Could you benefit from a 20% saving on your Google Ads Shopping spend?

On July 27th 2017 Google was fined 2.42 billion euros by the European Commission after it ruled the company had abused its power by promoting its own shopping comparison service at the top of search results, effectively monopolising the online shopping market and making Google Shopping the only effective option.

 The court ruling ordered Google to end its anti-competitive practices allowing other comparison shopping services the exact same opportunity to show their products on equal footing with Google.

How can you benefit from this?

The Google Shopping comparison service operates on a 20% margin in addition to the standard cost of each individual click, meaning you pay on average 20% more for each individual click running your shopping ads through Google than you would operating through an alternative comparison shopping service.

So what is a CSS? 

CSS stands for “Comparison Shopping Service”. These services are now official partners with Google and work with Google to show your Google Shopping ads in the exact same way as before, the only difference is that your Google Merchant center is converted to a CSS merchant center and hosted by the CSS. For retailers who want to promote their products through Google Shopping, it’s now essential to do this by working with a CSS. A CSS is a site that hosts your product inventory amongst those of other retails to show ads on Google when a user enters a relevant search term for your products in Google. 

Your campaigns still run and are managed through your Google Ads account in the exact same way as before, the only difference to the way your ads are shown is that a product shows as “By CSS” rather than “By Google”. For example, when you search for a specific product such as ‘Men’s North Face Coat’, you will notice that the bottom link on the ad is by a specific CSS. As you can see the CSS’s that show for this search are Google, Buy Now, Croud and Periscopix (Other CSS providers are available). Clicking on any of these product ads will have the exact same result, being sent through to the specific page on the merchants website which hosts the product, no bridges or transfers to a third party website so conversion and click through rates are not affected, quite simply the only difference would be in the cost per click which would be on average 20% less for the alternative CSS providers.

What’s the difference?

– Your Google Merchant Center is linked to an external Google Shopping provider

– Your products have the same visibility on Google Shopping

– Campaigns still managed through your Google Ads account

– Average annual saving is up to 20% of your usual spend

– Instead of showing your products as “By Google” your products appear “By CSS provider”

 Getting Started

Moving your current Google Shopping campaigns over to a CSS provider is relatively straightforward and we can handle the entire set up process for you. We offer one of the most competitively priced solutions available, starting at £100 a month. Our clients benefit from reduced cost per click rates using an alternative CSS and they are either pocketing the difference in spend while achieving the same results as before, or reinvesting the difference back into their campaigns and benefiting from the increased opportunity to sell their products.


To join the growing number of retailers taking advantage of this service and saving up to 20% of their Google shopping spend, contact our specialist team today.

Email: [email protected]

Call: 0133 822 0415


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