Is Choosing a Google Shopping Partner Incremental, or is it the New Paid Search? - PerformanceIN

Before 2018, if you wanted Shopping Ads as part of your demand strategy you could only buy through Google. Now Google is just one of 90+ partners and there is a significant incremental opportunity to be seized by savvy retailers looking to drive ecommerce success for their brand.

Following a 2.4 billion fine from the EU commission, Google opened its market to the competition and established Google Shopping as a separate company inside the Alphabet Group. Now known as Google Shopping Europe it must be profitable on its own terms, as well as take around a 20% margin out of an advertisers’ bid, aligning it much more closely to the model of other agencies and technologies buying on the platform.

Now the Comparison Shopping Services (CSS) Programme features over 90 providers that can act as buying partners for shopping ads. And the leading retailers in the market are leveraging different CSS partners to drive an incremental revenue opportunity by growing their share of high intent search.

The incremental opportunity

The primary misconception with Google Shopping Partners is that working with more than one CSS would lead to cannibalisation of your primary campaign. In fact, given the Shopping Ads auction is a second price auction, you can’t bid against yourself, and more retailers are taking advantage of the option to boost impression share and coverage by working with multiple partners.

Ensuring incremental value is achieved does take careful consideration as each partner will...

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