The Impact of Switching from Google CSS to Another Shopping CSS

Introduction

If you're managing Google Shopping campaigns, you’ve likely heard about Comparison Shopping Services (CSS). Switching from Google CSS to another CSS can bring about significant changes.

In this post, we'll explore the potential impacts of making the switch, including cost savings, performance differences, and the broader implications for your e-commerce business.

Understanding CSS and Its Role in Google Shopping

Back Story

Every Retailer who creates a new Merchant Centre account automatically starts on the “Google CSS”.

• Explanation: Comparison Shopping Services (CSS) are platforms that allow consumers to compare products and prices from various retailers. In Europe, Google Shopping operates as a CSS, but there are many alternative CSS partners you can use.
• Benefits of CSS: CSS partners can offer competitive pricing and additional features that may not be available through Google Shopping.

Currently, Google Shopping is a CSS and acts like every other CSS. Google Shopping CSS charges merchants on CPC model by adding its margin to each click that you pay for. It basically means that when using Google Shopping CSS you enter the auction with less bid power than you think. Google margin is deducted before your bid enters the auction and is then added back when you pay for the click.  

What is Google's margin? You have probably seen already at many places that 20% is your magic number, although no one says it at loud. By switching from Google Shopping CSS to the other partnering CSS you may get up to 25% more bidding power without changing your current bidding strategy.

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#1 Reason for Switching: CPC Savings

• Explanation: One of the primary reasons businesses consider switching from Google CSS to another CSS is the potential for cost savings.
• Examples:
  • Lower CPCs: Some CSS partners offer lower cost-per-click (CPC) rates compared to Google CSS. For instance, an e-commerce store that switched to a new CSS partner reported a 20% reduction in CPCs, leading to significant budget savings.

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Fee Structures: Different CSS partners have varying fee structures. Some might charge a flat fee (Klarna, ProductHero, while others may offer volume discounts (DataFeedWatch). We recommend using a CSS with a flat fee structure.

Tips: Evaluate the fee structures and CPC rates offered by different CSS partners. Look for a partner that aligns with your budget and goals. Comparing these costs can help you make an informed decision and maximize your ad spend efficiency.

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How will this affect my campaigns:

Impact on Savings: The savings from eliminating Google's margin are yours to utilize as you see fit. This extra budget can be reinvested into your campaigns to enhance reach and performance.

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Recommended CSS Partners

• Chanable, Klarna & ProductHero: These partners offer competitive pricing and effective services.
• Pricing Overview:
  • Chanable: [Provide specific pricing details if available]
  • Klarna: [Provide specific pricing details if available]

ProductHero: [Provide specific pricing details if available]

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Conclusion

Switching from Google CSS to another Shopping CSS can lead to cost savings, improved performance, and enhanced operational support. However, it’s essential to carefully evaluate potential partners and manage the transition process effectively.

Have you switched from Google CSS to another Shopping CSS? Share your experiences and insights in the comments below.

If you're considering a switch or have questions about the process, let us know! We're here to help you navigate the transition and optimize your Google Shopping campaigns.

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