An Introduction to Google Seller Ratings
Google Seller Ratings (GSRs) is an automated Google Adwords extension that was created to demonstrate that other people trust your business and have had a positive experience with you. It’s an essential component to any business that values an online search presence and has been known to improve performance.
If you’ve ever typed into Google’s search bar, you’ve seen Google Seller Ratings in action. In essence, it’s a star rating that displays underneath the URL on your Google Adwords ads. While most often associated with eCommerce companies, any company with a digital presence can take advantage of Google Seller Ratings. Take a look at the example below, on how a mortgage broker can have GSRs display on their search ads.
Google has said that the seller ratings extension benefits both searchers and businesses, as it increases click-through rate by 10% on average. A higher click-through rate means a higher quality score and a lower cost per click.
GSRs just made your job a bit easier!
So, how do you get GSRs to display in your search ads? That’s just one of the major questions we’ll be tackling here.
Question #1: How can I get Google Seller Ratings?
According to Google, Google Seller Ratings, in most cases, show when a business has received 150 unique reviews in the last 12 months, as well as an minimum overall rating of 3.5 out of 5 stars.
If you have a Google Merchant Account, your Seller Ratings will also appear in Google Shopping results.
This is the bare minimum necessary to have GSRs display, but there are a number of other factors that may (or may not) lead to your Google Seller Ratings showing in your ads. Which brings us to our next question.
Question #2: Why aren’t my Google Seller Ratings showing?
There are a couple of reasons why your Google Ratings aren’t showing up. Because Seller Ratings is an automated ad extension, you can’t set them up or have any control over whether or not they show.
To make sure you’ve ticked all the boxes that factor into GSRs, here’s a handy list to keep in mind.
- Do you have more than 150 unique reviews from a review platform?
- Have they all been written in the past 12 months?
- Do you have an average score of 3.5 stars out of 5, or above?
- Are at least 10 of your reviews in the language of the Google domain you’re using? For example, if you’re using the Google.de domain, make sure at least 10 of your reviews are written in German
- Have you waited 6 weeks for them to appear? That’s around the average of time needed to pass before GSRs show up.
- What is your campaign type? Your campaign type should be “Search Network with Display Select”, “Search & Display Networks”, or “Search Network Only”
Tip: Still not showing?
Note - a recent Google update recently opened up GSRs globally. Previously, GSRs was limited to specific domains but this is no longer the case!
We can also help you check if Google has added the reviews to their Merchant review page.
Now that you know why your Seller Ratings aren’t showing, the next step is to learn why your Google stars might not show up every time you search for them.
Question #3 Why do Google Seller Ratings show up only sometimes on the same search terms, and how often can I expect it to show?
Sometimes Google Seller Ratings don’t show with your ads. And sometimes they do. Don’t panic, that doesn’t necessarily mean that something is wrong.
You’ve already made sure that your ads were optimised by ticking all the boxes on the above list, so let’s go through what could be happening…
- Google is determining the best time to show the extension based on the intent of the query.
- The search engine will also take into consideration the recency of the search, as well as the cached results
- If someone searches the same keyword over and over again to check their extensions, both paid and organic results will be affected, and the extension will not always appear as Google shows them only a certain number of times.
Tip: Check whether or not your extension is showing from a different device or a different IP address. If it shows, you know you have Google Seller Ratings, and Google is determining whether or not to show them.
Question #4 How do I make my Google Seller Ratings show more often?
Seller Ratings don’t always appear regularly, but you can take steps to make them more likely to appear with your Search Network ads.
Google has provided additional tips to increase your chances of having GSRs show up in your ads. A fairly obvious tip is to be a great business so your reviews are not only high but also so customers will be encouraged to leave reviews about the great experience they had at any point in their buying journey.
But they also encourage to keep your business name and URL consistent across the websites where your reviews live. Google aggregate reviews from multiple sources to power GSRs so be sure that your URL and name is consistent across review sites and that Google isn’t accidentally aggregating the wrong reviews or ignoring your reviews.
Question #5 How do I track my GSR performance?
You can track your traffic attributed to GSR by going into your Adwords account and checking your Automated Extension Report.
This report tracks all data that comes from any Adwords extension you might have. Based on the results, you can see how often the Seller Ratings show as well as the ad groups they correspond to.
You’ll find more great examples of GSR reports here.
Tracking your results will allow you understand the performance of your ads with and without extension, and compare click-through rate and cost.
Now that Google isn’t a mystery anymore, set up your Seller Rating Extension today and leverage your user-generated content to grow your business’s visibility and trust on search engines.