How do you become a Google CSS Partner?
Interested in becoming a Google CSS Partner? If you're a marketing agency, you might consider the benefits of using Google Comparison Shopping Services (CSS) for your clients, or even becoming a CSS provider yourself. In this comprehensive article, we’ll explore the pros and cons of the Comparison Shopping Services program, the process of registering as a CSS partner, and the wide range of advantages it offers.
What Is a Comparison Shopping Service?
To begin, let’s understand the concept of a Comparison Shopping Service (CSS). At its core, a CSS is a dynamic price comparison platform that aggregates prices from various online retailers. This allows visitors to easily find the most competitive offers. Google Shopping is Google’s own CSS, used to promote Shopping ads on Google’s search results page.
What’s the Difference Between Google CSS and Google CSS Partners?
Just like Google’s own CSS, Google CSS Partners can display product ads for items listed on their price comparison websites. In addition to Google’s CSS, there are many other certified CSS partners, such as Acsser.com.
A Shopping ad served through a CSS partner looks almost identical to one served by Google CSS. The only visual difference is the attribution link below the ad, where it normally says “By Google.” When using a CSS partner, it will instead say “By [CSS provider].”
Why Is It Profitable to Offer a Comparison Shopping Service to Your Clients?
As a marketing agency, your goal is to deliver the best possible value to your clients. That’s why offering an alternative Comparison Shopping Service—other than Google’s own CSS, can be a smart move. A CSS Partner (such as Acsser.com) benefits from up to 20% lower bidding costs in Shopping ad auctions, as they "compete" with Google’s own CSS.
So, why do CSS partners receive lower CPC rates? In June 2017, the European Commission fined Google €2.42 billion for violating EU antitrust laws through its Google Shopping service. Google was accused of abusing its dominant position as a search engine by favoring its own comparison shopping service in search results. The EU ruled that this dominance stifled fair competition and gave Google an unfair advantage over other e-commerce platforms.
To comply with the ruling, Google was forced to open up its Shopping platform to external comparison shopping services, leading to the rise of CSS partners. You can read more about "The story behind Google CSS and how e-retailers benefit from switching CSS partners" HERE. As a result, Google now allows other comparison shopping websites to advertise on Shopping with a 20% cost advantage.
For this reason, becoming a Google CSS Partner can give you a significant edge over competitors who don’t offer a CSS program. Use the 20% lower CPC costs to drive higher revenue and boost profitability for your clients.
How Do You Become a Google CSS Partner?
With the advantage of up to 20% lower CPC costs, a natural question arises... Why doesn’t everyone become a Google CSS Partner? The answer lies, of course, in the specific requirements needed to qualify for such a partnership.
Below are the core requirements to become a CSS Partner:
- You need to create a Comparison Shopping Service website, which comes with additional demands, such as:
- Advanced web design
- Various data compliance requirements
- A minimum number of retailers onboarded
- Ongoing maintenance
- Security standards
- Your Shopping ads must meet all requirements of Google’s Shopping Ads policies and product data specifications
- You must provide links that lead directly to product landing pages
- You must have at least two employees certified in CSS, with certifications renewed annually
- You must upload product data for each store and keep it regularly updated
You can read Google’s full list of minimum requirements to become a CSS Partner here.
Some Benefits of Becoming a Google CSS Partner:
- Receive a significant 20% discount on auction bids in Google Shopping.
- Increase brand visibility by having your name displayed under client ads.
- Gain access to Google CSS support.
- Take advantage of resources in the Education Hub.
- Earn rewards, including listing in the CSS Partner Directory, badges, and exclusive recognition (premium level).
... Some Drawbacks of Becoming a Google CSS Partner:
- A strict and extensive list of requirements to qualify as a Partner
- The need to create and maintain a fully functional comparison shopping website
- Developing a strategic plan that includes client support, website maintenance, and performance optimization
- Staying on your toes with the constantly evolving CSS landscape—be prepared to act quickly
- Renewing CSS certifications annually
Is It Worth Becoming a Google CSS Partner, or Should I Offer an Existing Partner’s Service Instead?
Before you apply to become a Google CSS Partner, let’s summarize the benefits and limitations of doing so.
As mentioned earlier, becoming a CSS Partner can be profitable for both you and your clients. However, there are significant requirements you must meet to qualify as a partner.
On the other hand, being a CSS Partner while managing all other aspects of your core business can be time-consuming and demanding—it requires both effort and ongoing performance.
If you prefer to focus entirely on running your agency while still enjoying the benefits of the CSS program, it may be more efficient to partner with an existing Google CSS provider.
Acsser offers some of the lowest prices in the market and provides you with a dedicated account manager. We save you time and money, so you can focus on what matters most. See our pricing HERE.
