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Google Ads Seller Rating: What You Need to Know

on August 10, 2018

Google Ads Seller Ratings
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Google Ads Extensions are indispensable if you’re advertising your business online. Seller Ratings are the latest in a long line of helpful extensions advertisers can use to optimize their Google Ads. As a refresher, here’s how Google explains extensions:

Google Ads Seller Ratings

Google Ads Seller Ratings

“Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase an ad’s click-through-rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.”


Among the array of Google extensions, seller ratings are more widely used than ever. Done right, they give your business a boost. Here’s what you need to know to better understand how seller ratings work, and how you can make the most of them:

What are Seller Ratings?

Seller ratings are an automated Google Ads extension that displays high ratings for advertisers. They appear below text ads as a number, (1-5) next to a set of 5 stars, which are highlighted according to the seller rating. On Google Shopping, they appear as a percentage positive: if half of your aggregate review data is positive, you show a 50% rating.

When and Where Do They Show?

Seller ratings are displayed when a business has 150+ positive reviews (with a minimum of 30 of those written in the last year), and an aggregate (star) rating of 3.5 or higher. They show within ad campaigns on the Google Search Network.

How do I know if I have a seller rating? Use the following URL as a template:

  2. Remove “” with your domain name (minus the www.)

If you’ve met Google requirements for a seller rating, you’ll see the following on this URL:

  • Your rating
  • How many reviews got you that rating
  • Qualifying reviews that contributed to your rating

How Are Seller Ratings Calculated?  

Google calculates their seller rating based on data from aggregate business reviews. [They filter reviews they don’t consider credible to improve the integrity of your ad content.]

What Sources Does Google Use?

The short answer: Google uses a LOT of sources to generate the data that drives seller ratings:

  • Google Customer Reviews: A Google program that collects reviews after customers buy from you.
  • Performance metrics from Google shopping research
  • Ratings from Google Consumer Surveys
  • StellaService: independent, 3rd party analysis of your customer service (including customer interaction, shipping, and returns)
  • Shopping reviews from a number of independent review websites:

How Do They Help Business Owners?

If your seller rating is visible (and it’s positive), your brand has a good reputation right out of the gate.

One study by Vendasta reveals that 92% of customers read online reviews and that a majority of customers surveyed consider star ratings their number one factor in how they judge a business.

At a minimum, a good seller rating = a better performing ad. Best case scenario? It could get you more hot leads (and more enthusiastic customers) than ever.

How Do They Help Customers?

Seller ratings help potential customers feel more certain they are choosing a business that offers what they’re looking for at a high level of quality, to a high degree of customer satisfaction.  

What Do They Cost?

There is no additional cost beyond what you’re paying-per-click for a given ad.

Can I Remove Seller Ratings?

You can remove Seller Ratings by following instructions listed here.

Who Uses Seller Ratings?

They’re not just for retailers anymore! Seller ratings have been helping businesses in the healthcare, restaurant, financial, travel, and education industries. Some sellers have seen their CTR (click-through rate) double since their Seller Listing went live.


Seller reviews can be optimized just like any other aspect of your digital marketing strategy.

Here’s what we suggest to get the best results:

Encourage reviews (and make it easy to leave them). There are a few ways to do this:

  • Invite reviews on your website.
  • Get reviews on other platforms. Use the list of third-party review sites as a guide. Do any of those cater to your industry? Link to them and encourage your customers to leave you a good review on those platforms.
  • Do what you can to incentivize reviews via your social media, email, and automation strategies.

Monitor your performance. Keep an eye on your data and analytics to see how your seller ratings impact your results.

Take advantage of other Extensions. Google Extensions (like Google Consumer Surveys) are free to qualified businesses. Exploring them (and learning how to use them) can go a long way to boost your profile in users’ search results.

Google My Business (GMB) is your friend. In the same vein, your Google My Business (GMB) profile gives you greater credibility and makes it easier than ever for searchers to find you, call you, and make appointments— without ever leaving their Search Engine Results Page (SERP). [Need help? Learn more about GMB here.]

High-volume, high-quality content. To get enough reviews, you need to (regularly) share valuable content on multiple channels (your site, social, partner/affiliate sites, etc.)

Be a Star

Though nothing is a magic bullet, investing time, resources, and content creation efforts into getting positive, authentic customer reviews is essential for a strong Google Ads Seller Rating. Whatever is missing from your strategy, we offer the ongoing (or on-demand) support you need to help you reach (and surpass) your goals.

[Not sure where to start? Request a no-cost analysis to find out.]

Not sure where to start?

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