The Power of Google Comparison Shopping Services

Google Shopping continues to gain importance as an e-commerce channel. Shopping ads are displayed prominently on the search engine results pages and present users with products that match their search query. Google is developing the feature feverishly to meet the competition from Amazon as a sales channel. In initial tests with “Shopping Actions”, Google even allows direct purchases in the search results in the USA and France.

Google Shopping continues to gain importance as an e-commerce channel. Shopping ads are displayed prominently on the search engine results pages and present users with products that match their search query. Google is developing the feature feverishly to meet the competition from Amazon as a sales channel. In initial tests with “Shopping Actions”, Google even allows direct purchases in the search results in the USA and France.

CSS means in general “Comparison Shopping Services” and specify these websites where you can compare prices from different products to find the cheapest one. 

Google Shopping CSS is a new way to place shopping ads. CSS affects the main search on the Google homepage. Google used the search results page exclusively for its offer: Google Shopping. Other price comparators were left behind. The European Commission recognized this as unfair competition.

Since June 2018, Google CSS partners have been competing against Google Shopping Europe (GES) in the auctions and have been pushing the competition ever since. All advertising spaces are available to all bidders. No advertising spaces are reserved for Google Shopping or CSS partners. At this early stage, Google confirmed that advertisers using the new comparison shopping format would benefit from cheaper CPCs.

Advertisers were expected to see a 15-20% reduction in CPCs with the same position in shopping results.The EU Commission has criticized precisely this point and from now on Google must also allow competitors to display advertisements because the unfair competition was recognized. Google thus opens its shopping platform for external price comparison sites (CSS partners).

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