Trustpilot and Google's store ratings

Learn how to get store rating stars for your Google Ads campaigns, to increase click-through rate and help improve your quality score. Here we explain how store ratings and Trustpilot reviews appear on Google.

What are store ratings?

Store 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 store ratings look like?

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

Store ratings on the Google Search Network:

Store rating example on Google Search Network

Store ratings in Google Shopping Ads:

Store rating example in Google Shopping Ads

How do I qualify for store ratings?

According to Google, store ratings show with Search Network campaigns and they'll only be displayed 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 24 months across Google Customer Reviews or third party review partners to confidently calculate a store 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:

  • An average, composite rating of 3.5 or more stars for text ads.
    • For unpaid listings, Google can show store ratings if the average rating is less than 3.5 stars.
  • The ad’s visible URL domain must match the domain for which the ratings are for.

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

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

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 store 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 store rating requirements and have waited more than 6 weeks and still see nothing, we encourage you to contact Google directly.

Find your store rating

To find out if you have a store rating, 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 ratings if your site meets the minimum store rating thresholds. 

If your website domain varies by country, replace "{yourwebsite}" for each variation, as shown above. If your site uses the same domain across countries and has reviews in multiple countries, the above URL will return a page for a specific country. To view other countries, change the country code in the browser URL, for example, if the URL contains “c=AU” for Australia, you can update this to “c=US” to view ratings for the US.

Considerations

  • Google uses proprietary logic to ensure only high-quality reviews are used for store ratings and they don’t provide specific details regarding the algorithms that generate an advertiser’s store ratings.
  • Google doesn't guarantee that store ratings are displayed, even if you meet all their guidelines.
  • Google doesn't serve store ratings for every impression. Google stops showing a store 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's store ratings.
  • Not all verified Trustpilot reviews will be displayed on your Google store ratings page, but they will still be counted towards your Google store 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 store ratings ads extensions. You can also check out our Google store ratings FAQ.

Up next Trustpilot and Google store ratings - FAQ

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