Advertising on Google CSS can be crucial for e-commerce businesses, especially during Black Friday and Christmas – that is one of the key takeaways from our recent webinar. Last week, we hosted the second edition of our TD Experts Webinar, this time on Google CSS. As a guest speaker, we could win Aleksandra Ronkiewicz, Head of Partnerships, from Shoparize. Here's a recap of the key points discussed and why Google CSS has the potential to enhance your Brand's visibility, traffic, and conversions.
The benefits speak for themselves
Publishers specializing in Google CSS are a great way to increase your traffic and sales. Although nothing completely new -Google Shopping can be accessed by external Publishers since 2018 – many shops still don’t utilize Google CSS Publishers, primarily because of general misconceptions about the model. But the benefits speak for themselves:
CPO and Cost Savings: Product listings on Google are paid like every other Google campaign via CPC. Many Google CSS Partners offer partnerships on a CPO commission, which gives Brands a no-risk access to Google product listings.
Cost Savings: Another significant benefit is the potential 20% reduction in cost-per-click (CPC) for shopping ads. This discount effectively gives Brands 25% more bidding power compared to using Google Shopping directly.
Increased Visibility: Working with multiple CSS partners can increase your Brand’s visibility in Google searches, which potentially results in more traffic and sales.
Competitive Advantage: Merchants using CSS partners gain an edge over competitors who are not leveraging this opportunity.
Improved Ad Positioning: The CPC discount can lead to better ad positions, potentially increasing click-through rates and conversions.
Access to Specialized Tools: Many CSS partners offer additional services such as product feed optimization and advanced bidding strategies.
CSS has become essential for e-commerce businesses looking to optimize their Google Shopping strategies. As the digital advertising landscape evolves, leveraging CSS partnerships can provide a valuable competitive edge in the increasingly crowded online marketplace.
One answer that Aleksandra gave during the webinar describes the benefits and relevance of Google CSS best:
“It’s relevant because CSS partners are technology partners whose goal is to support your in-house campaigns. So, it’s a complementary part of your marketing mix. You can look at CSS partners as your additional consultants working with you, not only consulting but actually doing all the job: Pre-financing, managing your feed and campaign by using their tricks and knowledge to ensure your sales revenue is growing”, says Aleksandra Ronkiewicz, Head of Partnerships at Shoparize.
Our Google CSS webinar in a nutshell
Our host, James Maley, Head of International Partner Development & Network at TD, started with a brief overview, highlighting that CSS accounts for more than 5% of all Partner channel sales (APMA, State of the Nation Report, 2024) and with 22% YoY growth it is one of the fastest growing segments in our network. Afterwards, Aleksandra and James discussed why CSS is highly relevant, how it can complement in-house Google Shopping activities, and why it is vital for Brands to have CSS available on Black Friday. Aleksandra comprehended the discussion with a brief presentation of Shoparize and its solutions for Brands, providing details about the integration of CSS partners and giving tips to maximize performance during the Black Friday peak season: Commission increase, Google Promotions, and feed optimization (including competitive pricing, best deals, and an updated feed).
"The Christmas shopping season is picking up speed, and only a few days remain until Black Friday. However, there is still enough time to get started with Google CSS to increase visibility, traffic, and sales during the busiest e-commerce period of the year. Contact your TD account manager to discuss the best CSS strategy for you," James Maley, Head of International Partner Development & Network at Tradedoubler.
PS: If you have any questions about working with Google CSS partners or would like to get access to our webinar materials and recording, please get in touch with your TD account manager or contact us via marketing@tradedoubler.com.
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