Shopping CSS
Test the real economics of a Shopping CSS.
How it works
Google states that its own CSS deducts a fixed margin from a merchant's bid before that bid enters the auction. Google does not publish the size of that margin. A third-party CSS has its own commercial model, so the real benefit depends on its fees, incentives, feed requirements and the account's auction results. Provider estimates such as "about 20 per cent" are not an official Google guarantee.
Producthero and Bidnamic are providers we have used. Their eligibility, prices and service terms are checked at the time of a proposal rather than treated as permanent.
What we do
Move the Merchant Center account to the selected CSS and verify the claimed website, feed, campaigns and reporting after the association changes. Audit the feed while we are there: titles, GTINs, prices, availability and categories. Then test the account outcome against the provider's actual fees and any incentive terms.
For ecommerce we deliberately keep interface work proportionate. Performance Max or Shopping uses verified conversion values and a budget the client has approved. The data warehouse is where first-order and later customer outcomes can be tested before they are used to inform bidding or audiences.
What you get
The migration. A feed audit with fixes. Before-and-after CPC on the same terms. Ongoing work under the published management pricing.
Partners
Producthero. Bidnamic.
Sources checked
- Google Merchant Center: advertising with Comparison Shopping Services
- Google CSS Center: find a CSS partner
Related: Data warehouse · Tracking
FAQ
Is a CSS a loophole?
No. It is part of Google's published Comparison Shopping Services programme in the countries where that programme is available.
Will my ads look different?
Shopping ads identify the comparison shopping service behind the offer. The exact presentation and destination should be checked during migration.
Do you do Meta Shopping too?
We can, with the same feed. The Google side is where we start.