How do you become a Google CSS Partner?
Interested in becoming a Google CSS partner? If you're a marketing agency, you may be contemplating the benefits of using Google Comparison Shopping Services (CSS) for your clients or even considering becoming a CSS provider yourself. In this comprehensive article, we will explore the pros and cons of the Comparison Shopping Services Program, the process of registering as a CSS partner, and the wide range of benefits it entails.
What is a Comparison Shopping Service?
To begin, let's understand the concept of a Comparison Shopping Service (CSS). Essentially, a CSS is a dynamic price comparison platform that gathers prices from a variety of online stores. This allows visitors to easily find the most competitive deals. Google Shopping is Google's CSS that promotes Shopping ads on Google's search results page.
What is the similarity between Google CSS and Google CSS Partners?
Just like Google's CSS, Google Partners can display product ads for products available on their Comparison Shopping Service website. In addition to Google's CSS, there are many other Google CSS Partners, just like Acsser.com.
A Shopping ad from a CSS Partner resembles Google's CSS. The only visual difference is that the link below the ad, where it usually says "By Google," instead reads "By [CSS provider]".
Why is it profitable to offer a Comparison Shopping Service to your customers?
As a marketing agency, you want to create the best possible value for your clients. That's why it becomes interesting to offer a different Comparison Shopping Service than Google's own CSS. A CSS Partner (such as Acsser.com) gets a 20% reduction in bidding costs in auctions to "compete" against Google's own CSS on Shopping ads.
So, why do CSS providers get a lower CPC cost? In June 2017, the European Commission ruled that Google should pay a fine of 2.42 billion euros for violating EU competition laws through its Google Shopping service. Google was accused of abusing its dominant position as a search engine by favoring its own price comparison shopping service in its search results. The EU argued that this market dominance hindered fair competition and gave Google an unfair advantage over other e-commerce platforms.
To address this, Google was required to open up its shopping service to other price comparison providers to deliver ads, paving the way for the emergence of Comparison Shopping Services (CSS). You can read more about "The history of Google CSS and how e-commerce businesses benefit from switching CSS partners." HERE. It is for this reason that Google now allows other price comparison websites to advertise at a 20% lower cost.
For this reason, becoming a Google CSS Partner can be a significant advantage compared to your competitors who do not offer a CSS program. Utilize the 20% lower CPC costs to generate higher revenue and increase profitability for your clients.
How do you become a Google CSS Partner?
With the advantage of a 20% lower CPC cost, a natural question arises: Why doesn't everyone join to become a Google CSS Partner? Well, the answer lies understandably in the conditions that pave the way for such a partnership.
Below are the core requirements to become a CSS Partner:
- You need to create a website for your Comparison Shopping Service (Price Comparison Website) that also has additional requirements. Here are some of them:
- Advanced web design
- Various data requirements
- A minimum number of stores
- Maintenance
- Safety
- Shopping ads must meet all criteria for Shopping Ads policies and data specifications.
- You must provide links that lead directly to product landing pages.
- You must have 2 employees within the company who are certified in CSS, and these certifications need to be renewed annually.
- You must upload product data for each store and update it frequently.
Here you can read Google's full list of minimum requirements to become a CSS Partner.
Some benefits of becoming a Google CSS Partner include:
- Receive a significant 20% discount on auction bids on Google Shopping.
- Increase brand visibility by having your name featured alongside customer ads.
- Gain access to Google CSS support.
- Take advantage of the resources in the Education Hub.
- Receive rewards, including listing in the CSS Partner Directory, badges, and exclusive recognitions (premium level).
...some disadvantages of becoming a Google CSS Partner:
- A strict and comprehensive list of stringent requirements to become Partners.
- Creating a Comparison Shopping Service page, which also requires maintenance.
- Develop a strategic plan that includes client support, website maintenance, and performance optimization.
- Stay on top of the constantly evolving world of CSS. Be prepared to act efficiently.
- Renew the CSS certification every year.
Is it worth becoming a Google CSS Partner, or should I instead offer a different CSS Partner service?
So, before submitting an application to become a Google CSS Partner, let's summarize the advantages and limitations of becoming a CSS Partner.
As mentioned earlier, it will be profitable for you and your clients if you become a CSS Partner, BUT there are quite a few requirements that you need to meet to become a CSS Partner.
On the other hand, being a CSS Partner while juggling all the other activities that come from your core business can make it challenging to keep up, as it will require time and effort.
If you want to fully focus on your agency and still enjoy the benefits that a CSS Program offers, then choose an existing Google CSS Partner instead.
Acsser offers the lowest prices and a dedicated contact person. We save you time and money, so you can focus on what's important. Check out our prices HERE.
