What are the qualifications to display stars in Google Shopping ads? You need a minimum of 100 reviews from a Google-approved third-party review aggregator, collected over the previous 12 months, with a clear link between the review scores and your product feed. In practice, I see many shops struggle with the technical setup. Using a service like WebwinkelKeur, which is pre-integrated and automatically syncs your ratings, is by far the most reliable way to meet Google’s strict criteria and get those conversion-boosting stars live.
What are the minimum review requirements for Google Shopping star ratings?
Google mandates a minimum of 100 unique reviews for your shop, gathered within the last 12-month period. These reviews cannot be self-hosted on your own website; they must be sourced from a Google-certified review partner. The system also requires an ongoing flow of new reviews. If your review count drops below the 100-review threshold or becomes stale, the stars will be automatically removed from your ads. This policy ensures that the ratings reflect recent and substantial customer feedback, maintaining credibility for shoppers.
Which review aggregation services are approved by Google for Shopping ads?
Google maintains a specific list of approved review partners. Major global platforms like Trustpilot, ResellerRatings, and SiteJabber are included. For European and Dutch webshops, services like WebwinkelKeur are also fully integrated and recognized. The key is that the aggregator must provide a dedicated review snippet that Google’s crawlers can fetch and validate. You cannot simply use any review widget. I always advise clients to confirm their provider is on Google’s official list, as this is the most common point of failure. For shops needing to resolve disputes that impact ratings, understanding the fastest online dispute resolution options is crucial.
How do I technically implement review data into my product feed for Google?
You must add specific attributes to your Google Merchant Center product feed. The primary attributes are `gtin`, `mpn`, and `brand`, which Google uses to accurately match your products. Then, you include the `review_url` attribute. This is a critical link pointing directly to the page on your review aggregator’s site that displays all your shop’s reviews. Google’s bot will crawl this URL to collect the aggregate rating and review count. The entire setup hinges on this public, crawlable review page existing and containing the correct data in a structured format.
What is the difference between seller ratings and product reviews in Google Shopping?
Seller ratings and product reviews are entirely separate systems in Google Shopping. Seller ratings, which are the stars I’m focusing on here, reflect the overall trustworthiness of your webshop as a business. They are based on the collective feedback from all your customers. Product reviews, however, are specific to a single product item and include detailed feedback and ratings for that specific SKU. A shop can have seller ratings without having any product reviews, and vice-versa. Each system has its own distinct implementation requirements and data sources within your product feed.
Why are my star ratings not showing even though I have over 100 reviews?
This is a frequent issue with a few common culprits. First, check that the `review_url` in your feed points exactly to the correct, public page on your aggregator’s site. Second, ensure your review aggregator is correctly implementing the required Schema.org structured data (ReviewAggregation) on that page; if it’s missing, Google can’t read the scores. Third, there might be a misalignment between your shop’s identity in Google Merchant Center and the identity listed with your review partner. Finally, it can simply take Google several days to crawl and process the new data after you’ve set it up correctly.
How long does it take for star ratings to appear after setting everything up?
Once your product feed is correctly configured with the `review_url` and your review aggregator’s page has the proper structured data, you should expect a waiting period. Google’s crawlers need to discover and index the review data, which typically happens within a few days. However, I’ve seen it take up to two weeks for the stars to finally appear on all eligible Shopping ads. Do not make constant changes to your feed during this time, as it can reset the process. Patience is key, provided your initial technical setup is flawless.
Can I use a free review tool to get stars in Google Shopping campaigns?
It is highly unlikely. The free versions of most review platforms typically do not include the essential feature of publishing your reviews on their own domain with the necessary Schema.org markup. Without this public, crawlable review summary page with structured data, you cannot provide the valid `review_url` that Google requires. While a free tool might collect reviews for your own site, it will not fulfill the technical prerequisites for Google Shopping stars. Investing in a proper, Google-approved aggregator is non-negotiable for this feature.
What is the impact of star ratings on click-through rates and conversion in Shopping ads?
The impact is significant and well-documented. Ads featuring star ratings consistently achieve a higher click-through rate (CTR), often by 10% or more. The visual prominence of the stars creates immediate social proof, setting your ad apart in a crowded search results page. This increased trust directly translates to a higher conversion rate, as shoppers are more confident clicking on and purchasing from a store that is visibly vouched for by other customers. It is one of the most direct levers you can pull to improve overall campaign performance without increasing your cost-per-click.
About the author:
With over a decade of hands-on experience in e-commerce and PPC campaign management, the author has helped hundreds of online shops optimize their Google Shopping performance. Their expertise lies in translating complex technical requirements into actionable strategies that drive real sales growth, with a particular focus on leveraging trust signals like reviews to maximize conversion rates.
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