Partnering with Google CSS partners [3 key takeaways]

After the introduction of the Google Comparison Shopping Service (CSS) Partner Program, the number of CSS partners in the market grew rapidly. At the time, limited documentation and knowledge led to uncertainty among advertisers about how CSS partnerships worked and whether they added value alongside existing Google Shopping campaigns.

Since then, Google has clarified the role of CSS partners by introducing stricter requirements. As a result, the number of active CSS partners has decreased, and within the Daisycon network only verified, high-quality CSS partners remain active. Today, CSS partnerships have matured into a stable, performance-based extension of Google Shopping.

Research for more insight

What are the advantages of working with a CSS partner within affiliate marketing? And how can a CSS partner operate alongside your own Google Shopping campaign?

Despite CSS being available for several years, we still see that many advertisers only understand the basics. To provide clearer insight, Daisycon combined internal expertise with feedback from advertisers actively working with CSS partners.

Together, this results in answers to three key questions:

• When should you choose a Google CSS partner?
• What are the most important benefits?
• What does a partnership with a Google CSS partner look like in practice?

1. When should you choose a Google CSS partner?

While many Daisycon advertisers actively work with one or more CSS partners, there is still a group that has not yet explored this opportunity. The most commonly mentioned reasons for starting a CSS partnership are increasing reach and visibility on Google Shopping, and generating additional transactions.

These benefits can apply even when you already run your own Google Shopping campaigns.

Considerations when starting with a CSS partner

A large share of advertisers indicate that their primary motivation for working with a CSS partner is to increase visibility within Google Shopping placements. Others value the operational relief: knowing that their Shopping campaigns are actively optimised by specialists.

Most advertisers continue to run their own Google Shopping campaigns alongside CSS partnerships. In some cases, advertisers outsource Shopping activities to one or more CSS partners, depending on internal capacity and expertise.

Working with multiple CSS partners

Many advertisers collaborate with more than one CSS partner simultaneously. This can increase coverage, but relevance remains key. One strong CSS partner can sometimes deliver similar results to multiple less relevant partners. The optimal setup depends on your product range, margins, and competitive landscape.

The chart below illustrates how advertisers often experience the effect of CSS partnerships alongside their own Google Shopping activities.

In practice, CSS partnerships do not negatively impact existing Google Shopping campaigns. On the contrary, combining both often leads to increased overall performance.

2. What are the most important benefits of Google CSS partners?

Beyond incremental performance, advertisers commonly mention the following benefits when working with CSS partners:

Higher visibility and incremental revenue

Many advertisers report increased traffic and transactions after activating one or more CSS partners in addition to their own Google Shopping campaigns. CSS partners can expand reach within Shopping placements without replacing existing efforts.

Performance-based cost model

Unlike traditional Google Shopping campaigns where costs fluctuate based on CPC, CSS partnerships can run on a commission-based model. Advertisers pay for confirmed sales, which reduces risk and creates room for flexible commission structures, for example at product or category level.

Expertise and operational efficiency

CSS partners specialise in Google Shopping. They combine technical capabilities with experience across multiple advertisers and industries. This expertise translates into more efficient campaign optimisation and relevant strategic insights.

For many advertisers, this also means significant time savings. Managing Google Shopping campaigns can be complex, and CSS partners help reduce operational workload while maintaining performance.

Testing and flexibility

Advertisers can start CSS partnerships using a full or customised product feed. This allows for controlled testing, for example by excluding low-margin products or focusing on specific categories.

Google Shopping ads are matched based on product data, not keywords. However, it is possible to exclude certain search terms using negative keywords, for example your webshop name or brand terms, depending on your strategy.

Some CSS partners offer trial periods, making it possible to assess impact with limited risk before scaling further.

3. What does a partnership with a Google CSS partner look like?

Once a CSS partner is selected, the collaboration can start quickly. Advertisers remain in control and decide which partners are allowed to promote their products. Daisycon can also advise on suitable partners based on target audience and campaign goals.

Working via Google Merchant Center

The CSS partner sets up and manages a Google Merchant Center environment using the product feed provided through Daisycon. This Merchant Center forms the basis for creating Google Shopping ads and managing campaign performance.

Based on this feed, Shopping ads are generated and optimised by the CSS partner, who participates in the Shopping auctions on the advertiser’s behalf.

The diagram below visualises how traffic and costs flow through Google Shopping when combining your own activity with CSS partner promotion.

Launch and optimisation

In most cases, a CSS campaign can be live within a short timeframe. During the initial period, close communication between advertiser, CSS partner, and Daisycon is recommended to monitor performance and make adjustments where necessary.

Performance-based model

Traffic generated through CSS Shopping ads is funded by the CSS partner. When a sale occurs, the partner receives a commission through Daisycon’s platform. This aligns incentives and keeps the focus on performance.

Ready for more traffic and transactions?

Three key takeaways for working with Google CSS partners:

• CSS partnerships can help increase reach and incremental revenue within Google Shopping placements.
• Risk remains limited due to performance-based compensation and testing options.
• Advertisers pay for actual results, not for clicks.

Interested in learning more? Feel free to get in touch, or continue reading related articles:

• Setting up a successful performance-based Google Shopping campaign
• The power of good quality product feeds in online marketing