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Lierika Nemykina
Customer Operation Department Team Lead
Free consultation
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Netpeak is a certified Google Comparison Shopping Services Partner.
Netpeak has partner status in all countries where the program is available. Using Netpeak CSS leads to more effective shopping campaigns, increased revenue, and optimized costs for your business.
Google Shopping is arguably the most important instrument for e-commerce projects among all of Google's advertising tools.
If for some reason you are not yet using it, we can help you set it up. And if you're having trouble making it profitable, we can ensure at least a 20% increase in it's effectiveness.
A CSS is an offer aggregator, i.e., a website that collects offers for products from online merchants and then directs users to the merchant's webpage to make a purchase.
It is not obligatory for your specific offers to be present on this aggregator site. This is required only to certify the partnership with Google.
Once the CSS certification is obtained, the partner agency becomes the necessary link and acts as the intermediary between the merchant and the shopping ads on Google.
Shopping ads contain more than just text — they show users product photos, plus titles, prices, store names, and much more. The product ad is displayed at the top or on the right side of the SERP results. It may also be displayed in the Shopping tab (available in some countries), Google Images, the Google Search Partner pages, and the Google Display Network, which includes YouTube, Gmail, and Google Discover.
Main advantages of shopping ads:
In Europe, many CSS partners have enabled merchants to reach millions of customers through shopping advertising. The traditional Google Shopping CSS is just one of them. Netpeak CSS is another option.
Certified CSS service providers, including Netpeak, have a 20% competitive advantage in auctions over shopping ads placed directly through Google Shopping CSS.
This is implemented in accordance with the European antitrust law. The competitive advantage is a unique opportunity available only in countries that are members of the European Union, Switzerland, and the United Kingdom.
As a CSS partner, Netpeak has a 20% competitive advantage in auctions. Depending on the bid strategy that is used, this advantage can be expressed as a preferential cost-per-click from Google at 20% lower costs or as significantly increased coverage and effectiveness of your ad when using bid-based conversion strategies. This means that Netpeak CSS gives you better results with the same advertising budget. Google Shopping Ads have been proven to generate 26% higher conversion rates and have a 23% lower cost-per-click than text ads.
We have 16 years of experience in the field of online advertising, with hundreds of successful projects around the world. Our specialists have over 250 certificates of qualification in Google Ads.
Netpeak, as a Google CSS partner, has many advantages in addition to the 20% increased efficiency. Thanks to the CSS program, Netpeak receives individual consultations and training from Google and has access to beta tools that are not available to ordinary advertisers.
Shopping advertising for comparative shopping, combined with the Netpeak CSS service, will significantly increase the return on investment (ROI) for all e-commerce players. This is particularly advantageous in areas where margins are shrinking, foreign traders are present, or competition is rapidly growing.
«Usinesses that act on time will increase their market share. Using CSS has become an industry-standard in Western Europe — it's just not profitable to advertise without CSS. The sooner you take advantage of the +20% provided by Netpeak CSS, the greater your competitive advantage will be.
The CSS program is constantly evolving and Google is invested in making the service as popular as possible. Unlike some allowances that are only initially given, the 20% advantage for CSS Partners is likely to be available for a long time, making Partner advertising highly effective.
However, let's not forget: CSS is the result of a political decision and there is a possibility of the conditions changing. The important thing is that the program is currently active, so take advantage of it as quickly as possible.
The CSS partner acts as a link or an intermediary between the merchant and their shopping ad on Google. Apart from Google, there are other CSS partners, including Netpeak, that give you a 20% advantage. It is also entirely possible to advertise through multiple CSS partners simultaneously (this requires multiple Merchant Center accounts and multiple campaigns).
Each CSS partner gets a 20% price advantage in their CPC bids in real-time bidding to display ads from shopping campaigns that will compete with Google CSS. In practice, this means that a bid of EUR 1.6 from a partner during the auction has the same value as a bid of EUR 2.0 by Google CSS. In other words, those who advertise through Google CSS must bid 25% more in the auction than those who advertise through a CSS partner.
This discount is not an actual reimbursement of CPC costs, but an advantage in real-time bidding for a specific bidding position against Google CSS. If you work with a CSS partner, your ads will start from a better position, participate in more auctions, and are likely to get more impressions. CSS partners do not have a price advantage over each other.
They also do not have a price advantage in dynamic remarketing ads, which is a part of Smart Shopping Campaigns. The obvious benefits of CSS including a cost-per-click reduction will only be seen in a standard CPC bid shopping campaign. In a smart shopping campaign or a simple but bid-based conversion strategy, the benefits will generally not be fully reflected by reduced cost-per-click. But a thorough analysis will find the benefits scattered across various indicators, such as increased volume and the number of transactions.
While a test run is possible, it is a complex and time-consuming process. You must create a separate Merchant Center account through the Partner and launch new Google Ads campaigns and ads. The account and campaigns will have no history, which inevitably worsens the initial results, especially with regard to possible volume. Such users often decide to switch to full migration very quickly, as the advantage of advertising through a CSS partner is pretty obvious.
It depends on your preferences. You can give us access to both the Google Ads and Merchant Center accounts, or just the Merchant Center. Alternatively, in option number 3, you can decide not to grant us access to anything and still continue to use the full power and advantages of Netpeak CSS.
