Comparison Shopping Services (CSS) are platforms that enable ecommerce retailers to place ads on Google Shopping. By using CSS, merchants can benefit from a potential 20% discount on clicks, making it an appealing choice for maximizing advertising efficiency. This article delves into the advantages and considerations of employing multiple CSS accounts to optimize visibility and performance on Google Shopping.
The feasibility of using multiple CSS accounts
Retailers are not restricted to a single Comparison Shopping Service account and can utilize multiple CSS partners to broaden their reach. Different CSS providers often excel in specific industries or product categories, making it advantageous for merchants with diverse product lines to collaborate with multiple CSS specialists.
Using multiple Comparison Shopping Services (CSS) won’t automatically drive up your cost-per-click (CPC). That’s because Google charges based on the next best competitor bid, not a combined total from all your CSS partners. Think of it like an auction – you only pay what it takes to outbid the closest competitor, regardless of how many CSS providers are working on your behalf. Google treats offers from all CSS partners as coming from a single source, so you’re only charged once.
Strategic benefits of multiple CSS accounts
There are many benefits to using multiple CSS simultaneously. Here are the most important ones:
- enhanced visibility: employing multiple CSS accounts can significantly boost a retailer’s visibility on the Google Shopping carousel. Each CSS may target different keywords and product categories, thereby increasing the chances of appearing in multiple search results
- complementary expertise: different CSS providers bring varied strengths to the table. Some might excel in precise targeting, while others might be better at maximizing overall visibility. By leveraging these diverse capabilities, retailers can optimize their advertising campaigns more effectively
- increased ad frequency for similar products: while ads for the same product won’t appear multiple times in the carousel, having multiple CSS accounts can lead to similar products from the same retailer appearing in search results. This increases the likelihood of capturing shopper interest across related search queries
The process of setting up multiple CSS
To leverage multiple CSS partners, retailers effectively operate with separate Merchant Center accounts for the same website. This setup allows them to appear multiple times in the same Shopping Ads results, showcasing various product options or variations to potential customers.
The process of acquiring an additional CSS partner is straightforward. Retailers can simply fill out a registration form on the CSS provider’s website, indicating their desire to create a new Google Merchant account.
The CSS provider’s support team will then guide the retailer through the necessary steps, which typically involve providing basic account information and granting access to the newly created Merchant Center account under the CSS provider’s Merchant Center account (MCA, multi-client account).
Once the new Merchant account is connected to the retailer’s Google Ads account, the product feed can be uploaded, and advertising can commence seamlessly.
Balancing the number of CSS accounts
While there are clear benefits to using multiple CSS accounts, it’s crucial to find the right balance. Adding too many CSS partners can lead to diminishing returns. The optimal number of CSS accounts varies by retailer and industry, and it’s important to monitor performance metrics to identify the point where additional CSS accounts no longer contribute to increased savings or performance improvements.
The most important things to pay attention to if you intend to use multiple CSS at the same time are the following:
- performance monitoring: regularly assess the performance of each CSS account. Evaluate metrics such as impressions, clicks, and CPC to determine the effectiveness of each partner
- cost efficiency: ensure that the costs associated with managing multiple CSS accounts are justified by the performance gains. It’s essential to avoid unnecessary expenditures that do not translate into proportional benefits
- collaborative strategy: work closely with your ad management provider to develop a cohesive strategy that leverages the strengths of each CSS partner. This collaborative approach can help in achieving the best possible outcomes from your Google Shopping campaigns
Using multiple CSS accounts can be a powerful strategy for ecommerce retailers aiming to maximize their presence on Google Shopping. By carefully selecting and managing multiple CSS partners, retailers can enhance their visibility, leverage complementary expertise, and achieve better overall performance. However, it is essential to strike the right balance and continuously monitor performance to ensure that the benefits outweigh the costs. For retailers looking to optimize their Google Shopping efforts, exploring the potential of multiple CSS accounts is a worthwhile consideration.
