What is CSS?
Comparison Shopping Services (CSS) is a feature on Google Shopping that was introduced as a direct response to a conflict between Google and the EU. The background for the creation of CSS was a fine of approximately €2.42 billion, imposed on Google by the EU — led by Margrethe Vestager — in 2017. The EU accused Google of abusing its dominance on the internet, an action considered a breach of the EU's competition rules.
To meet the EU's requirements and reduce the risk of further sanctions, Google launched the CSS programme in March 2019. This programme allows advertisers to benefit from certain advantages, including originally financial savings on shopping ads. By involving more partners in the advertising process, Google's market dominance was reduced, helping to fulfil the EU's requirements and prevent future fines. CSS therefore not only offers financial benefits for businesses, but also contributes to a more competitive market on online advertising platforms.
What can a CSS partner do?
A CSS partner can bid on advertising placements on Google Shopping, in the same way as Google's own Shopping ads. It is a service in the same vein and with more or less the same visual results as we know from classic Google Shopping. The only difference is that Google has opened the shopping function to new partners.
In practical terms, this means that users of Google Shopping will notice that ads are labelled with providers other than "By Google". See the example below:
The ads resemble traditional Google ads and function like traditional ads, but have a provider other than Google.
How do you get started with CSS?
If you wish to advertise through Comparison Shopping Services (CSS), it requires that you have access to a CSS partner who can publish your ads on their platform. The CSS partner pulls information from your separate Google Merchant Center account, where all your products are synchronised from your website. This way, your products are shown to potential customers, who can click directly through to your website and make a purchase.
When users click on the ads from the partner's side, you pay per click, just as you would with other Google campaigns.
At Searchmind, we are a CSS partner and we would love to help you optimise your Shopping ads. You are welcome to contact us to learn more about your options and receive tailored recommendations for your webshop.
