Why you should use a Google CSS Partner for your shopping campaigns
Understanding Google Shopping Campaigns
I often talk to clients who are new to online advertising and looking to get the best value for their money with Google Shopping campaigns. These campaigns are an excellent way to promote your products online, showing off your items directly in Google search results with eye-catching images, prices, and your store name. This makes it easy for potential customers to find and buy your products.
What is a Google CSS Partner?
Let's break it down simply. A Comparison Shopping Service (CSS) partner is essentially a comparison site that collects prices from various webshops and directs visitors to these stores. Think of it as a helpful guide that shows shoppers the best deals.
Google Shopping, which you find under the 'Shopping' tab on Google search results, is actually Google's own CSS. To comply with EU rules, Google had to split off its comparison site into a separate company. This means Google Shopping now operates like any other CSS, buying ads on behalf of webshops.
Here's the key point: these ads look just like regular Google Shopping ads, but they say "From [CSS name]" instead of "From Google." When you click on the ad, it takes you straight to the webshop. If you click on the "From [CSS name]" link, it takes you to the CSS comparison page instead of the Google Shopping tab. Google gives these CSS partners a 20% margin advantage to keep the competition fair.
What is the Google CSS Program?
In 2017, Google was fined 2.4 billion Euros by the European Commission for abusing its market power. The Commission ruled that Google had unfairly favored its own Shopping service over other comparison sites, which was deemed illegal under EU competition rules. To fix this and avoid even bigger fines, Google launched the Google CSS program, letting other comparison shopping services compete on its platform.
Benefits of using a Google CSS Partner
Using a Google CSS partner comes with some significant advantages. The biggest one is cost savings. CSS partners get a 20% discount on the cost-per-click (CPC) charge compared to using Google Shopping directly. So, if you bid €0.80 through a CSS partner, it’s just as effective as bidding €1.00 through Google Shopping. This means you can stretch your budget further and get more clicks without spending extra. Plus, CSS partners have access to advanced tools and insights that help you make smarter decisions and boost your campaign performance.
How I can help You
I'm here to help you tap into the full potential of Google Shopping campaigns. Whether you’re new to this or looking to improve your current campaigns, I can help you set up and manage everything through a trusted Google CSS partner. My goal is to help you get the best results, maximize your return on investment, and grow your business.
