CSS translates to Comparison Shopping Services and is being used in context of Google Shopping ads. Before CSS, Google’s search results page were exclusively used for Google’s own offers – they had an unfair advantage over regular price comparison services. In 2017 The European Commission forced Google to open their ecosystem and integrate other CSEs in their Shopping environment. As a merchant you can choose on your own if you would like to run your ads through Google Shopping or another qualified shopping partner:
Google is now showing up as Google Shopping Europe (GSE) and opened the advertising platform for shopping ads to external price comparison sites, the so-called Google CSS partners.
Since then, Google ads are no longer preferred, but compete with other price comparators in the bidding auction, but in order to be EU-compliant, Google retains about 20% of the MaxCPCs as a margin. The CSS partners, on the other hand, are not bound to this margin, but are treated equally in the bidding auction.
The good thing is: You have an advantage of up to 20% for your Google Ads auctions by using a CSS service.
You can be invited as a sub-account to our BiddingLab MCA. Our CSS specialists will automatically have access to your account and you will enjoy our regular routine checks and be informed if we notice any problems. We can also assist you with any questions you may have, if you wish.
With this selection your account remains completely independent and only the CSS association is assigned to our system.
If you don’t have your own Merchant Center account yet, but would like to start Google Shopping directly with a Google CSS Partner, then we will be happy to create your sub-accounts in our MCA. Of course you will be invited as administrator to retain full control.
Please note that this email you want to use as admin must be connected to a Google account, otherwise an invitation as user will be denied by Google.
Tell us your Google Merchant Center ID(s) and the names and positions of the respective Google Merchant Center Admins. And select an inclusion type for each ID.
The background to this additional information is the necessary authorization, which we have to pass on to Google. Otherwise, this data does not play any further role.
Once the integration process has been initiated by Google, you will receive a confirmation from us. Please note that this process does not happen suddenly and can take up to 24 hours. During this time you will be able to see “from Google” and “from BiddingLab” among your shopping ads.
Google also strongly recommends to check the user management after the integration.