We had a fantastic turnout for the webinar with Google this week! Thanks again to Benedikt von Kageneck for being our guest expert on all things CSS. (BTW ... if you'd like the recording, drop me a note in the comments.)
The main takeouts were:
🛡 Google actively recommends working with more than one CSS partner. First to increase product reach but also to safeguard your shopping accounts if one campaign runs into issues.
⚙ Not all CSS are the same. Each has different services and business models and advertisers are advised to test different options to find the right balance and number of partners for them.
✔ When multiple partners operate in the same auction together, Google will do its best to not show the same product twice.
🏆 Google will not charge the advertiser more for having multiple CSS as the second price auction rule always holds true.
“ A merchant will never be second-priced against itself in the auction for any offer, and that rule holds irrespective of the number, or identity, of the CSSs used by the merchant.”
❌ Specifically on this point, Benedict stated “there is no cannibalisation” between CSS partners working on the same advertiser.
⏳ The only risk to consider when working with multiple CSSs would be that an advertiser has enough resources to support extra partners.
🎯 When considering measurement, aim to use the same target and measurement tactics between your self-managed campaign and your CSS partners. This allows real comparisons between the campaigns.
🗺 If incrementality testing is desired, CSS partners and advertisers can run several methodologies, both causal impact studies as well as AB testing geo split tests.
📈 Following increased regulation, Google just launched exclusive CSS shopping ad formats only available to non-Google CSS partners.
This development is a key reason why every advertiser needs to expand beyond Google and also test these new placements.
If you would like to get a copy of the recording, drop me a note in the comments.
#css #connexity #incrementality
The ever-evolving CSS landscape can be confusing for retailers, but it doesn't have to be!
Join us next week for an exclusive webinar where we'll dive deep into the world of Comparison Shopping Service (CSS) partners, alongside our special guest speaker from Google.
📅 Date & Time: 18 June 2024, 11:00-11:45 BST.
🔗 Register here: https://lnkd.in/eXP_t3DU
In this insightful session, Jon Lord, our VP of Business Development, and Benedikt von Kageneck, CSS Industry Manager, EMEA at Google, will provide invaluable insights into:
💡 The evolving landscape of CSS and its impact on retail.
🚀 Practical strategies and tips to leverage CSS partnerships for enhanced retail performance.
❓ Addressing your burning questions and concerns surrounding CSS.
Don't miss this opportunity to gain actionable strategies and unlock the secrets to retail success with CSS partners.
🔗 Secure your spot now by registering here: https://lnkd.in/eXP_t3DU
Can't make the live webinar? No problem! Still be sure to register, and we'll send you the recording to watch at your convenience.
We look forward to seeing you there! 🤝
#CSS #Incrementality #Connexity
-