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Google Shopping & CSS

Discover the diversity of product advertising on Google

Your advantages at a glance:

  • Price comparison portal from Google for online shopping
  • Increased attention through image/text combination
  • Top positioning in Google Shopping results
  • Up to 20% less click costs with Comparison Shopping Services (CSS)

More customers and more sales with Google Shopping

Present your products to interested users directly in Google Search

Advertise successfully with Google Shopping

Google Shopping is one of the largest e-commerce platforms in the world and offers both small and large retailers great potential for acquiring new customers and achieving high sales. In order to successfully advertise your products with Google Shopping, there are a few things you need to keep in mind. Three major areas are important for the success of your ad: The data feed of your ad, the content design of your ad and a suitable click price bid – because you only pay if people really click on your ad. If your shopping ads are optimised in these three areas, nothing stands in the way of a top placement, high visitor numbers and sales at favourable advertising costs!

You want that too? Then we will be happy to support you with our expert knowledge!

Google Shopping ad formats: Where will my products be displayed?

Your Google Shopping ads can be visible to your potential customers in different ways. In Google Search, your Shopping ads will be displayed next to the search results and within Google Image Search. You will also find them under the “Shopping” tab of Google Search.

If you select the option “Include search network partners” for your ad, it will also be displayed outside Google Search on Google partner websites. Google’s display network with YouTube, Gmail and Google Discover also offers great potential for the visibility of your ad – because here potential buyers can see your shopping ads on three popular platforms of the Google network at once.

Save 20 % of the click price with CSS

More reach, clicks and sales for 20% less cost – how does it work? All Google Shopping ads in the EU require a Comparison Shopping Service (CSS), i.e. a price comparison portal, in order to be displayed. Google Shopping is itself a CSS, but it takes 20% of the budget as margin. This effectively leaves only 80% of your budget for your ads.

The solution: price comparison portals like Smarketer’s CSS partners. We waive the 20% margin – so your entire advertising budget flows into your ads. Thus, you have to pay less for a better ad position, are displayed more often on the first positions and thus get more clicks and customers.

Your product hub: the Google Shopping Merchant Center

Present your ads and products according to your wishes


How the Google Merchant Center works

With Google’s free Merchant Center, you can quickly and easily enter the product data for the products you want to promote. All the items you want to advertise on Google Shopping (and their product information) are collected in the Merchant Center and passed on to Google. This includes, among other things, the price and availability of your product, but also an appealing product description and an aesthetic product image which encourages potential customers to follow the link to your product page and buy your product.


The optimal product feed for optimal success

The product data of your articles is the key to success for your Shopping campaign. Detailed and up-to-date information forms the basis of every single Shopping ad, because this is the only way potential customers can find your items when they search for products like yours. For your individual items, you can specify a variety of attributes that tell users relevant information about their product, e.g. brand, price, product category. It is important that all information meets Google’s requirements. We help you create the perfect data feed!


Feed optimisation by Smarketer

In order to reach exactly the people who represent your future buyers with your Google Shopping campaign, you need an optimised data feed. We support you with the data feed maintenance and take care of the continuous development of your product feed. Would you like your ad to stand out even more from your competitors? Then we can help you achieve top placement in the entire Google network with merchant promotions and customer reviews.

Alfons  B. - Senior Product Strategist
Google Shopping is a must for online stores. As a Google Shopping agency, we take a close look at the Shopping feed when launching Shopping Ads. Because only if the products have good descriptions and titles will they be correctly matched in Google's comparison portal."
Alfons B., Senior Product Strategist, Smarketer

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Google Shopping CSS


Save up to 20% of your cost-per-click with a Comparison Shopping Service (CSS) like Smarketer. The switch is easy, fast and will get you more traffic for the same budget.

Google Shopping CSS FAQs


Get the answers to all of your questions regarding the Comparison Shopping Service program.