For our European eCommerce brands, we've saved one of the most impactful optimizations for last.
First, some context. Back in 2017, Google got hit with a massive antitrust fine in Europe.
The EU said Google was unfairly favoring its own shopping service over competitors.
Google's solution?
They opened up their Shopping ads to third-party comparison shopping services (CSS).
This created the CSS program we have today.
Instead of running your Shopping ads directly through Google Shopping, you can run them through these authorized CSS partners.
Here's why this matters...
When you run your ads through a CSS partner, you get an automatic 20% discount on your CPCs.
This isn't a temporary promotion or a small-scale test.