Merkle | Periscopix was one of the first digital agencies to launch our very own Comparison Shopping Site platform and become an accredited Google Comparison Shopping Partner. The reason behind our decision was a simple one: to save our clients money. Merkle | Periscopix are experts in Google Shopping Ads as well as building our own tech to transform our clients’ advertising campaigns, so we were in the perfect position to build out our own Comparison Shopping Service (CSS). Ads served in this way will be displayed as ‘By Periscopix’, as opposed to ‘By Google’, on Google search engine results pages (SERP).
The Google Comparison Shopping Partner programme was launched by Google to allow CSSs outside of the Google owned service (google.com/shopping) to enter the Google Ads Shopping auction on behalf of merchants. This big change happened as a result of a hefty fine Google received from the European Commission for breaching antitrust rules. For more information on this ruling read our blog post on the subject.
The Comparison Shopping Partner Programme
To become an official Google Comparison Shopping Partner, a CSS must meet a long list or requirements and also have a team of specialists trained to help you get the most out of your Google Shopping Ads. Being a partner has one big attraction: you’re allowed to partake in the SpendMatch Incentive Program, running until the end of this year.
The incentive scheme doesn't last forever, but there are other benefits to running Shopping via a CSS rather than Google. As a result of the ruling Google are obliged to run Google Shopping as a standalone profitable business; this has meant that when we submit a bid through Google Shopping, a percentage of the bid is now taken as margin. By running through a CSS you will effectively be “saving” yourself this margin, giving you a competitive advantage in the EU that can result in either cost saving via cheaper CPCs or increased impressions and traffic if you choose to keep your bids stable.
Clients Who Have Already Benefited
Get In Touch
For more information, and to find out how you can benefit from cheaper clicks via our Comparison Shopping Service, get in touch with our team today.