How To Increase Ecommerce Sales by Spending Less with Google CSS
Multichannel marketing will be familiar to anyone working in the online retail space. The challenge of keeping up with the latest innovations can be difficult, whether you are coordinating strategy or focused on one specialism. But the opportunities available via the relatively new introduction of Google Comparison Shopping Services (CSS) are essential knowledge for anyone involved in promoting an E-Commerce business. Most marketing and advertising campaigns are designed to target one section of the conversion funnel to lead customers to make a purchase. But Google CSS effectively shortens the customer journey, removes any brand disparity, and can deliver more sales for less budget. While it doesn’t replace the need for multiple marketing channels, it puts you immediately onto a level playing field at the top of search results pages. Why Use Google CSS? When it comes to Google Shopping, most brands have focused on advertising via Product Listing Ads to target specific long-tail queries. And that has worked fairly well alongside SEO, Direct Marketing, and Social Media. In the UK, Google Shopping Ads account for around 82% of all retailers' search ad spending (76.4% in the U.S.). SEMrush shows the occurrence of shopping ads in SERPS as high as 60% for a typical month in 2019. Some industry research showed click growth slowing on PLA inventory in early 2018, before massive growth, particularly on mobile devices. This is attributed to the increasing presence of Google Shopping carousels on increasingly generic top-of-funnel queries in addition to specific product searches. The ability to appear in those prominent advertising spaces for queries at each level of the conversion funnel is a valuable opportunity for E-Commerce brands operating in the European Economic Area and Switzerland. Following an EU antitrust ruling in 2017, the cost of Google CSS has also come down significantly. To promote competition, Google has worked to improve the visibility of product comparison services and increase ad inventory for Comparison Shopping Partners. In addition, Google Shopping Europe has also been split into a separate company from the parent group. That has led to several big benefits for retailers and agencies working on their behalf: Google has operated a discounted Cost-Per-Click model to increase the presence of other CSS providers, which has meant CPCs around 20% lower for third party services on the Google platform. In addition, Google Shopping Europe is now required to show a profit and takes a 20% margin from your advertising spend. By contrast, CSS Partners can utilize your whole budget, and a few Premium CSS Partners are confident enough to work on a CPA basis, meaning you only pay a commission on completed sales. You are not limited to a single CSS provider. By design, only one instance of the same offer should display in each ad unit, but different products from the same merchant can appear via different CSSs. More display inventory won’t mean higher costs; a merchant won’t be second-priced against itself. This means all CSS bids competing against each other on behalf of the same merchant are treated as if they came from the same place.

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