A guide to comparison shopping services in the UK and Ireland

Comparison Shopping Services (CSS) for Google Shopping in Europe, particularly in the UK and Ireland, is an easy way to boost your ROI. Here's a guide to help you understand what they do.

What is a Comparison Shopping Service (CSS)?

A Comparison Shopping Service is a website that collects product offers from online retailers and then sends users to the retailers' websites to make a purchase[3]. In the context of Google Shopping, CSS partners can place Shopping ads on behalf of merchants, just like Google Shopping does[8].

The Origin of CSS

In 2017, the European Commission fined Google for antitrust violations related to Google Shopping. As a result, Google introduced the CSS program to encourage competition and comply with EU regulations[3][7].

Countries Where CSS is Available

The CSS program is currently available in several European countries, including:

• United Kingdom
• Ireland
• Austria
• Belgium
• Czech Republic
• Denmark
• France
• Germany
• Italy
• Netherlands
• Norway
• Poland
• Portugal
• Spain
• Sweden
• Switzerland[3][7]

Benefits of Using a CSS Partner

1. Cost Savings: The primary benefit is a potential 20% reduction in cost-per-click (CPC) for Shopping ads[5][7].
2. Increased Visibility: Using multiple CSSs can increase the chances of your products appearing more frequently in auctions[5].
3. Better Product Data Management: Some CSS partners offer advanced features for managing and optimizing product data[5].
4. Backup Merchant Center: A CSS partner can provide a quick backup if issues occur with your primary Merchant Center account[7].
5. Testing Opportunities: Additional CSS Merchant Centers allow for testing specific feed optimizations without impacting main campaigns[7].

How CSS Works

1. Merchants submit their product data to a CSS partner.
2. The CSS partner bids on behalf of the merchant in Google Shopping auctions.
3. If successful, the merchant's products appear in Google Shopping results.
4. Users clicking on these ads are directed to the merchant's website to complete the purchase[4][8].

CSS Options for Merchants

1. Google Shopping CSS: The default option, managed directly through Google.
2. Third-party CSS: Independent companies offering CSS services.
3. Hybrid Approach: Using both Google Shopping and one or more third-party CSSs[4][5].

Implementing CSS for Your Business

1. Choose a CSS Partner: Research and select a CSS partner that aligns with your business needs and geographical focus[5].
2. Set Up Your Account: Work with your chosen CSS to set up your Merchant Center account and link it to your Google Ads account[4].
3. Submit Product Data: Ensure your product feed meets Google's requirements and submit it through your CSS partner[6].
4. Campaign Management: Depending on the CSS model (managed or self-service), either manage your campaigns yourself or let the CSS partner handle it[8].
5. Monitor Performance: Regularly review performance metrics and adjust your strategy as needed[6].

Best Practices for CSS Success

1. Optimise Product Titles and Descriptions: Focus on creating robust, keyword-rich titles and descriptions to improve visibility[6].
2. Implement a Multi-Campaign Strategy: Consider using multiple campaigns with different priority settings to target high-value search terms effectively[6].
3. Utilise Custom Labels: Take advantage of Google's five custom labels per product to create tailored categories for better campaign management[6].
4. Regular Search Term Analysis: Continuously review search term reports and add negative keywords to improve campaign efficiency[6].
5. Experiment with Product Images: Test different images to stand out from competitors and attract more clicks[6].
6. Leverage Product Reviews: Add product review feeds to enhance credibility and attract more potential customers[6].

Considerations for UK and Ireland

While the CSS program operates similarly across Europe, it's essential to consider local market dynamics and consumer behavior in the UK and Ireland. Pay attention to:

1. Local search trends and popular product categories
2. Seasonal shopping patterns
3. Currency differences (GBP vs EUR)
4. Any potential changes in regulations post-Brexit that might affect the UK market

By leveraging CSS partners and following these guidelines, you can potentially reduce advertising costs and improve the performance of your Google Shopping campaigns in the UK, Ireland, and other European markets. Remember to continuously test, optimise, and adapt your strategy to maximise results.

For most people, the main benefit is just the 20% off. There are many other AI tools to optimise labels/ tags/ titles nowadays, so you really just use the discount.

Popular CSS Partners in the UK and Ireland
While the CSS program operates across Europe, certain providers have gained prominence in the UK and Irish markets. Here are some of the most popular CSS options:
Productcaster: A well-established CSS partner in the UK, Productcaster offers a user-friendly interface and comprehensive reporting tools1.
RedBrain: Known for its competitive pricing and strong presence in the UK market, RedBrain has been a popular choice among merchants1.
Shoptail: This CSS partner has gained traction in both the UK and Ireland, offering a straightforward setup process and competitive fees1.
UnitedAds: A certified Google CSS Premium Partner that operates in multiple European countries, including the UK. They offer a 20% increase in bidding power for Google Shopping CPCs3.
Kelkoo: With a strong presence in both the UK and Ireland, Kelkoo is one of the more established CSS partners in these markets.
PriceRunner: While not exclusively a CSS, PriceRunner has a significant presence in the UK and offers CSS services.
idealo: A major player in the European price comparison market, idealo also operates as a CSS in the UK, offering access to a vast network of shoppers4.

Citations:
[1] https://consent.google.com/ml?cm=2&continue=https%3A%2F%2Fwww.google.com%2Fintl%2Fen_ie%2Fretail%2F&hl=en-US&pc=acm&src=1
[2] https://support.google.com/css-center/answer/7524491?hl=en-GB
[3] https://pepper.agency/blog/comparison-shopping-services-css-your-questions-answered/
[4] https://www.intelligentreach.com/guides/what-you-need-to-know-about-google-shopping-css/
[5] https://brightbid.com/blog/google-shopping-css-why-and-how-to-use-it/
[6] https://www.datafeedwatch.com/blog/agency-experts-best-google-shopping-tips
[7] https://www.shoptimised.com/knowledge-hub/ultimate-guide-to-css
[8] https://www.datafeedwatch.com/blog/everything-you-need-to-know-about-google-shopping-css

Product Hero, my CSS of choice.

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Ben

Ben has a BEng (Hons) in Computer Science and 20 years of experience in online marketing, specialising in SEO, lead generation and affiliate marketing. After spending over a decade as an igaming affiliate, he has decided to concentrate on GA4 training and SEO Audits.