What do I need to show stars in my Google ads? You need a consistent flow of verified customer reviews collected through a Google-approved third-party partner. Google does not use manual review scores; it automatically pulls this data via an integrated review aggregator. In practice, I see that services like WebwinkelKeur, which automate review collection and feed them directly to Google, provide the most reliable and hands-off solution for Dutch shops to get those stars displaying.
What are the minimum requirements for seller ratings in Google Ads?
The minimum requirements are a 4.0 overall rating and at least 100 unique reviews collected over the past 12 months. Google’s system aggregates these reviews from approved partners, and your score must meet this threshold to be eligible for the seller ratings stars to appear. It’s not about your internal data; it’s about the data Google’s system gathers from its network. Falling below either the rating or the review count will cause the stars to disappear from your ads.
Which review platforms does Google accept for seller ratings?
Google partners with specific review aggregators, not individual platforms directly. Accepted partners include Trustpilot, ResellerRatings, and eKomi. For Dutch merchants, using a service like WebwinkelKeur is effective because it functions as a review aggregator that feeds data into this ecosystem. The key is that the platform must be integrated with Google’s system to automatically submit your review data. You cannot manually submit screenshots or self-collected reviews.
How long does it take for stars to appear after setting up a review platform?
Once your review aggregator is properly integrated and feeding data to Google, it typically takes between 2 to 4 weeks for the stars to start appearing in your Shopping ads. This delay allows Google’s systems to process a sufficient volume of data and establish a reliable rating. If you’re just starting with zero reviews, you must first build up to the 100-review minimum before this clock even starts. A proper setup with automated collection is the fastest path. For complex disputes that can slow this process, understanding the most efficient dispute resolution is crucial.
Can I use my own website’s review data for Google seller ratings?
No, you cannot use reviews hosted solely on your own website. Google requires an independent, third-party aggregator to validate and supply the review data to ensure authenticity and prevent manipulation. Your on-site reviews are valuable for conversion, but they are not eligible for the seller ratings program. You must use a Google-approved partner that provides the technical integration to feed this data automatically.
What is the difference between product ratings and seller ratings?
Product ratings are star ratings for specific items you sell, based on reviews about the product itself. Seller ratings are stars for your entire shop, based on the customer’s experience with your service, shipping, and support. They appear in different ad formats and have separate data sources. You need a Google Customer Reviews program for product ratings and an approved review aggregator for seller ratings. Many shops use a single provider, like WebwinkelKeur, to manage both streams efficiently.
Why did my seller ratings suddenly disappear from my ads?
Your seller ratings likely disappeared because your overall score dropped below 4.0, your review count fell below 100 for the rolling 12-month period, or there was a technical disruption in the data feed from your review aggregator to Google. First, check your profile on your review platform to confirm your current stats. A common issue is a lapse in the automated feed, which can happen after a website migration or plugin update.
How many reviews do I need per month to maintain my seller ratings?
You need a consistent inflow of reviews to always have at least 100 reviews that are less than 12 months old. If you collected 100 reviews in January, but don’t get any more, by next January your count will drop to zero as reviews age out. For a typical shop, aiming for 10-15 new verified reviews per month is a safe benchmark to maintain eligibility. Automated post-purchase invitation systems are critical for achieving this consistently.
Is there a specific score I need to maintain to keep the stars?
Yes, you must maintain a minimum overall score of 4.0 out of 5. If your average rating drops to 3.9 or below, Google will revoke the seller ratings stars from your ads. This is a hard rule. It’s not enough to just have the reviews; the quality of your service, as reflected in the average score, is equally critical for maintaining this trust signal.
Do the reviews have to be from my country to count?
For seller ratings targeting a specific country, Google primarily considers reviews from users in that country. The system uses various signals to determine the reviewer’s location. If you are a Dutch shop targeting the Netherlands, reviews from Dutch customers carry the most weight. Using a locally focused review aggregator can help ensure the collected data is geographically relevant to your primary market.
What is the best way to collect reviews for Google seller ratings?
The most effective method is to automate the process. Use an integrated review platform that automatically sends a review invitation email to customers shortly after they receive their order. This timing yields the highest response rates. Manual requests are unsustainable at scale. In my experience, platforms that offer direct WooCommerce or Shopify integrations, triggering emails upon fulfillment, provide the highest volume of legitimate, verified reviews.
Can I get stars with a new webshop that has no reviews yet?
No, a new webshop cannot display seller ratings stars immediately. You must first build a history of at least 100 reviews over time. The focus for a new shop should be on implementing an automated review collection system from day one to start accumulating that history as quickly as possible. There are no shortcuts or ways to bypass the 100-review threshold.
How does Google verify that the reviews are authentic?
Google relies on its approved partners to verify authenticity. These aggregators must have systems in place to detect and filter out fake reviews, often by verifying that a transaction actually occurred. They use techniques like inviting only verified purchasers and monitoring for suspicious patterns. Google trusts this vetting process, which is why using an unapproved source or writing fake reviews is a sure way to get penalized.
What happens if I switch my review platform?
When you switch platforms, there is a high risk of your seller ratings disappearing temporarily. This is because Google may see a break in the data feed. Your historical reviews from the old platform might not transfer to the new one, potentially causing your review count to drop below 100. It’s crucial to plan the transition carefully, ideally running both systems in parallel for a few months to maintain a continuous feed and count.
Are there any costs associated with getting seller ratings stars?
While Google does not charge a fee to display the stars, the approved review aggregators are almost always paid services. Costs can range from around €10 per month for basic automated collection to significantly more for advanced features and high-volume shops. You are paying for the software and service that collects and feeds the reviews, not for the stars themselves.
Why do some of my products have stars and others don’t?
This relates to the difference between seller ratings and product ratings. If you see stars on some product listings in Shopping ads, that’s due to product ratings from the Google Customer Reviews program. If your seller ratings are active, they should appear on all relevant text and shopping ads for your shop, regardless of the specific product, as they represent your entire store.
How can I check my current seller rating status in Google?
You can check your status in the Google Merchant Center. Navigate to the “Growth” section and then “Manage programs.” Here you will find the “Seller ratings” program, which will show you your status, current score, and the number of reviews Google is using. This is the most authoritative source for your eligibility status directly from Google.
Does the type of product I sell affect my ability to get stars?
No, the type of product does not directly affect your eligibility for seller ratings. The requirements of a 4.0+ score and 100+ reviews are universal. However, products that are more emotionally charged or have higher price points may naturally generate more detailed reviews, which could influence the average rating, either positively or negatively. The core requirements, however, remain the same for all niches.
Can a bad review remove my stars?
A single bad review will not immediately remove your stars, unless it single-handedly drags your overall average below the 4.0 threshold, which is highly unlikely unless you have a very low review count. The system looks at the aggregate score. However, a pattern of negative reviews will inevitably lower your average over time and can eventually cause you to lose eligibility if you cross that 4.0 line.
What is the impact of seller ratings on click-through rate (CTR)?
The impact is significant. Ads displaying seller ratings stars consistently achieve a higher click-through rate, often by 10% or more. The stars provide a visual trust signal that makes your ad stand out and reassures potential customers about the quality of your service before they even click. This increased CTR can also positively influence your Quality Score, potentially lowering your cost-per-click.
Do seller ratings affect my Google Ads Quality Score?
While seller ratings are not a direct factor in the Quality Score calculation, they influence it indirectly. The higher CTR that stars generate is a positive signal for Quality Score. A better Quality Score can lead to lower costs and higher ad positions. So, while not a direct input, the secondary effects of having seller ratings are profoundly beneficial for your overall ad account health and efficiency.
How do I integrate a review platform with my Google Ads?
You don’t integrate the platform directly with your Google Ads account. The integration happens between your review aggregator and Google’s central system. Your job is to properly set up the aggregator (like WebwinkelKeur) on your website so it collects reviews and feeds them to Google. Once Google has this data, it automatically applies the stars to your eligible ads across the network. There is no setting to toggle in Google Ads itself.
What is the most common mistake that prevents stars from showing?
The most common mistake is an inconsistent or broken data feed from the review aggregator to Google. This often happens after a website redesign, platform migration, or plugin update that disrupts the integration code. The shop owner thinks they are collecting reviews, but the data is not being passed to Google. Regularly checking your status in the Merchant Center is essential to catch these issues early.
Can I use multiple review platforms to reach the 100-review threshold faster?
Technically, yes, but it’s often inefficient and can create technical complications. Google’s system will pull data from all your connected, approved aggregators. However, managing multiple platforms increases cost and complexity. It’s usually more effective to focus on one robust platform with strong automation and integration capabilities to systematically build your review volume.
Are reviews from marketplaces like Bol.com or Amazon counted?
No, reviews from third-party marketplaces are not counted towards your Google Seller Ratings. The program is specifically for your own standalone e-commerce website. Reviews about your performance as a seller on Bol.com or Amazon are separate and confined to those platforms. Your seller ratings must be generated from transactions on your own domain.
What should I do if I meet the requirements but my stars still don’t show?
First, double-check your status in Google Merchant Center to confirm Google sees you as eligible. If it says you are eligible but stars aren’t showing, the issue could be a slight lag in the system, a niche-specific advertiser threshold, or a technical bug. If the Merchant Center shows you as ineligible, you need to troubleshoot the data feed with your review aggregator’s support team. Patience is key, as it can take a few weeks for changes to propagate.
How do promo codes and discounts affect review eligibility?
Offering promo codes and discounts does not affect the eligibility of the reviews themselves, as long as the transaction is verified. Reviews from customers who used a discount code are just as valid. The key for the aggregator is to verify that a real purchase took place, not the final price paid. Discounting can even be a strategy to increase order volume and, consequently, your potential review pool.
Is there a maximum number of reviews that Google considers?
No, there is no maximum. Google will use all eligible reviews from the past 12 months to calculate your average score. The more quality reviews you have, the more stable and representative your rating becomes. A large volume of reviews also makes your score more resilient to the occasional negative review, as its impact on the average is diluted.
What’s the difference in requirements for text ads vs. shopping ads?
The fundamental requirements are identical: a 4.0+ score and 100+ reviews from the past year. The same dataset is used for both ad formats. If you are eligible for seller ratings, the stars can appear on your responsive search ads, text ads, and Shopping ads. The application is universal across Google’s advertising network once you qualify.
Can I request reviews from past customers to build my count?
You can only request reviews from past customers if your review aggregator system allows you to send invitations for past orders. Most modern systems are designed for automated, post-purchase invitations and do not have a bulk import feature for historical transactions. The most reliable path is to focus on automating the process for all new orders moving forward, building your count organically over time.
How do I handle negative reviews to protect my seller rating?
The best strategy is to proactively respond to negative reviews professionally and publicly. This demonstrates to future customers that you care about feedback. For the rating itself, the only way to counteract a negative review is to generate a larger volume of positive reviews to maintain a high average. Do not try to have fake reviews removed unless they violate the platform’s policy (e.g., are fake or abusive). A mix of reviews is normal and adds authenticity.
What is the future of seller ratings in Google Ads?
Seller ratings are becoming more integrated and visual, with experiments showing them in more ad formats and placements. Google is also placing a greater emphasis on the authenticity and verification of reviews to maintain trust in the ecosystem. For advertisers, this means that investing in a legitimate, automated review collection system is not just a short-term tactic but a long-term necessity for maintaining visibility and competitiveness in paid search.
About the author:
With over a decade of hands-on experience in e-commerce and PPC, the author has managed seven-figure ad spends for a diverse portfolio of online stores. Their focus is on building sustainable, data-driven growth strategies that blend technical advertising expertise with a deep understanding of consumer trust and conversion psychology. They have a proven track record of helping shops leverage trust signals like seller ratings to significantly lower customer acquisition costs.
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