The Complete Guide to Google CSS: How to Save 20% on Every Click

What is Google CSS?

Google CSS (Comparison Shopping Service) is a program that allows certified partners to display Shopping ads on behalf of merchants. This system was introduced after the European Commission's antitrust ruling in 2017, which required Google to open up its Shopping service to competition.

When you use a CSS partner like Prudukt instead of Google's own Shopping service (Google Shopping Europe), you can save up to 20% on your cost-per-click. This is because Google applies a margin to bids from its own service, but not to bids from CSS partners.

How Does CSS Work?

The CSS system works by having certified partners submit Shopping ads on your behalf. Here's how the process works:

1. You connect your Google Merchant Center to a CSS partner
2. Your products are submitted through the CSS partner's platform
3. Your ads appear with the CSS partner's name (e.g., "By Prudukt")
4. You pay up to 20% less per click compared to Google Shopping

The ads look identical to regular Shopping ads and appear in the same positions. The only visible difference is the small attribution text at the bottom of each ad.

The Math Behind CSS Savings

Let's break down the actual savings with a real example:

| Metric | Without CSS | With CSS | |--------|-------------|----------| | Monthly Ad Spend | €10,000 | €10,000 | | Average CPC | €0.50 | €0.40 | | Total Clicks | 20,000 | 25,000 | | Extra Clicks | - | 5,000 |

With the same budget, you get 25% more clicks. Or, if you want the same number of clicks, you save €2,000 per month.

Why Aren't All Merchants Using CSS?

Despite the clear benefits, many merchants still haven't switched to a CSS partner. Here are the common reasons:

1. Lack of Awareness

Many e-commerce businesses simply don't know that CSS exists or how it works. Google doesn't actively promote the program since it reduces their revenue.

2. Fear of Change

Some merchants worry about disrupting their existing campaigns. In reality, switching to CSS requires no changes to your Google Ads campaigns, bidding strategies, or product feed.

3. Perceived Complexity

The CSS system can seem complicated, but with the right partner, the switch is seamless and takes just a few minutes.

How to Get Started with Prudukt CSS

Getting started is simple:

1. Sign up for a free account at Prudukt
2. Connect your Google Merchant Center using our secure OAuth integration
3. Your products switch to CSS within minutes
4. Start saving immediately on all your Shopping ads

There's no minimum spend, no long-term contracts, and stores with less than 100 products can use our CSS service completely free.

Conclusion

Google CSS is one of the most straightforward ways to reduce your advertising costs. With no risk, no changes to your existing setup, and immediate savings of up to 20%, there's no reason not to make the switch.

Ready to start saving? Get started free with Prudukt today.