What is a shopping CSS? – Google Comparison Shopping Service
What is a shopping CSS?
A CSS, or Comparison Shopping Service, is a service that allows consumers to compare products and prices from various online retailers. By using a CSS, users can easily find the best deals and make well-informed purchasing decisions.
When advertising on Google Shopping, the CSS appears as shown in the image below (the CSS is circled in the picture):
Why are there different shopping CSS?
Google Shopping CSS is a specific type of CSS that operates within Google’s ecosystem, where retailers can promote their products directly on Google Shopping. The reason Google offers the possibility for anyone to create a CSS for advertising is linked to historical developments concerning competition regulations.
In 2017, the European Commission issued a significant fine to Google for abusing its dominant position in the comparison shopping services market. The Commission found that Google favored its own comparison service, Google Shopping, at the expense of competing services, leading to distorted competition.
As a measure to comply with the European Commission’s requirements and promote fair competition, Google decided to open its platform to other CSS. This means that other companies can now create and run their own CSS, which will appear in Google Shopping results. By doing this, Google ensures a more fair and competitive market where multiple players can offer their services.
What are the advantages of using a shopping CSS?
Lower cost per click (CPC): One of the most attractive benefits of using a Shopping CSS is that it leads to a lower cost per click (CPC) compared to using Google’s own CSS. By using an external CSS instead of Google’s own service, retailers can take advantage of a cost benefit, meaning each click costs less. This can result in significant cost savings and a higher return on the advertising budget.
Ondigitals CSS - your obvious CSS partner
Do you need a CSS to take advantage of the benefits of having one? We are here to help! At Ondigital, we have developed a CSS that you can benefit from, and it’s very simple! Register – and then you’re ready to advertise on Google Shopping!
