Should I Switch My Comparison Shopping Service (CSS) Provider from Google?

In the world of PPC and digital marketing, few questions have easy answers—but this one does: YES! Here’s why:

Why Are There CSS Providers Outside of Google?

In June 2017, the EU Commission fined Google €2.4 billion for monopolising its Shopping channel, forcing Google to open up the CSS element for merchants advertising in Europe. However, outside the EU (e.g., the US and Canada), Google still dominates CSS.

How Do Other CSS Providers Offer Lower CPCs?

The key reason to switch is to benefit from lower CPCs. Google takes a 20% commission on merchant CPC bids, while other CSS providers charge a simple monthly fee, making them much cheaper—especially for large retailers. Imagine 20% of your ad spend going to Google instead of clicks!

Source: ProductHero

How to Leverage CPC Savings

Once you’ve switched, there are two strategies you can use:

1. Increase ROAS Targets: Lower bids to reduce CPCs while maintaining the same click volume.
2. Boost Traffic: Keep bids the same to take advantage of cheaper CPCs and increase traffic.

 

Source: ProductHero

Real Results

I recently switched a large UK retailer from Google CSS to another provider, implementing both strategies:

• Brand Shopping: Increased ROAS targets, reducing CPCs.
• Generic Shopping: Kept targets steady to increase coverage.

After just one week, the results were clear:

• CPC reduced by 17%
• Clicks increased by 10%

It’s a no-brainer—switch your CSS provider today!

Which CSS Provider Should I Use?

There are many CSS providers with varying features. Here are four I’ve used throughout my career, but all should offer the 20% savings compared to Google. Personally, I recommend ProductHero, starting at just €39/month with plenty of additional features—plus, their UK account manager Sem is great to work with!