Trustpilot and Google Seller Ratings

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Learn how to get seller rating stars for your Google Ads campaigns, to increase click-through rate and help improve your quality score. This article explains how seller ratings and Trustpilot reviews appear on Google.

What are seller ratings?

Seller ratings are an automated Google Ads extension that showcase businesses with high ratings. The ratings are gathered from several reputable sources, including Trustpilot, and aggregated on a scale of 1-5. In addition to the star count, the rating includes the number of reviews the business has received and a qualifier (such as average delivery time) that’s relevant to the business’ rating. Google decides on the qualifier, and in some instances may choose not to display anything at all.

What do seller ratings look like?

Seller ratings are displayed as a star rating in the body of your ad. Seller rating stars appear in your text ads for Google Search Networks and on Google Shopping.

Seller ratings on the Google Search Network:

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Seller ratings in Google Shopping Ads:

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How do I qualify for seller ratings?

You need to have 100 verified reviews from a specific country, with a composite rating of 3.5 stars, collected over the last 12 months. For example:

  • If a business wants to show seller ratings in the UK, they would need 100 verified reviews from the UK, collected within the last 12 months.
  • If a business wants to show seller ratings in the UK and the US they would need 100 verified reviews from the UK and 100 verified reviews from the US, all collected within the last 12 months.

How do Trustpilot reviews appear on Google?

We generate a feed of our business users’ service reviews every day. This feed is then collected by Google, along with the feeds of other reputable sources, to create an aggregated seller rating.

Trustpilot Business users should expect a delay of up to 6 weeks from when Google receives our review data until it appears on Google. If you've reached the seller rating requirements and have waited more than 6 weeks and still see nothing, we encourage you to contact Google directly.

Find your seller rating

To find your business's Google Seller Rating profile, use the following address:

https://www.google.com/shopping/ratings/account/lookup?q={yourwebsite}.

Simply insert your website address instead of "{yourwebsite}".

Note: This page will be blank until you qualify for seller ratings.

If you want to monitor your seller ratings, we encourage you to use Google's Ad Preview tool. It's a failsafe way to see Google Seller Ratings without interfering with your ads. Continuously searching for seller ratings, especially without clicking through, can negatively influence your campaign's relevancy and lead to poor ad performance.

Considerations

  • Google uses proprietary logic to ensure only high-quality reviews are used for seller ratings and they don’t provide specific details regarding the algorithms that generate an advertiser’s seller ratings.
  • Google doesn't guarantee that seller ratings are displayed, even if you meet all their guidelines.
  • Google doesn't serve seller ratings for every impression. Google stops showing a seller rating if a user repeatedly triggers an ad without clicking through.
  • Reviews usually need to be from one of Trustpilot’s verified invitation services to qualify for Google Seller Ratings.
  • Not all verified Trustpilot reviews will be displayed on your Google Seller Ratings page, but they will still be counted towards your Google Seller Rating. 
  • We aren't informed about when Google takes our review feed, how often Google updates the review data, or what reviews Google chooses to include.
  • Trustpilot does not generate review feeds that contain coarse language.

For more tips, we recommend reading Google’s documentation on seller ratings ads extensions. You can also check out our Google Seller Ratings FAQ.