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