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equation’s comparison shopping service: how can it benefit you?

In the summer of 2017, the EU Commission found that Google were in breach of fair competition rules in relation to their Google Shopping service. After a landmark fine and a slap on the wrist, the search engine was ordered to operate Google Shopping as a separate business. As a result, Google Shopping now buys traffic from Google which is then given a 20 percent markup. Unbeknown to most Google Ad users, since November 2017, Google Shopping has been charging advertisers thousands in fees without them even knowing to cover the markup. To you, the advertiser, your cost-per-click is simply the cost you pay to drive traffic to your site. But in reality, this includes a 20 percent markup that is going to Google Shopping.

introducing equation’s css

With the launch of our Comparison Shopping service (CSS), we can offer merchants the same Google Shopping traffic from the same Google search results without being stung by the additional 20 percent cost.

When searching for a product on Google, you may have already noticed the blue text label at the bottom of each ad which is linked. Often this may say ‘By Google’ but you’ll also notice that other CSS’ are appearing such ‘By equation’. From this link, you can either click on the product title or image which will take you to the seller’s product page or you can click on the blue label which will take you to the CSS’ website to view more results and compare products by the same CSS.

Take a look at the example below…

what’s the benefit to you?

The fundamental benefit of our CSS service is the money you can save on your online advertising. Let’s look at this in a real-life example – if you bid £0.50, Google Shopping will take £0.10 and use the remaining £0.40 for your Google Ads Shopping CPCs. Using our CSS service, your bid is lowered to £0.40 while still retaining the same visibility.

our google shopping experience

Working with a specialist agency to manage your Shopping campaigns and feed can take your paid media efforts to new levels. Using a CSS service means you benefit from reduced costs and improved performance, thanks to the specialist expertise of a paid media agency. As a results driven Google Shopping agency, all we have in mind is growing your sales.

Through an audience-first strategy, campaign optimisation and feed management we minimise waste, reduce spend and maximise conversions.

If you want to know more about our CSS service and how it can better your campaign performance, get in touch with our paid media experts.

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why one agency should manage your google shopping and feed management

a chat with our google shopping guru, matt patterson