As a response to a ruling from the European Commission, Google has recently launched its CSS Partner program to help Comparison Shopping Services (CSSs) in the EU to connect more effectively with customers on Google. A CSS is a website comparing product offers from different merchants and directing users to the merchants’ websites where they can make a purchase.
As a result of Google’s CSS program, CSSs can now submit their product data on behalf of their merchants to Google Shopping and bid on auctions, which allows their product directory to appear on Google Shopping.
To incentivize competition and open up the auction to more CSS partners, Google is now offering large discounts to non-Google properties.
This means that CSSs benefit from 20% discounts on cost-per-click (CPC) auctions and gain Google’s SpendMatch credits of up to €32,000 each month. A SpendMatch is an ad credit based on your spending within a 30 day period.
Merchants can now partner with a CSS participating in Google’s CSS Partner program and place their ads on Google Shopping. Thereby, they can enjoy benefits in countries that are part of the European Economic Area (EEA) and in Switzerland. Shopping ads for CSSs are currently available in the following countries: Austria, Belgium, Czech Republic, Denmark, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, and the United Kingdom.
Please be aware that this program may change at any time at the discretion of Google.