The strategic partnership with Kelkoo Group CSS to advertise on Google’s different platforms

Posted on November 6, 2023

Kelkoo Group: Your Google Premium CSS Partner

In the ever-evolving world of e-commerce, businesses are constantly seeking ways to stand out and maximize their reach. One effective strategy for enhancing your presence on the different Google  channels is partnering with the right CSS (Comparison Shopping Service). In this article, we will explore the numerous advantages of collaborating with the right CSS to advertise more efficiently your inventory on the different Google channels.

What is a CSS Partner?

Before delving into the advantages, let’s clarify what a CSS partner is. A Comparison Shopping Service is a platform or website that helps users compare products and prices across different online retailers.

Since 2017 however, CSSs have a new functionality: they are a key element of advertising on the different Google platforms. In order to advertise your inventory on Google, you will need to use a CSS: either Google Shopping Europe – Google’s own CSS – or an alternative CSS like Kelkoo Group.

There are different ways to leverage different CSSs. You can use a CSS to provide additional traffic next to your own campaign(s) and create incremental clicks to your website – Scenario nr 1. Or you can use a CSS as an alternative to Google Shopping Europe and advertise on the same Google platforms as before but with different services to you, retailer – scenario nr 2.

The key is therefore to use the right CSS for the right target.

1. Enhanced Visibility

In both of the above scenarios, partnering with an alternative CSS to advertise on the different Google platforms can significantly boost your product’s visibility.

In scenario nr 1: advertising your products via different CSSs with potentially different variations of your product feed, can only allow to catch more queries and therefore increase chances to be shown or even to be shown several times with different products. This automatically increases your chances to get clicked and to get traffic to your site.

In scenario nr 2: as explained on Google’s support page, when using an alternative CSS to Google Shopping Europe – Google’s own CSS – retailers are bypassing the margin taken by Google Shopping Europe before bids enter the auction. As a result, your bids are automatically higher, and it increases chances to appear in the first boxes to the left on the search result page (SERP) and get more clicks to your page.  

2. Increased Efficiency

On top of more visibility,  the key advantage of using a CSS partner is increasing cost efficiency, and return on ad spend (ROAS).

scenario nr 1, CSS providers often offer cost-per-click (CPC) rates that could be more competitive than Google’s average rates. This can lead to significant savings at the click level while reaching targeted audience on Google and therefore create additional traffic to your page at a lower price.

In scenario nr 2, as explained in the previous section, when using an alternative CSS, you are automatically bypassing Google Shopping Europe’s margin, allowing you to increase instantly your bids, without changing anything to your setup or strategy. From experience over the last 6 years, 1 of those 3 possible evolutions happened:

  • The average CPC paid by the retailers went down while maintaining the same level of traffic.
  • The average CPC remained constant while increasing significantly.
  • A mix of the above.

It means that in any case, the ROAS went up. 

3. Expertise in Feed Optimization

The CSSs are offering different services and have a different set of skills.

At Kelkoo Group, we concentrate on optimizing product feeds, ensuring that your product information is accurate, complete, and well-structured. This is crucial for achieving better placement and visibility on Google Shopping.

Advertising on Google is not only about a high bid. You might push your bids to the limit, but if your product feed is not relevant enough and Google cannot match your inventory to the different users’ queries, high bids will lead you nowhere.

CSS partners like Kelkoo Group have years of experience and expertise in optimizing product listings for the different Google platforms. They can help enhance Product Titles and other elements of your feed, leading to more effective listings and therefore entice users to click on your listings. This can lead to higher click-through rates (CTR) and thus more traffic to your website. This is one of the features we’re most proud of here at Kelkoo Group.


Partnering with a CSS like Kelkoo Group on Google’s platforms is a strategic move that offers numerous advantages for e-commerce businesses. From enhanced visibility and efficiency to expert feed optimization, we can help you make the most of your online advertising efforts and get the edge over your competitors.

Do not hesitate to contact one of our experts, to know more:

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