Understanding Google Comparison Shopping Services

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The industry is abuzz with Google’s recent launch of their Comparison Shopping Partner programmer. Comparison Shopping Services (CSS) have been popping up left, right, and centre and many are confused about what they are and their benefits. This presentation will walk you through: the differences between Google Shopping and CSS, how it works, and why you should be using one. We will tell you everything you need to know and, most importantly, why you can’t afford to miss out!

Understanding
Comparison Shopping Services (CSS)
© 2018 Net Media Planet Ltd. All Rights Reserved
www.nmpidigital.com

3
What is a Comparison Shopping Service (CSS)
Agenda
Why Should You Care?
How Does it Work?
1
2
3

4
What is a Comparison Shopping Service
(CSS)?

5
Popularised in the late 90’s
BargainFinder is the first recognised CSS created in 1995, others like
Kelkoo came slightly later in 1999.
Primarily working as affiliates
CSS’s would drive traffic to site for brands for free and would only earn a fee
through an agreed commission level as a percentage of revenue
generated.
Initially a very big industry
In 2005 Kelkoo generated an estimated €103 million in revenue, by 2015
that figure was marked closer to €38 million according to the Telegraph.
You’re More Familiar with Them than You Think.

6
Why the Sudden Interest in Them?
Kelkoo Lawsuit - 2015
€2.4 Billion Fine
Potential Further Fines

10
Your Performance Could
Drastically Change
More People In The Auction
Differing Performance Metrics
Share Of Voice
Cost Per Click

11
Easily Test New Partners & Tech At No Risk
£15 - ROAS £5 - ROAS £10 - ROAS £7 - ROAS
£10 - ROAS Commission Model

12
But the Main Reason you Should Care is…

13
You can save over 20% just by signing up!

15
CPC Discount
This 20% reduction in Google Shopping bid
value is only applied to the SERP and not to
the Google Shopping tab

16
Spend Match
How Much Can You Earn?
● Any merchant with spend in a 30 day
period between €500 - €2,500 gets 20% of
the spend credited to that merchant's
account.
● Any merchant with spend in a 30 day
period between €2,500 - €10,000 gets
25%.
● Any merchant with spend in a 30 day
period above €10,000 gets 30%, capped at
€32,000 credit per 30 days.

18
It Works Almost Identically to Google Shopping

19
How Does it Work on the Backend?
Google Merchant Center
Google Ads (Adwords)
Discount
Spend Match

20
Pros
● Ability to test CSS vs
Google yourself
● Can split traffic by
Shopping tab/SERP
To Clone To Switch
What Does it Look Like in Your Merchant Center?
● You need a CSS Merchant Center account in order to run CSS Shopping campaigns
● Your current Google Shopping campaigns are linked to your existing Google Merchant Center
account
● You have two options in your Merchant Center setup with pros and cons to each
Cons
● Lose campaign data of
previous campaigns
● Longer lag to push
changes
Pros
● Keep campaign data of
previous campaigns
● No change to GMC
management
Cons
● Lose ability to manually
test CSS vs Google
● Can’t split SERP and
Shopping tab data

21
How do I pick a CSS Partner?
So How Do I Get Started?
Shopping Aptitude Commercial Models ServicingDirect Linking

CASE STUDY
Tackling Rising
CPCs with Comparison Shopping.
YoY Watch Shop saw CPCs increase by as much
as 100%.
● Simultaneously ran CSS alongside Google
Shopping activity.
● Applied award-winning Shopping strategy.
Results
● Saw a 32% reduction in CPCs whilst
maintaining CTR
● All activity has been moved to CSS
32%
Reduction
in CPCs

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