If you are an online retailer and want to advertise or advertise on Google Shopping, you have probably heard of Google CSS partners. You may have already received some offers from them, but you don’t know where to start. Don’t worry, in this blog we’re going to tell you all about it and give you some tips on how to get started on the Google CSS project quickly and easily.
Since 2017, retailers can also appear in Google Shopping search results by registering with a price comparison site that is approved as a Google CSS partner. The Google CSS partner program is specially designed for Comparison Shopping Services (price comparison sites) and retailers who work with such comparison sites.
When searching for the Google CSS Affiliate Program, you will be inundated with blogs and articles on the internet. The search results have many stories about why Google started this program and why you should start NOW, or blogs written by companies that are Google CSS partners themselves. At Channable we strive to be neutral, including on this point. So read on if you’re interested in the Google CSS Affiliate Program and want to know how to get started.
Why should I use Google CSS partners?
Using Google CSS partners has several advantages:
You can rely on the expertise of the Google CSS partners. Your ads will appear in the general Google Shopping search results pages, between the “regular” Google Shopping ads.
You can use the financial advantages of working with a CSS partner to increase the clicks and sales of your shopping campaigns. Producthero emphasized that this is possible because “after switching from the Merchant Center to a CSS partner, an advertiser can choose to lower CPC bids for shopping campaigns and get the same number of clicks and conversions as they would with one Lower CPC. This is because Google launched the Merchant SpendMatch to stimulate the Google CSS program. Through this approach, we see that advertisers greatly improve the campaign ROI: same sales results with lower advertising costs. If you use the CPC- Don’t change bids, clicks, and sales increase after switching to a CSS partner. ”
What does it look like?
Ads served by a Google CSS partner appear like any other Google Shopping ad. However, instead of “From Google”, you will now see “From + the name of the respective comparison page” under the display. A more detailed overview of the ad can be found on Google under the heading “Shopping”.
How do I choose the right Google CSS partner?
The most important thing is that you are working with an official partner who matches your marketing objectives and specializes in the products (e.g. clothing or electronics) that you are trying to promote. Also, you should know if the Google CSS partner supports all of your products and if they charge an additional CPC and/or CPS.
It’s important to know that all CSS partners receive the same financial benefits from Google, but prices and terms may vary between the different CSS partners you can choose from. For example, some work on a monthly flat rate, while others charge on a performance basis. Producthero chose their pricing model because “It is a Google guideline that all products of a supplier are on the website of the CSS partner. With Channable it is possible to optimize feeds for CSS channels by optimizing the advertised product catalog. Omitting products on the CSS website that are actually advertised in Google with this CSS partner would be a violation of this guideline. When developing our CSS, we, therefore, determined that a fixed or performance-related fee for the placement of all products on the CSS website works better for most advertisers than a CPC-based model. ”
In addition to the business models and prices, there can be many differences between CSS partners, including notice periods, active countries, and agency services provided, as many CSS partners are part of an agency.
How do I start promoting on Google Shopping with a Google CSS partner?
Once you’ve chosen a CSS partner that suits you, getting started is easy. All you have to do is confirm that your Merchant Center can change its association from Google to the CSS partner of your choice and then Google will do the rest.