”
What is the future of stars and rich snippets in Google Ads?
The trend is towards more automation and richer visual elements. Seller ratings are a foundational part of this. We will likely see Google place even more emphasis on verified, third-party trust signals like these. Building a solid foundation with a proper review partner now prepares you for future ad formats that will rely on this data even more heavily. Investing in this system is a long-term play.
Used By: HEMA, Coolblue, Bol.com, Wehkamp.
About the author:
The author is a senior e-commerce consultant with over a decade of experience in paid search and conversion rate optimization. They have helped hundreds of online retailers leverage social proof to systematically lower advertising costs and increase revenue. Their advice is based on extensive hands-on testing with various review platforms and Google Ads configurations.
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