15,000+ brands and 900+ marketing agencies benefit from the CSS bidding advantage
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Make your campaigns 25% more competitive
With Google’s default CSS, 20% of your Shopping bid goes back to Google, so a €1.00 bid is only worth €0.80 in the auction. With Producthero CSS, your €0.80 bid is equivalent to €1.00 bid used by those with Google’s default CSS. This means you get 25% more bidding power from your budget.
More bidding power means stronger campaign performance, more visibility, and better results with the same budget.
We are a certified CSS Partner
A Google CSS partner is a price comparison service that allows webshops to advertise their products in Google’s shopping window. To run Shopping ads, you have to advertise through a CSS—by default, webshops use Google’s own CSS, but switching to a Google CSS partner like Producthero gives them a 20% margin advantage in ad auctions. This advantage was introduced after an EU ruling to ensure fair competition between Google and other comparison websites.
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Why do people choose Producthero as their CSS Partner?
5 key reasons why 15,000+ merchants choose Producthero CSS
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Switching to Producthero CSS is super simple
Switching is super quick and gives you 25% more bidding power in Google’s Shopping ad auctions. Our dedicated support team is here to help, and you can switch back anytime.
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What our clients say about Producthero CSS
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We have moved all our shopping advertisers to Producthero Premium CSS to get a better position in the bidding auction. And, because of our constant search for innovations to help our clients digitally mature, we offer the Producthero tools to them as well to optimize their Shopping campaign management.
Switching from Google CSS to a third-party comparison shopping service (CSS), in our case Producthero, was a relatively easy process. Our primary objective was optimizing traffic costs by attaining lower CPC rates, achieving more volume with equivalent investment, or a strategic combination of both.
Frequently Asked Questions (FAQ)
Everything you need to know about Google CSS
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 on Google. This resulted in 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.
When you advertise through a CSS partner like Producthero, your bids are worth more in Google Shopping auctions. This is because Google’s own CSS (Google Shopping) deducts a 20% margin from your bid before it enters the auction, while third-party CSS partners pass your full bid through with no (0%) deduction.
Shopping campaigns work like auctions: you choose the cost-per-click (CPC) you’re willing to pay. With a CSS partner, 100% of your bid enters the auction. With Google Shopping, only 80% of your original bid is counted.
In practical terms, this means that, if you bid €0.80 through Producthero CSS, it’s treated the same as a €1.00 bid through Google Shopping. Someone using Google Shopping would need to bid 25% more just to match your position.
It’s important to note that the so-called “20% discount on CPC” isn’t a refund and won’t appear in your Google Ads account. It is actually a bidding advantage: the effect is similar to staying with Google CSS but increasing your bids by 25%. In short, you get more visibility for the same budget, or the same visibility at a lower cost.
While Google ensures equal financial benefits for all Google CSS partners, such as the so-called "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.
While all Google CSS partners benefit from the same financial advantages—such as the 20% CPC discount—how they leverage these benefits varies.
Key differences among CSS partners include:
- Support & Responsiveness: Premium Google CSS partners, like Producthero, receive additional support from Google, which can enhance their level of assistance.
- Service Models: Some CSS partners offer self-service solutions, while others provide fully managed campaign management.
- Tools & Technology: Partners differ in the additional services they provide, such as Producthero's Title Optimization tool or Labelizer for better campaign performance.
- Experience & Expertise: The level of industry knowledge and strategic guidance varies between CSS providers.Geographic Availability: Although the CSS program operates in 21 countries, not all partners are active in all of them.
Producthero is a Premium Google CSS Partner. Thus, we benefit from stronger collaboration with Google. Our team of developers and shopping specialists works closely with more than 15,000 webshops that already trust us, helping them boost their Shopping campaigns effectively.
We are active in all 21 countries where the Google CSS program runs, offering merchants maximum reach and consistent support. Unlike some CSS partners that run competing campaigns on your behalf, we focus on making your own campaigns stronger, ensuring you keep full ownership and control.
With Producthero, you pay a fixed monthly fee to list all your products on our comparison site. This keeps costs predictable and avoids the risk of variable-fee increases. Plus, you can cancel anytime.
Finally, we back everything with expert customer support, so you get both top-tier guidance and the full benefits of the CSS program without unwanted surprises.
Find all the information in Google CSS Partners - The ultimate guide
