What Are Google Seller Ratings

Google Seller Ratings are a Google Ads Asset (formerly known as ad extensions). Like Promotion Assets and Call Assets, they bring additional information to your existing ad. Seller ratings add a yellow star rating between one and five stars which shows when served in search results. 

In practice, they display the star rating, the number of ratings received and in some cases will highlight a qualifier or feature of multiple reviews. Here’s what they look like:

Seller ratings are an account level automated asset, meaning that they are added to accounts automatically when enough reviews have been collected on one of Google’s approved review services.

How to Get Seller Ratings

All advertisers are eligible for seller ratings, as long as they meet the below requirements as set out by Google 

  • 100 or more unique reviews for your target country within the last 12 months. Note that Seller Ratings will only serve in the country where you meet this requirement. To serve this asset in the UK, you’ll need 100+ reviews from UK customers.
  • Reviews must be across Google Customer Reviews or third party review partners.
  • Google or its partners must have completed a research evaluation of your site.
  • Average, composite, rating of 3.5 or more stars for text ads.
  • The ad’s display URL domain must match the domain for which the ratings have been received.

Where Your Seller Ratings Come From

Google Customer Reviews

This is a free programme that collects post purchase reviews from users by Google – you can opt into this programme in your Google Merchant Center Account.

Third Party Review Partners

Google has a list of 32 approved, independent, third party review partners that reviews are sourced from, they include providers like Reviews.io, eKomi, and TrustPilot, a full list can be found here.

It’s worth noting that reviews from other sources will not be used so if you’re starting out, it’s a good idea to check this list before signing up to a review service.  

Seller Ratings are not Product Ratings

You may also see ratings served alongside Shopping Ads on the SERP, these should not be confused with Seller Ratings. Instead, these are Product Ratings, they are gathered and combined by algorithms from multiple retailers at a product level based on a product’s information such as Brand, GTIN, MPN etc. 

How to Check Your Seller Rating

To check if you have a seller rating or to check the rating itself for a given country, you can use the below URL – replace ‘{mywebsite}’ with your homepage URL: 


If your site meets the minimum seller rating thresholds, you’ll be able to view information about your shop and seller ratings as in the example below.

If you have reviews from multiple countries, a country dropdown selector will allow you to filter and view this information. 

How to Remove Seller Ratings

As Seller ratings are an automated asset, they appear in your ads automatically once you meet the requirements detailed above. However, just like all Automated Assets, you can still opt out of these if you don’t wish to show them.

To disable seller ratings follow the steps below:

  • Navigate to Campaigns, then Assets
  • Select Associations in the Table view dropdown
  • Click More above the table, then Account-level automated assets.

  • Click More once again, then Advanced settings.
  • Expand the Seller ratings section and toggle them off. 


Google Seller Ratings are the perfect Google Ads Asset for improving customer trust and displaying social proof for your business. They are a transparent way for consumers to research and engage with your business, paving the way for higher Clickthrough rates and increased conversions.

Should you require more guidance on setting up Google Seller Ratings in your Google Ads account, don’t hesitate to connect with our team.