Do you run Google Shopping Ads? Based in the UK or Europe? Here is an instant way you can reduce your ad click costs by up to 20%.
A CSS (comparison shopping service) partner is a website that “compares” offers from a variety of retailers so a browser can easily see the different prices and deals within a specific product category. Since a European Commission ruling in 2017, which Google failed to overturn in November 2021, these CSS partners have been able to show ads for products they are comparing within Google Shopping results in the same way Google does.
Google sells the clicks from Shopping Ads to CSS Partners much cheaper than we would pay by showing our ads directly through Google. If you choose to use a CSS partner to show your Google Shopping Ads instead of Google, you can then instantly reduce your own cost per click by 20% OR gain 20% more clicks for the same spend.
It’s easy to tell if you are using a CSS partner for your Shopping Ads by simply searching for one of your products and noting if your ad ends with “By Google” or “By SOMEONE ELSE”, eg By Buy Bye/By Croud etc on the headline image above.
Are you using a CSS partner? If so, what are your experiences of their savings so far? If you are not using a CSS partner, do you feel you should, or not?