By  , ProfitReach Founder

How To Use Star Ratings To Boost Google Ad Clicks by 10%

Google Shopping search result for Argos product

How To Use Star Ratings To Boost Google Ad Clicks by 10%

As a Google Advertiser you need to stand out.

You need people to click on your Google PPC (Pay-per-Click) ads in the search results.

Not on your competitor’s ads.

The Competition and Markets Authority (CMA) estimates that a huge £23bn a year of UK consumer spending is influenced by online customer reviews.

Star ratings are a sure-fire way to improve your ad performance.

What are Star Seller Ratings?

Every so often a Google ad appears with a star rating (aka seller ratings or reviews).

Have you seen the stars in Google adverts? Check it out in the ad below:

Star Ratings (AKA seller ratings) in a Google Ad from 2018

For any advertiser, to see stars on their Google Ad is a thing of beauty.

…seller ratings help people searching on Google find businesses that offer quality service.” [Source: Google]

A Google ad with those magic star ratings will jump out and help improve your ad performance.

Shoppers love star ratings, so start adding them to your ads and get up to 10% more clicks.” [Source: Google]

The benefit is even greater when your advert is the only one with a Google Ad seller rating.

See how the top advert stands out below:

Google search results showing how an advert with a star rating really stands out

Get The Other Benefit

To get more clicks would be awesome right?

A star seller rating doesn’t only help to increase clicks.

It also helps you earn more qualified clicks.

Imagine someone searches for a product you sell.

  1. They see your Google Ad with your 5 star seller rating.
  2. The 5 stars stick in their mind.
  3. They realise you’re a quality company.
  4. They click and visit your landing page.
  5. They now have a way to differentiate you from other companies selling the same products. The star rating will give the buyer a higher level of confidence.
  6. It’s easier to convert the buyer into a sale.

How To Get Star Ratings in Your Google Ad

Keen to get started with star ratings?

You don’t need to enable your seller ratings in your Google Ads account. Google shows these stars on your ads automatically.

But there are some requirements to get your ads to show seller ratings…

Jump Through The Hoops

The thought of seeing star ratings on your Google ads is irresistible right?

But wait.

First here are Google’s requirements:

  1. You need over 150 online reviews over the past 12 months.
    If you haven’t got them then get started today. Start collecting reviews.
  2. When Google adds up all your reviews, you need a total average rating of 3.5 stars or more.
  3. Google will gather your star ratings from sources it believes are reputable. Those reviews must be from specific websites – Google reviews (from your Google My Business listing), Trustpilot, Google Customer Reviews, Feefo, Reviews.co.uk, Reevoo, Trusted Shops – to name a few (unfortunately not Facebook).

Google Ads Tip: You don’t need to be a Shopping advertiser or to have a Google Merchant Centre account for your ads to be eligible for seller ratings extensions on the Google Ads Search Network.

Start Getting More Reviews Today

If you’re not already collecting online reviews then read my favourite Chinese proverb:

The best time to plant a tree was 20 years ago. The second best time is now.

In other words. Don’t despair if you haven’t already got lots of reviews.

Simply start getting more online reviews today.

Today is much better than tomorrow. Or never.

Stars Ain’t Guaranteed!

It’s hard to determine exactly how strict Google is when determining which reviews count towards the seller rating.

Google says: 

We may not show seller ratings when the underlying feedback is unrelated to what’s being advertised in a specific ad.

Google is vague.

Our advice is once you hit the minimum threshold of 150 reviews – keep going.

Your wait for stars won’t be long if real customers leave real reviews in the right places.

How To Check If You Have A Star Rating

Want to know what your current seller rating is?

Most advertisers can check by following these steps:

  1. Go to the following URL: https://www.google.com/shopping/seller?q=example.co.uk
  2. Replace “example.co.uk” with your domain (please do not add prefix “www.” to this domain).

If you get an error page saying something like “Rating details are not available for this merchant” – it could mean a number of things. Maybe Google won’t show ratings on your ads as you don’t have enough reviews in the last 12 months? Or could Google have ignored them for a reason?

If your reviews far exceed the requirements then Google Support might need to give something a kick to get it working.

Our advice is not to get too hung up. Instead take positive action to get even more reviews. In our experience, your URL above will usually sort itself out.

I Forgot To Mention This HUGE benefit

To get your Google Ads star rating, are you collecting reviews via Google My Business?

If so, you get another whopping benefit.

When someone searches for your brand on Google, you will get stars in Google’s organic results too.

For example, when we search for “Serenata Flowers” on a desktop, the star ratings show up under their business name on the right.

Your Google reviews (with star rating) will show when someone searches your brand

 

Collect reviews in your Google My Business listing and this will also help you stand out in local search results:

Your Google My Business star ratings show in local search results

The Time For Your 5 Star Reviews Is Now

One Google Advertiser experienced a remarkable 17% increase in clicks with seller ratings.

Google says “increases of up to 10% are within your reach”.

That could mean a permanent rise of £1000s of sales every day/week/month.

What would star ratings mean to you?

  • You will gain a serious advantage if your competitors don’t have seller ratings.
  • You will miss clicks if your competitors do have seller ratings and you don’t.

Not yet started to collect online reviews? Or is 150 reviews in 12 months a struggle?

The best time to increase your review efforts was years ago.

The second best time is now.

Don’t delay. Start to boost your Google Ad Clicks by up to 10% today.

Need help to get seller ratings on Google Ads? Have some questions about Google PPC Online Advertising? Get in touch – we’d be happy to help.

 

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It’s frustrating when your website and digital marketing don’t attract & convert the customers you need. Why are big opportunities being missed? How should you invest resources? Don’t worry. We’re here to help you get more customers & grow your business using the Internet.