In order to display Google Shopping ads via a CSS partner, there are two options for converting an existing Google Shopping Europe account to CSS: Full Switch or Association.
With a full switch, the advertiser’s Merchant Center Account (MCA) is fully integrated into the CSS partner’s Multi Client Merchant Center (MCC). There are some technical aspects to consider when making this move. If not the entire MCA but only a sub-account is moved, it is possible, for example, that the access rights are lost during the move.
The main advantage of the full switch is that the CSS partner has access to the product data. In this way he can identify the causes of problems himself and correct them if necessary. However, the advertiser’s dependency on the CSS partner is higher than with the simple association according to the association model and requires trust between both parties.
If an advertiser chooses the association model, their MCA is linked to the CSS partner relatively easily. The setting of the advertiser can remain unchanged in this case, the relocation effort is very low. An email from the CSS partner to Google is enough to request the changeover. If only one sub-account is converted from an MCA, the same dangers of loss of access rights apply as with a full switch.
The advantages of the full switch method just mentioned (full access to and insight into the product data by the CSS partner) do not have an immediate effect here. However, the CSS partner can be given access to the customer account or data feed via corresponding user invitations.
Full switch and association hardly differ in handling and cooperation. It is more a question of trust, control and flexibility whether an advertiser moves his entire account to the MCC of the CSS partner or is connected via the association.