A Google CSS partner (Google Comparison Shopping Service (CSS) partner) is a website that compares product prices from different webshops to guide consumers to the webshop with the best product price. The Google CSS partners can also buy advertisements on behalf of the webshops. Google also has its own CSS, by default webshops advertise via them. However, Google CSS partners often show up in better positions in the shopping ad results in Google. This results from an EU lawsuit to ensure fair competition between Google and other price comparison websites. To ensure fair competition for the rest of Google's CSS Partners, Google provides a margin advantage of 20% to Google CSS partners like Producthero.

Regarding Shopping ads, the only difference between advertising with Google CSS or through a Google CSS Partner like Producthero is the link at the bottom of the advert. Instead of "By Google," it reads "By Producthero”. When clicking on the advertisement, the consumer is redirected directly to the merchant’s webshop that the CSS advertises for. If visitors click the "By [CSS name]" link, they are taken to the CSS partner's comparison page.

As a merchant, you are NOT restricted to using Google’s own CSS. You can choose from a variety of Google CSS partners to run your campaigns. Google CSS partners like Producthero can place Shopping adverts on behalf of the merchants (webshops) they represent. 

It is possible to use multiple CSSs at the same time. This means that you, as a merchant, can have several Merchant Centers and associated campaigns running concurrently, all advertising your products. We would not recommend running your ads with multiple Google CSS partners.

Google CSS partners receive a 20% discount on the cost-per-click (CPC) charges. This discount allows them to fairly “compete” against Google's own CSS. Shopping campaigns operate through an auction system similar to Google Ads (previously known as AdWords), where you, as an advertiser, can bid on the CPC you are willing to pay.

In practice, this means a bid of €0.80 via Producthero CSS has the same value as a bid of €1.00 via Google Shopping CSS. Therefore, as an advertiser, you need to bid 25% more via Google Shopping to match a bid through a Google CSS partner.

 While Google ensures equal financial benefits for all Google CSS partners, such as the 20% CPC discount mentioned earlier, each partner can use these benefits differently.

Moreover, CSS partners differ in terms of support and responsiveness. Premium Google CSS Partners like Producthero, for instance, receive additional support from Google. This means that the level of assistance and responsiveness may vary depending on the partner chosen by advertisers.

You can also see differences among Google CSS providers in terms of how they work with their clients and their campaign management strategies, which can range from self-service options to fully managed or outsourced solutions. Some other differences are the additional services, tools, and technology they offer (such as the Producthero Title Optimization tool or Producthero Labelizer) and the level of experience and expertise they have.

It is also important to know that, even though the CSS program is active in 21 countries, not all Google CSS partners are active within the 21 countries.

Why do many webshops choose Producthero as their Google CSS partner?

At Producthero, we believe in the power of your own Shopping campaigns. That is why we assist merchants like you with improving and optimizing their campaigns and we do not recommend allowing Google CSS partners to run campaigns on your behalf without them being your own. Why? Google CSS partners often bid on the same products or keywords, which can lead to increased competition and potentially lower performance or efficiency of your Shopping campaigns.

At Producthero you pay a minimum fixed monthly amount to place all your products on our comparison website. This fixed pricing model provides predictability and control over your costs. We have noted that with parties that work with variable costs (where you pay based on the number of clicks or conversions generated by your products on their platform), the costs can rise considerably.

Additionally, we have a dedicated and effective support team with more than 5 years of expertise and we are active in all the CSS program countries! Last but not least, we provide additional user-friendly tools specifically designed to give you more control and insights and make the most out of your Shopping Ads.

The question about the Google CSS discount is one of the most frequently asked questions from customers who have just switched. 

The 20% discount on the CPC is not an amount that is refunded or displayed in your Google Ads account. It is a bidding advantage concerning Google CSS partners. The effect is the same as if you were to stay with Google CSS and increase your bids by 25%. You realize better positions of your product displays and will be included in more auctions with higher prices. Therefore, the number of impressions will increase even if you maintain your current bids.