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Comparison Shopping Service (CSS)

Supercharge your Google Shopping Ads activity with our Comparison Shopping Service (CSS).

The EU ruling

Following the European Commission’s June, 2017 Decision, Google has made Shopping ads on Google general search results pages in the EEA and Switzerland equally available to all qualifying Comparison Shopping Services (“CSSs”). Precis was one of the first agencies in Europe to build a CSS service and we are constantly developing our service to ensure that our customers stay one step ahead of the competition.


Making Shopping Ads equally available means that Google will have to compete on the exact same premises as CSSs. This means that CSSs will get a discount on all Shopping Ads auctions. All in all this represents an opportunity for advertisers to run Shopping Ads with lowered CPCs.

Reduced CPC levels

When running a normal Google Shopping campaign, the bid is reduced with a margin. This margin is not reduced when running Google Shopping through a CSS, meaning that CPC levels will decrease. The margin is currently 20% and that will stay unless the EU Commission change their ruling.

100% transparency

When running Shopping Ads via Precis CSS, we will always operate with 100% transparency on spend match and reduced CPC levels. As a client, you will have full access to the CSS Merchant Centre account and the CSS activity will be running from your current Google Ads account.

Some of the retailers using our CSS service