Google shopping CSS

Google Shopping CSS – Selling with Shopping Ads Campaigns

In today’s competitive eCommerce landscape, Google CSS Partners have become increasingly popular as merchants look for ways to reduce costs and increase sales. As a Comparison Shopping Service certified by Google, CSS Partners offer a 20% reduction in the price of Shopping Ads campaigns compared to advertising directly with Google. This blog post will explore the benefits of working with a Google CSS Partner, how they can help improve your advertising efforts, and what factors to consider when choosing the right Google Shopping CSS Partner for your business.

Are you overpaying for Ads? 

In today’s competitive eCommerce landscape, it’s essential to stay ahead of the curve to drive sales and increase ROI, and in a tougher economic climate it’s also important to keep a close eye on costs. Google CSS Partners, or Comparison Shopping Services, have been certified by Google to manage Shopping Ads campaigns on behalf of merchants. CSSs serve Shopping Ads with a 20% price reduction, and they offer a range of benefits for businesses looking to sell products through Shopping Ads campaigns.

How is this price difference possible? Let’s take a look at the story behind. 

What’s so special about Google CSS Partners?

Did you know that Google is required to charge a 20% margin on ads placed on Google Shopping?

After an EU ruling in 2017, Google was required to open up Shopping Ads to third parties. Google Shopping was also required to make its own money and be independently profitable just like any other business – completely separately from the rest of Google. They do this by charging a 20% margin on your bids as a merchant. If you place a bid directly with Google, only 80% of your spend goes to the auction. Your €1 is only worth €0.80! Luckily, the price you pay for your Shopping Ads will be different with CSS Partners. 

CSS Partners don’t require you to pay a 20% commission. CSS Partners are free to choose how to make money, and there are many different models in the market. Many CSS partners provide specific services that help businesses increase their visibility and sales by giving merchants access to specialized tools and insights. This allows merchants to optimize campaigns better than they could do on their own. After all, managing these campaigns can be a tough challenge, especially for smaller businesses with limited resources. The benefit for merchants is that a Partner ecosystem allows for near unlimited choice in which types of services and tools to use – you can choose to only pay for tools that will help with your specific business challenges, and get a 20% saving on ad costs on top! 

What is important to consider when choosing a CSS Partner? 

When choosing a CSS partner, there are several important factors to consider. Firstly, it is crucial to evaluate what each CSS charges for their services. Review the pricing structure and ensure that the CSS’s fees are reasonable and align with the value they provide. It’s essential to do your research and compare prices before committing to a CSS.

You should only pay for the services you need. Many CSSs sell “package deals” with poor pricing transparency, where you get (limited) access to an account manager, feed audits, newsletters, and a lot more. But these packages can cost hundreds of Euros per month! Are you paying for services you really need, or are you paying too much? 

There is a wealth of specialized providers in the market, so make sure you find a CSS Partner who can offer you exactly what you need to run your online marketing more efficiently, and who increases your ROI in a sustainable way. It’s also important that the provider is transparent about their pricing. If the price structure is not easy to find on the CSS  website, that’s usually a good sign that the pricing is not transparent and easy to understand.

Additionally, it’s essential to consider the CSS’s level of support and customer service. A good CSS partner should be readily available to answer any questions or concerns you may have and provide timely and effective solutions to any issues that arise. By considering these factors, you can choose a CSS partner that will provide you with the best value and performance for your advertising efforts.

Significant updates to Google Shopping Ads and CSS (2023)

Smart Shopping and Local to Performance Max Campaign Updates

Google has released a “one-click” tool to make it easier to upgrade Smart Shopping and Local campaigns to Performance Max. This update is intended to improve campaign performance and maximize conversion value across all Google networks. This change could significantly impact how businesses use Google Shopping Ads in 2023.

Key Trends and Actions for Successful Shopping Campaigns

Google has identified some key trends and actions that businesses can take to optimize their Shopping campaigns in 2023. These include adapting to shoppers’ more targeted searches and using more visual and diverse media. These trends can have a significant impact on how businesses use Google Shopping Ads and CSS in 2023.


Choosing the right CSS Partner for your business is critical to the success of your Shopping Ads campaigns. Not only will working with a CSS Partner reduce costs, it’s also likely to improve the performance of their campaigns. When choosing a CSS Partner, remember to consider pricing, services offered, and the level of customer service to select the best partner for your business. 


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Oyvind is an experienced business and technology manager with broad international experience, passionate about creative problem-solving and helping businesses grow.




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