In the ever-evolving landscape of digital advertising, staying competitive and optimising your campaigns is imperative. Following the EU’s antitrust fine on Google in 2017, the Shopping Ads auction underwent significant changes to foster competition and provide advertisers with more options. One key development has been the introduction of Comparison Shopping Services (CSS), offering unique opportunities for retailers. In a recent conversation with Benedikt Kageneck, CSS Industry Manager at Google, we delved into the intricacies of CSS and how advertisers can leverage these services to maximise their reach and efficiency.
Understanding CSS: What It Is and Why It Matters
Comparison Shopping Services (CSS) allow retailers to list their products in Google’s Shopping Ads through third-party platforms, rather than directly through Google. This initiative was designed to increase competition and provide advertisers with more avenues to reach their target audiences. But why should retailers consider partnering with a CSS?
Benedikt from Google highlighted that partnering with a CSS can bring numerous benefits including:
- Increased Reach
Working with multiple CSS partners can significantly expand your product reach, ensuring that your products are visible to a broader audience. - Diversification and Safety
By collaborating with more than one CSS, you safeguard your shopping accounts. If one campaign encounters issues, others can continue to drive traffic and sales.
The Mechanics of CSS Cooperation
There are various models of cooperation within the CSS program, each offering different services and business models. Advertisers are encouraged to test different options to find the right balance and number of partners that work for them. Here’s what Google had to say:
Why can it be beneficial to work with a partner that is not Google?
“So, there are many CSSs, including Google Shopping. CSSs offer different areas of expertise, services, and charging models. Combining the strengths of several CSSs can increase the overall performance of your Shopping ads. There are no risks involved.”
What are the benefits of working with multiple CSS Partners?
“Working with multiple comparison shopping services (CSSs) can offer several benefits for online retailers. I will tell you four:
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- Increased visibility: Each CSS has its own network and reach, so using multiple CSSs can expand your product listings’ visibility across various platforms and search engines. This can lead to increased traffic to the online store.
- Reaching diverse audiences: Different CSSs may attract different types of shoppers. By diversifying your CSS partners, you can tap into various demographics and shopping preferences, increasing your chances of reaching your target audience.
- Improved performance and optimization: Different CSSs may have varying strengths and specializations. Some may excel in specific product categories. By working with multiple partners, you can leverage their expertise and optimize your product listings for better performance.
- Risk mitigation: Relying on a single CSS can be risky if they experience technical issues for instance. Partnering with multiple CSSs can ensure that your product listings remain visible even if one platform encounters problems.”
Measuring Performance and Ensuring Effectiveness
Effective incrementality measurement is crucial for understanding the performance of your CSS campaigns. Benedikt advised that advertisers should aim to use the same targets and measurement tactics between their self-managed campaigns and those managed by CSS partners. This consistency allows for accurate comparisons and better insights into campaign performance. We asked Google:
How can advertisers check how the CSS is performing vs their self-service campaign?
“CSSs typically report the number of clicks sent to a merchant and the cost charged per click. Depending on their pricing scheme, they may also report additional information or share detailed bidding data. In general, we recommend that merchants compare the ROI of different marketing channels to assess which ones work best for them.”
For those interested in incrementality testing, several methodologies can be employed including causal impact studies and A/B testing with geo-split tests. These approaches will help determine the true value added by CSS partners.
Key Takeaways and Future Developments
Our conversation with Google provided several key takeaways for advertisers looking to succeed with CSS:
- Work with Multiple Partners: Increase your product reach and safeguard your accounts by collaborating with multiple CSS partners.
- Test Different Models: Explore various CSS business models to find the best fit for your needs.
Consistent Measurement: Use consistent targets and measurement tactics across all campaigns to ensure accurate performance comparisons. - Stay Updated: Keep an eye on new developments, such as exclusive CSS shopping ad formats, to stay ahead of the competition.
As Google continues to enhance the CSS program, advertisers have more opportunities than ever to optimise their campaigns and achieve better results. If you have any further questions or need insights to support your CSS strategies, please contact us. We’re here to help you navigate the complexities of CSS and win in the digital advertising space.
For more information, check out these additional resources from Google:
Google Merchant Center Help on CSS
CSS Overview by Google
PerformanceIn: Is Choosing a Google shopping partner incremental or is it the new paid search?
