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Understanding Google Shopping Ads by Kelkoo Group
Posted on September 3, 2018
As a retailer, understanding Google’s new changes to the Comparison Shopping Service (CSS) landscape are vital if you are looking to choose the right partner for your business.
Since Google opened up its Shopping Ads on Google search in September 2017, the shopping auction system has undergone several important changes. Now, key comparison shopping partners need to complete certification to join the Comparison Shopping Partner Programme. Kelkoo Group was the first CSS to join this scheme as a Premium Partner.
It can be tricky choosing the right CSS for you and your requirements, with a range of conflicting and misleading articles online. However, as Europe’s largest comparison shopping service dedicated to creating and optimising visibility for online retailers, with coverage spanning to 31,000 merchants managing 220 million products, we want to provide you with correct and transparent information that will help when choosing a CSS partner.
How has the auction system changed?
Google has made a series of changes to the way in which the shopping auction works. Any shopping ads that are powered by Google’s own CSS are now split into two parts; the CPC and a margin – set by Google Shopping. Current market estimates believe this to be set at around 20%.
Choosing a CSS partner such as Kelkoo Group will allow you to increase your ROI, while reaching a higher position in Shopping Ads. Your bid will automatically be 20% higher compared to Google Shopping, while following the same auction process.
Benefit from SpendMatch
Signing up with an accredited CSS like Kelkoo means that you can access Google SpendMatch, with the potential to earn Google ad credit of up to 30% of your ad spend. Partnering with Kelkoo Group will provide more quality traffic to your site for the same amount of money.
However, there is no guarantee that this incentive will last forever, so signing up today will enable you to benefit from the current system.
No change to your ads display
Your shopping ads will display on both Google Shopping search results and in the shopping tab:
All CSS, including Google Shopping, have the same weight in the Shopping Ads auction.
No change to your customer journey
Once a customer clicks on the Shopping Ad, they will be directed through to the retailer product page. The only change is noticeable in the display – as the Shopping Ad link now displays the CSS partner name rather than ‘By Google’.
Why partner with Kelkoo Group?
Access Shopping Ads auction at a competitive rate, while increasing your visibility and improving your overall ROI.
Same quality of traffic while saving at least 32% of your total Google Shopping spend.
Seamlessly integrate and duplicate your campaign structure, from Google Shopping to Kelkoo Group, without the need to duplicate or create new Merchant Centre accounts, feeds or AdWords campaigns.
Coverage across all EU markets with multi-lingual support.
Support from our dedicated in-house local technical teams.
Integrate and launch your campaign within 48 hours.
No setup fees.
Staying ahead in the Shopping Ads landscape
The Shopping Ads landscape is becoming increasingly more competitive, with retailers that don’t act quickly falling far behind in terms of traffic and customers for their sites.
Choose Kelkoo Group and benefit from a quick and easy set-up, complete transparency and the support and experience to help your campaigns in little to no time at all.