Oglaševanje s pomočjo primerjalnikov cen — tako deluje
Google Shopping je eden najučinkovitejših trženjskih kanalov za spletne trgovine. Sodelovanje s primerjalnikom cen (CSS) je lahko odločilna konkurenčna prednost.
Google Shopping is one of the most effective marketing channels for online shops. The competition for the best spots in the search results is correspondingly high. Cooperation with a price comparison portal (also CSS for Comparison Shopping Service) can be a decisive competitive advantage here.
Price comparison portals can submit bids to place Shopping ads for retailers they represent on Google search results pages. Google Shopping itself bids on behalf of the merchants it represents in the same way as any other price comparison portal.
Price comparison portals use a separate Merchant Center account for each retailer they represent. With the respective account, they can upload inventory for a retailer and run Shopping campaigns on their behalf.
All campaigns must adhere to the same Shopping ad guidelines and product data requirements. This means, for example, that Shopping ads must lead users directly to the retailer's landing page where the advertised product can be purchased.
The Shopping ads on general Google search results pages in countries in which the price comparison portal programme is available also show which portal was used to upload the offer (see the link "From price comparison portal" at the end of the ad). When users click on this link, they are redirected to the portal's website.
Sodelovanje s primerjalnikom cen
Price comparison portals and retailers can work together in different ways. Some portals also offer several service models or adapt the services to your specific needs.
CSS full service
In this case, the price comparison portal creates a Merchant Center and a Google Ads account on your behalf. You provide the portal with your product data and the portal's staff optimise your feed, upload it to Google and manage your campaigns. Some portals also use your product data to generate leads for you from other channels.
The portal pays Google for clicks on the ads placed on your behalf. The price Google charges the portal depends on the outcome of the ad auction. You in turn pay the portal. The pricing model depends on the agreement you have made — some portals charge a fixed price per click, with others the price per click depends on the category, and still others charge a commission if a click leads to a sale.
Typically the portal also provides you with reports on the performance of the ads it places and the associated costs; these reports may relate to one or more of the portal's channels. With this model, you usually don't have access to the Merchant Center and Google Ads accounts the portal manages on your behalf, but you may have access to tools the portal provides.
CSS self service
Here, the portal creates a Merchant Center and Google Ads accounts on your behalf and gives you access to these accounts. Another option is to migrate your existing account from one portal to another (see below). You manage your feeds and campaigns yourself.
The portal pays Google for clicks on the ads placed on your behalf and you in turn pay the portal. With this model, the portal usually calculates a fixed percentage of the CPC paid at the Google auction. Some portals also let merchants pay their Google Ads bill directly and have the portal's services charged separately.
You usually have direct access to reports in Merchant Center and Google Ads. The portal can provide additional reports on campaign performance and the associated costs. Some portals also offer advisory services to help you with your Shopping ads.
CSS hybrid model
These models combine components of the "managed service" and "self-management" models. For example, the portal might manage and optimise your product data feed while you run the campaigns — or vice versa.
There are variants in which the portal creates a new Merchant Center account on your behalf, which you then link to an existing Google Ads account. You can use your existing Google Ads account to manage ads and free listings placed through the portal.
With other variants, Google bills you directly for ads placed via a portal. This can be more useful if you manage your Shopping campaigns yourself. In these cases you usually receive a separate invoice from the portal for its services.
In addition to the services described above, some price comparison portals may also offer other services tailored to your business and chosen channels.
Preklopi na csspartner.io in prihrani
Preklopi na csspartner.io in prihrani 20 % pri vsakem kliku Google Shoppinga — od prvega dne, brez nastavitvenega dela.
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