The Role of a CSS Partner

From product data to live ads, the journey to Google Shopping involves several steps. But the real difference lies not in the setup, but in the Comparison Shopping Service (CSS) partner you choose. With Bigshopper, your full ad budget goes into the auction, you pay a low fixed monthly fee, and gain access to powerful tools and expert support, all designed to help you grow.

Where to start?

Once your Merchant Center is approved, you connect it to your Google Ads account and set up a Shopping campaign. You decide which products to promote, define your daily budget, and choose your bidding strategy.

To boost campaign performance, you can advertise via a CSS partner like Bigshopper. get more out of your campaigns, you can advertise through a CSS partner like Bigshopper. The big advantage: with Bigshopper, you don’t pay per click, but you pay a fixed monthly fee.

Once your campaign is active, your products are automatically entered in Google’s ad auction. There, it’s determined whether and when your ads are shown in Google Shopping, based on your bid, product relevance, and data quality. With everything properly configured, your products will appear in the Shopping results and customers can click through directly to your webshop. This increases both visibility and performance in a smart and measurable way.

Where does Bigshopper come in?

When you advertise via Google Shopping, you are automatically using a CSS Partner. Many advertisers are unaware of this, as Google selects its own service, Google Shopping CSS, by default.

What you don’t see is that Google retains a margin of around 20% on every bid. This margin doesn’t go to your ad budget, but disappears into Google’s pockets.

A CSS Partner like Bigshopper provides an alternative. Instead of advertising through Google's own CSS, you can advertise through an independent partner. For the consumer, nothing changes: your products still appear in Google’s Shopping results. The only visible difference is that the name under the product changes from ‘by Google’ to, for example, ‘by Bigshopper’.

How does a CSS Model work?

• Before your product appears in Shopping results, a full process takes place behind the scenes. As mentioned, Google retains approximately 20% of your bid if you use its own CSS. Since your bid directly affects your ad position, that margin has a major impact.

Bigshopper CSS works differently. We charge a low fixed monthly fee, for example, just €29 for our Basic package. This means your entire budget goed into the auction, delivering better value for money.

• Let’s look at an example:
• If your advertising budget is €10.000, using Google Shopping CSS would mean that approximately €2.000 is lost to Google’s margin. With Bigshopper, you keep the entire €10.000 in the auction and only pay €29. That’s a significant difference in efficiency and return on investment.

Bigshopper Extra's

A good CSS Partner does more than just submit your bid in the auction. With Bigshopper, you gain access to a rich knowledge center, help with issues, and we offer smart marketing tools in one of our packages. For example, you get an uptime monitoring tool that alerts you if your webshop goes offline, or a LabelWiser tool that helps you identify which products are driving profit, and which are not. These tools contribute to stronger campaigns, better insights, and ultimately higher conversion rates.

All of these elements contribute to a strong online presence, better campaign performance, and ultimately higher conversions.

As a Bigshopper client, you also receive free product listings on our own comparison platform. Bigshopper has been active since 2007 and operates across Europe. The platform helps consumers make informed buying decisions by offering product images, descriptions, specifications, and even price history. And all of this comes at no extra cost to you as an advertiser.

Why choose Bigshopper as your CSS Partner?

Bigshopper is not just any CSS Partner. As a Premium Google CSS Partner, we can participate directly in the Shopping auction on your behalf. You don't pay per click, you pay a low, predictable monthly fee. This gives you complete control and transparency over your advertising budget.

We also continuously invest in innovative tools and customer support. Our specialists are available to assist you with Merchant Center issues, feed problems, or optimization opportunities. Even after switching to Bigshopper CSS, Google Support remains available, allowing you to benefit from double security.

Whether you're just starting with Shopping campaigns or have years of experience, Bigshopper offers a scalable, transparent, and cost-effective alternative. More visibility, lower costs, and expert support.

That is the real value of a great CSS Partner.