What is Google CSS Partner? How can you reduce your expenditure?

The article was written by Markestic

2022-02

Could you reduce your online shop’s advertising spend?

Although less well known in Hungary, Google Shopping is an excellent advertising platform for online shops to reach more customers with their products. In fact, an EU regulation makes it possible to use this service at a reduced rate. In this article, we’ll show you what Google Shopping is and how you can advertise your online shop products 20% cheaper!

What is Google Shopping?

Since the summer of 2019, Google Shopping has been available in Hungary, offering e-commerce companies an excellent opportunity to use a new advertising tool. With Google Shopping, consumers at the bottom of the advertising funnel with a specific purchase intent can be targeted very effectively.

Google Shopping is basically a price comparison site (like ÁrGép or ÁruKereső), and there are several similar sites on the Hungarian market. It has the advantage of appearing in Google’s search interface for search results, and on a separate sub-page (like Maps or Images), and allows users to compare products with images and prices. So, if you search for “women’s running shoes”, you will not only find sites selling women’s running shoes, but also specific offers – Shopping’s advertising interface is usually placed above or next to the search results, in a prominent position.

Google Shopping ads appear prominently in search results.

Why is it worthwhile for your online shop to appear on Google Shopping?

  • Advertisements are prominently featured

  • Includes pictures – users particularly like to see specific pictures of the product.

  • Simple to run – no need to enter search terms like Google Ads, just a product feed from which Google automatically filters the keywords you need.

  • Your ads can appear several times at the same time – for example, if you sell women’s running shoes and someone searches for women’s running shoes, they might see most of your products.

… and what is Google CSS Partner?

So with Shopping, Google has gained a huge advantage over traditional price comparison sites, including the fact that initially only its own partners could appear in Google Shopping ads – creating a monopoly. But the European Union did not like this monopoly, and as a result of a lengthy process, they imposed the following sanction: Google must allow other price comparison services to appear on its Shopping ad space, at 20% less than they could appear directly on Google – and they were fined. As a result, the Google CSS (Comparison Shopping Service) Partner Service was created, through which the partners involved make this cost advantage available to businesses.

How does the Google CSS Partner service work?

One of the key components of Google auctions is the bid price, and the discount applies to that, not a “coupon”. This means

  • More traffic can be achieved for the same price – for the same amount of money, the ads will appear in a more prominent position.

  • The same turnover can be achieved at a lower price – same position, cheaper.

It is important to note here, however, that the cost advantage only applies if the user clicks on the ad in the search results, not if they click on the “Shopping” sub-page – however, users will spend approximately. 85-90% do not click through.

Video: https://www.youtube.com/watch?v=pC7cfJjlTgM&ab_channel=GoogleAds

Google’s presentation of the CSS service.You see, it’s as simple as that, and it’s just a few clicks to set up. But then why isn’t everyone using it yet?

  • Not everyone knows about it yet

  • For lower-spending branches, it may not be worth it at the known prices

However, Markestic’s offer is worthwhile for your webshop even at a monthly advertising cost of 30 000 HUF.

When and how will you perceive the advantage?

The changeover is very fast, taking 1-2 days – for Smart Shopping campaigns it can take 1-2 weeks due to the learning curve of the algorithm.

You will notice the change in the improvement of the following advertising indicators:

  • Better impression share (impression share)

  • Better click-through rate (CTR)

  • Lower cost per click (CPC)

There is no need for a new Merchan Center.

There is no need to replace your current agency.

So Google Shopping gives your online shop another advertising platform on Google’s interfaces, which can help you become more competitive with your competitors. And Google CSS Partner can help you reduce your Shopping spend by reaching more people for the same amount of money.

Markestic has assessed the offers of Hungarian and foreign service providers and partnered with a UK company, so we can offer a great deal for everyone – from as little as HUF 5000 per month!

What are you waiting for? Contact us and enjoy the cost advantage yourself!

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