How to show customer positive star ratings in your search Google Ads in 2021
This post might should be described as: all the reasons why your ratings (stars) are not being shown in your Google Ads.
Here is everything Google says you need to show your ratings and also other mystical reasons for Google not to show stars ratings on ads.
Here is what you will find on this post:
What is Google Ads Seller Ratings.
Right now there are two ways to get stars in your ads:
1. Seller ratings - This is an automatic ad extension, (as prices, links, etc). These are the ratings you receive from customers in reviews platforms for the whole company.
2. Product Ratings. Are used for e-commerce and can be displayed when you do Google Shopping. You will need a Google Merchand Center account for this.
What is not Google Ads Seller Ratings
Google Maps Stars: These are shown with locations extensions reviews on your Google My Business associated to your Google Ads account
How to check if your site meets the requirements
Most of the time, you will see this "it says that ratings are not available for this merchand"
Do not get confused about "merchand". If you are not using Google Shopping, you do not need the merchand center. In the recommendations below you will see that you do not need a merchand center (although this will be the first answer from the customer support, just ignore it).
NO NO NO...
"To be eligible for Google Customer Reviews you need to set up a merchant account"
What are the official requirements to show your ratings
Here is everything Google says you need to show your ratings. This is the official guide from Google Reseller.
I bullet point it for you in case it is not clear
1. In summary you need to have ratings in any of approved feedback websites partners, not only Google My Business, but you can have others like Trustpilot, and more than 20 of them...
As the date this post is published, there are around 30 companies legible to do Seller Ratings into Google Ads and 20 companies approved for the same Product Ratings into Google Shopping.
2. Seller rating information will only be available if your site meet the minimum seller rating thresholds:
This is more than 3.5/5
More than 100 ratings
For past 12 months.
Why your ratings are not actually showing (unofficial reasons)
There are other mystical reasons for Google not to show stars ratings on your ads which are not included in the previous guide that you will only learn by spending a lot of time with different customer support at Google Seller Center.
1. Do you sell or provide services in only one Country ?
First thing that is not on the guide.
The criteria on Google guidelines seem to apply for each individual country. (although it is not mentioned).
2. Reviews taken into account for the criteria cannot be elder than 12 months.
Additionally, if the site is sending reviews older than 12 months, those will also not be used for seller ratings
3. Google might not consider that all the reviews are quality ones.
In some instances, the number of reviews on a partner website will not be indicative of the number of reviews Google qualifies as acceptable for seller ratings.
Google uses proprietary logic to ensure only high quality reviews are used for seller ratings.
As they are permanently improving their learning machine like for the keywords match update of February 2021.
As Google does for another indicators in Google Ads such as Quality Score or others, you do not know how you can verify, correct or improve this ratings. You just do not know even your rating third party has approved all the reviews.
This is all done automatically by the system, there is not manual proofing and you cannot ask a manual review from the support. You can ask manual review for text ads, etc, but not for this.
4. The reviews taken into account for calculation need to come from single users
This means that if some users write several reviews they are counted as once. So, it will low down the total number of reviews taken into account for the qualification.
In summary, do not spend too much time with Google support agents on this, as they don't do manual reviews. Seller ratings are automatically displayed by the system and also automatically reviewed.
There are other amazing ways to increase your Click Through Rate (CTR) as using AIDA method on your ads, or an amazing landing page. Do not get too crazy on customer ratings as normally you should already be including it on your website prominent view.