Google CSS

Comparison Shopping Services

BiddingLab had been one of the first Google CSS partners building up a stable entity for every european country. We manage more than 3 million products through 25 countries. CSS is included for free when choosing BiddingLab for your campaigns.
Google CSS

What is CSS?

CSS means 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 Shopping CSS

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.

How to switch to a CSS for my shopping campaigns?

It’s a straight forward process with two types of integration: Association or sub-account. Whether you move your Merchant-Center to the CSS or the CSS service creates a new merchant center for you. In case you choose BiddingLab, we are happy to take over and guarantee a smooth conversion.
That being said – you are always able to switch back to Non-CSS. You could even use more than one CSS to advertise for your products or run Google Shopping Europe (GSE) and a CSS partner parallely to find out what is driving better performance.

Subaccount (recommended)

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.

This means that we will not be able to access and view your account. You will only benefit from the CPC advantage. Please keep in mind that we cannot include your account in our routine checks with this type of connection.

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.

Does this result in any additional costs?

We offer you BiddingLab CSS free of charge after your trial phase, which starts from the third month and is valid without restrictions for the entire duration of our cooperation. Additional costs only come up if you require agency services in the area of feed optimization.

Here is the procedure

Step 1

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.

Step 2

We create the necessary applications for you at Google. Google will then contact us within the next 24-48 hours and let us know whether the process can be initiated or whether further measures are necessary. Usually everything runs without any difficulties and if there are any, we will support you.

Step 3

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.

However, please note that the quality of your feeds is not automatically improved by a CSS partner and you should continue to make sure that your feeds are maintained regularly for optimal performance.

Contact us!