Get your own Comparison Shopping Service (CSS). We build your comparison site, apply to Google for you and set up your CSS.
Shopping ads and PMaxGoogle Shopping
Animated example with sample products: a shopper searches on Google Shopping, and the ads show your CSS name, By YourBrand, instead of By Google. A click on your name costs the shop nothing and opens your own price comparison site, which lists your products.
Every Google Shopping ad shows the name of a CSS, and without your own, that name isn't yours. Google's default CSS also keeps a share of every bid. With your own CSS, the name on your ads is yours, your full bid competes, and the free clicks go to your products.
Every Google Shopping ad impression shows the name of its CSS. With your own CSS, that name is yours, potentially millions of times.
Type your store or agency name. It stays in your browser.
Without a CSS of your own, Google Shopping Europe (GSE) is your default CSS, and it keeps a share of every CPC bid. The exact share isn't disclosed. It's estimated at around 20%.
Through GSE, Google's default€0.80
Through your own CSS€1.00
For €1.00 of bidding power through GSE, you'd need to bid €1.25+25%
An estimate, based on the share of around 20% that GSE is believed to keep.
Under every Shopping ad sits a "By" link with the name of its CSS. A click on it costs the shop nothing and opens that CSS's comparison site. On your own CSS site, the shopper sees your products, not your competitors'.
The free click goes to a site full of other retailers' offers.
The free click stays with your products.
Sample comparison: a click on By Google opens a comparison site with offers from many retailers, often more than 1,000. A click on your own CSS name opens your comparison site, which shows only your products.
Store owners use Google Shopping too, to buy and to watch their own ads and their rivals'. With your agency's CSS on your clients' ads, they see who runs them and can contact you.
Agencies with their own CSS show up to this audience over and over, potentially millions of times.
Store owners can find the agency behind the ads
Retailers regularly contact ProductXL after noticing our brand on Google Shopping, looking for help with their online marketing. That's why we built our White Label CSS for agencies.
CSS providers are easy to spot on Google Shopping. For an agency, it signals Google Shopping expertise, which helps win clients and hire.
CSS Partner status: on demand, Agency plan
Google's CSS Center has reports and insights on the Merchant Centers in your CSS. Use them to improve your campaigns and spot issues fast, especially when you manage many Merchant Centers.
Sample list of five Merchant Centers in your CSS. Four show no issues and one, Store C, shows 2 issues to check.
Google's CSS requirements are complex. We handle them, from your comparison site to the application, so you don't have to.
What CSS status needs, like your company name and the CSS name you want.
To Google's CSS standards, with sorting and filters. It's multilingual and can run on your domain.
We submit your CSS application to Google. Once approved, Google sets up your CSS account.
CSS account set up
We configure your CSS, onboard you, and keep helping you after setup.
A 100% success rate with clients in the triple digits, and no Google policy violations
Clear, affordable plans for every team and requirement. All prices exclude VAT.
For online stores that want the most out of their Google Shopping ads
€199instead of €199+ VAT / monthBase price
You save €240 a year
One-time setup: €399 + VAT
Book a demoMost popular
For marketing agencies that want to boost their brand when running Google Shopping
€749instead of €749+ VAT / monthBase price
You save €1,200 a year
One-time setup: €599 + VAT
Book a demoFor marketers who want to run CSS Shopping ads through affiliate marketing
€1099instead of €1099+ VAT / monthBase price
You save €1,200 a year
One-time setup: €949 + VAT
Book a demoAn extra 10% off if you use our Product Feed Management Platform as a brand, or if you're a partner agency.
CSS Partner status: a Google badge and a place in Google's official Partner Directory. Custom homepage landing page: you give us the HTML, CSS and JS, and we implement it as you request, while guiding you to respect the requirements. On demand items have variable costs, depending on the number of products and similar variables.
One country is included in each plan. Each extra country where you have clients needs extra setup and is charged per plan.
“Managing Google and Meta Shopping catalogs is significantly easier with ProductXL. The intuitive interface, smart search features, and platform integrations help us spend less time on repetitive setup and more time optimizing campaigns.”
“ProductXL helps bring more clarity to our Google and Meta product advertising. With product data and performance insights together, we can better understand what’s working and where improvements are needed.”
“ProductXL has changed how we manage product feeds and optimize PPC campaigns. From AI-generated product content to smarter feed management, it gives us practical tools to improve efficiency and keep advertising costs under control.”
“Analyzing performance across thousands of products used to require hours of manual work. ProductXL helps us quickly identify top performers, spot products wasting budget, and make more informed advertising decisions.”
“ProductXL makes product feed segmentation incredibly flexible. We use it across multiple online stores, adapting our strategies to each client’s catalog and advertising needs without rebuilding everything from scratch.”
“ProductXL eliminated much of the manual work involved in analyzing our product catalog. We can identify high-performing products faster, make better use of our advertising budget, and rely on responsive support whenever we need it.”
“ProductXL helped us identify our most in-demand and profitable products while simplifying catalog management. Instead of getting lost in product data, we can focus on the products and decisions that matter most to our business.”
“Moving to POAS gave us a much clearer picture of profitability. We can better understand which products generate profit, make smarter pricing decisions, and identify unnecessary costs that would otherwise go unnoticed.”
“What impressed us most about ProductXL is its flexibility. We can customize the platform around our catalog and business requirements instead of having to adapt our processes to the limitations of a tool.”
“What matters is knowing where your business can grow profitably, not just seeing impressive numbers in a dashboard. Having product-level profitability data helps us understand where advertising investment makes financial sense.”
“Having the right tools makes a real difference when managing eCommerce growth. Better access to product data and a more structured optimization process help us make decisions with greater confidence.”
“Growing revenue is important, but understanding what that growth costs is just as important. Looking at product performance through profitability helps us prioritize the right opportunities instead of relying only on ROAS.”
“In a challenging market, understanding your products and making informed decisions becomes essential. Better visibility into performance and costs helps us identify opportunities while being more careful with our advertising investment.”
“The biggest advantage is being able to see which products deserve more advertising investment. Instead of focusing only on sales, we can make smarter decisions based on product performance and profitability.”
“ProductXL brings structure to the way we manage and analyze our products. Having better visibility into performance helps us make more consistent decisions and focus on sustainable, profitable growth.”
“ProductXL makes managing product data much easier. The platform brings important information together, simplifies repetitive tasks, and gives us more time to focus on growing the business.”
“Managing a product catalog involves a lot of small decisions. ProductXL makes the process easier by giving us better control over product information, segmentation, and optimization across advertising channels.”
“A very practical solution for managing product feeds. Being able to organize, segment, and optimize product data in one place makes everyday work much more efficient.”
“ProductXL simplifies complex product management tasks and makes it easier to work with large catalogs. A useful platform for businesses that want more control over their product data.”
Join the stores and agencies above
Can't find your answer? Ask us during the demo.
The Google Comparison Shopping Service (CSS) program, initiated by Google, enables online retailers to feature their products on Google Shopping. This program involves partnering with various Comparison Shopping Services (CSS) providers, through which retailers can advertise on Google Shopping, enhancing their visibility.
The inception of the Google CSS program followed a €2.42 billion fine imposed on Google by the EU Commission in 2017 for breaching EU competition laws. The ruling highlighted Google's preferential treatment of its own service, Google Shopping, over other price comparison sites, leading to a mandate for fair competition. Consequently, Google Shopping Europe (GSE) was established as a separate entity, serving as the default CSS provider for merchants not aligned with any other CSS.
To sustain economically, GSE is believed to retain about 20% of all CPC bids, effectively utilizing only 80% of these bids for shopping ads. However, selecting an alternative CSS partner, such as Product XL, exempts retailers from this fee, potentially raising CPCs by up to 25% compared to using GSE.
To switch to a CSS, retailers must register with a CSS provider, which then submits a switch request to the relevant Merchant Center. Once approved, Shopping Ads not only gain the CPC advantage but also display the name of the chosen CSS provider, enhancing the ad's credibility.
At Product XL, we diligently ensure that our customers consistently meet all Google CSS requirements. Our expertise in this area is solid, as evidenced by our 100% success rate with clients in the triple digits and no violations of Google policies. This is largely due to our close collaboration with Google in developing our White Label CSS solution, ensuring complete compliance.
The process for setting up your own white label CSS with us is straightforward:
The Google CSS program operates irrespective of the bidding strategies, campaign configurations, or account settings. When employing a CSS, the effective Cost Per Click (CPC) for Google Shopping ads can rise by up to 25% across all configurations. Moreover, the CSS provider's name is prominently displayed at the bottom of the shopping ads.
Yes, you can use free listings when using a CSS.
To qualify as a Google CSS provider, certain criteria must be met, which can be a complex and unfeasible task for many agencies or shops. This is where our services become invaluable. We handle all the requirements, ensuring our clients don’t need to worry about the intricacies involved.
The prerequisites for becoming a Google CSS provider include having a registered business in an EU country and owning a Google Merchant Center account. Additionally, you must operate a price comparison website equipped with a competent search algorithm, including filtering and sorting capabilities. For certification in each country, your site should feature products from at least 50 local retailers, and ideally, it should allow comparison of offers from multiple providers for each product.
The Google CSS program is currently active in 21 European countries and Product XL White Label CSS solution works in all of these countries. The countries are: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Great Britain, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland.
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Prefer to talk now? Call our Bucharest team at +40 767 46 1111
We'll contact you to schedule the demo.
Label every product by its sales, ROAS and clicks, and bid by label.
See competitor prices and stock next to yours, product by product.
Bid on the profit each product makes, not only on its revenue.
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