When it comes to enhancing credibility and improving online visibility, Google offers two powerful review-based systems: Google Customer Reviews and Google Product Ratings. While both are essential for eCommerce businesses, they serve different purposes and operate in distinct ways. In this article, we’ll compare the two and help you determine which is best suited for your business.
What Are Google Customer Reviews?
Google Customer Reviews is a free program that allows businesses to collect feedback from customers about their overall shopping experience. When a customer completes a purchase on your website, they are prompted to opt-in for a survey. Google then sends an email survey asking them to rate their shopping experience, and the responses contribute to the store’s overall rating.
Key Features of Google Customer Reviews:
Collects ratings on the overall shopping experience (e.g., delivery, customer service, website usability).
Businesses must integrate with Google Merchant Center.
Ratings appear on Google Shopping ads, organic search results, and seller badges.
Free to use, but businesses must follow Google’s guidelines to participate.
Helps build brand trust and increase conversions.
Pros of Google Customer Reviews:
Enhances store credibility with a Google-verified seller rating.
Helps improve click-through rates (CTR) on Google Shopping ads.
Provides detailed insights into customer satisfaction.
Cons of Google Customer Reviews:
Reviews focus on store experience rather than individual products.
Requires customers to opt-in for feedback, leading to lower response rates.
Can take time to accumulate enough reviews to impact ratings.
What Are Google Product Ratings?
Google Product Ratings, on the other hand, are specific to individual products rather than the store itself. These ratings appear as star ratings on Google Shopping ads, Google Search, and sometimes on product pages. They are aggregated from various sources, including Google Customer Reviews, third-party review aggregators, and eCommerce platforms.
Key Features of Google Product Ratings:
Displays product-specific ratings collected from multiple sources.
Requires integration with Google Merchant Center and submission of a product review feed.
Appears on Google Shopping, organic search results, and shopping ads.
Helps customers make informed purchasing decisions by showcasing product quality.
Pros of Google Product Ratings:
Increases product credibility by showcasing ratings on individual items.
Helps products stand out in Google Shopping and Search results.
Builds consumer trust through verified product feedback.
Improves conversion rates as potential buyers see real customer opinions on specific products.
Cons of Google Product Ratings:
Requires a minimum number of reviews before ratings appear.
Businesses need to aggregate and submit review data from multiple sources.
Some review sources may not be accepted by Google.
Key Differences Between Google Customer Reviews and Google Product Ratings
| Feature | Google Customer Reviews | Google Product Ratings |
|---|---|---|
| Focus | Store-wide shopping experience | Individual product reviews |
| Source of Reviews | Directly from customers via email surveys | Aggregated from multiple sources (Google, third-party review platforms) |
| Visibility | Appears in Google Shopping ads, search results, and seller badges | Appears on Google Shopping ads, product pages, and search results |
| Impact | Builds store credibility and trust | Increases product-level conversions and visibility |
| Integration | Requires Google Merchant Center and opt-in from customers | Requires Google Merchant Center and a product review feed |
| Cost | Free | Free but requires integration with third-party aggregators in some cases |
Which One Should You Use?
If you want to build trust for your online store as a whole, Google Customer Reviews is the best choice.
If you want to improve visibility and conversions for specific products, Google Product Ratings are essential.
If possible, use both to maximize your credibility and increase conversions at both the store and product levels.
How to Get Started
For Google Customer Reviews:
Sign up for Google Merchant Center.
Enable the Google Customer Reviews program in your account settings.
Add the opt-in module to your checkout process.
Collect reviews and showcase them on your store and Google Shopping ads.
For Google Product Ratings:
Ensure you have an active Google Merchant Center account.
Gather product reviews from trusted sources such as Google Customer Reviews, third-party aggregators, or your own website.
Submit a product review feed to Google via Merchant Center.
Wait for Google to process and display product ratings on relevant listings.
Conclusion
Both Google Customer Reviews and Google Product Ratings play a vital role in building credibility and driving sales. While Google Customer Reviews helps businesses enhance their store reputation, Google Product Ratings provide valuable insights into individual products. By leveraging both, businesses can create a more trustworthy and conversion-friendly online presence.
Are you using Google Customer Reviews or Google Product Ratings for your business? Let us know your experience in the comments below!
