This page explains why switching your CSS (Comparison Shopping Service) partner can lower your Google Shopping costs.
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European advertisers get a 20% discount on Shopping Ads clicks by using an independent CSS partner like ZenoX Media, instead of Google's default CSS.
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Did you know European advertisers can get a 20% discount on all Google Shopping clicks?
How, you ask? With CSS partners!
With ZenoX Media’s Comparison Shopping Service ZXM Shopping, you enjoy a 20% discount on your Shopping Ads CPC.
Comparison Shopping Services (CSS) are services that enable retailers to submit product information to Google Shopping. When you run Google Shopping Ads, you always work with a CSS Partner to get your products in the Google Shopping section.
By default, Google's own Shopping CSS is selected, which means 20% of your bid is paid as margin to Google. (read more about the reason for this below)
If you use a CSS Partner like ZenoX Media, 0% is deducted, meaning you have 25% more bidding power on your Shopping Ads.
In 2017, Google received a record fine of 2.4 BILLION euros by the European Commission for abuse of power and unfair use of monopoly. As a result, Google launched the CSS program, opening up the platform to third parties.