Managing Google Shopping campaigns with a CSS partner

A CSS partner puts your products into the same Google Shopping auction as before, just without the mark-up Google otherwise keeps on every click. This guide shows you, step by step, how to set up and manage the partnership.

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Step 1: Understand what a CSS partner changes

A CSS partner is a Comparison Shopping Service certified by Google. It puts your products into the same Google Shopping auction as before, just without the mark-up Google otherwise keeps on every click.

Step 2: Decide whether you want to save on CPC or gain bidding power

You can use the CSS advantage in two ways: 20% lower CPC at the same position, or 25% more bidding power at the same budget. Decide before switching which option fits your current bidding strategy.

Step 3: Choose a certified CSS partner

All certified CSS partners deliver the same auction advantage, because it comes from Google. The differences lie in price, contract terms and additional services such as campaign management or reporting.

Step 4: Link your Merchant Center to the CSS

Campaigns, bidding strategies, conversion data, feeds and ads all stay unchanged when you switch. Only your Merchant Center's CSS link is changed.

Step 5: Keep an eye on CPC and position after the switch

After switching, it's worth checking CPC, click volume and position to see the effect for yourself. Campaign management itself – bids, structure, product data – stays with you or your agency.

Step 6: Plan for new countries or languages from the outset

If you expand your range into further markets, you'll need a certified CSS partner there too. Check early on whether your existing partner covers the new target countries.

Switching changes the auction, not your campaign management

A CSS partner doesn't replace your campaign work; it replaces the role Google otherwise plays between you and the auction. After you sign up, your CSS partner gets in touch within 24 hours with the next steps.