Google Shopping CSS
Price comparison by SaphirSolution
Google Shopping CSS
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Since its founding in 2012, SaphirSolution has grown steadily. We are currently a team of 60 people spread across two countries with plans for further expansion in Europe. We provide multiple performance marketing services to small companies and big corporations.
Here at SaphirSolution, we are proud of all our projects, small and big.
We support a variety of clients: startups that just started and want to scale up and grow, established companies that want to digitalize their marketing, and big players such as Volvo, Polestar or Peugeot that want to optimize their digital marketing performance.
We are a full-service performance marketing agency.
We offer assistance throughout the entire customer journey: from concept, to building a website, to running marketing campaigns, to increasing sales and leads.
Our services include: SEO, paid ads (search, social media), social media management, affiliate marketing, web development, web analytics, marketplace optimization.
Our teams work together on identifying problems and developing solutions not only within their own field of work but also in other marketing channels. We build up synergies between departments.
We consider ourselves your partner, an extended arm of your marketing department. Much more than a client – service provider relationship.
We offer you support wherever and whenever is needed. Here our full-service approach becomes important as we have specialists for every online marketing field in our team.
Our goal is for you to focus on the strategy and growth of your company and outsource operational tasks to us. Together, we set up the correct online marketing strategy for you.
What is Google Shopping CSS?
Google Shopping has become an increasingly important e-commerce channel over the past few years. On the search engine results page, users can find the product that matches their search query. For this purpose, Google only used its own service Google Shopping. Consequently, the other price comparison services were ruled out and the practice was recognized as a violation of the law by the European Commission. As a result, a record €2.42 billion fine was imposed, leading to the implementation of a new Google Shopping CSS system. CSS stands for “Comparison Shopping Services” and ensures that there are equal opportunities on the market. Today, Google Shopping itself acts as a CSS and competes with the other price comparison platforms in the bidding auction.
The user can notice visible changes in the way the ad appears on the results page. If an ad is placed by a CSS, the name of the price comparison portal is displayed at the bottom of the ad, e.g., “By Google”. If the user clicks on the link in the CSS, he will be redirected to the product landing page.
The SaphirSolution CSS
We will soon have our own CSS. This means that we can use https://shopping.saphirsolution.de/ to place advertising campaigns via our own price comparison portal. The use of our own CSS brings enormous advantages both to us and to our advertisers.
The important changes are not visible to the user but they affect the bidding auction for the ad. Google has changed the rules of the game to encourage more Google Compare Store competitors to participate in a shopping auction. If you, as an advertiser in the European Economic Area, place shopping ads based on Google Shopping, the CPC deposited via Google Ads is split into two parts: the actual CPC and a margin. The margin is a fixed percentage (20%) of the CPC, and is determined by Google. If you, as a retailer, were to place a bid of €1 via Google Shopping, around €0.20 would go to Google and €0.80 to the auction. If you were to use a different CSS, you could reduce your bid to €0.80 and equally compete with the ads imported via Google Shopping in the auction.
Initially, Google offered many generous financial incentives to encourage advertisers to switch to CSS. While most of these have since been discarded, such as the cashback option, it shows how important it is for Google to reward a switch to CSS.
Register now for Google Shopping CSS
Would you like to save up to 20% on your Google Shopping campaigns? Then, reach out to us. Our Shopping CSS specialists are happy to advise you.
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