Article

Dave Trolle
Dave Trolle 9 November 2018

Productcaster’s top tips for choosing a CSS partner for Agencies and Retailers

As Google Shopping and digital marketing experts, Productcaster were ahead of the game when it came to entering the Google Comparison Shopping Service (CSS) world.

Due to Productcaster’s early adoption of CSS, an experienced and dedicated team was swiftly created and were able to work with Google to understand the trials and tribulations that comes along with CSS.

With the CSS market continuing to grow, this early adopter status has been significantly important in ensuring that the technology provided and the service levels that this brings are truly premium.

As this market grows, it can be a challenge finding the right CSS partner for you and your business. This challenge has been intensified by the myths that have been communicated in the market. Taking this into account, here are some top tips for choosing the right CSS partner for both agencies and retailers.

1. Choose a proven CSS partner

Productcaster are one of only a handful of partners who are classified as a Google Premium Partner. This premium partner classification proves that you are a trusted CSS Partner who has realised the true value and benefits of CSS when utilised properly and efficiently.

Agencies and retailers who choose to work with Premium Partners can benefit from the provider’s in-depth knowledgeable and training, as well as a range of exclusive credit incentives that are currently being offered by Google to only Premium Partners. So, make sure to check for this Google specification when choosing your CSS partner.

2. Continue daily monitoring and campaign changes

Many retailers and agencies want to move to a CSS partner because of the huge CPC savings and additional revenue that can be made from discounts. However, be sure to continue daily monitoring and campaign changes. Once you move to a CSS partner, make sure you have long term goals in mind as well as quick wins.

At Productcaster, the performance measurement framework developed by a specialised data science team, along with the consultative approach from our expert onboarding team, has ensured that clients have realised the benefits aligned to their objectives at pace, with no false starts and full migration complete within one to two weeks.

3. Recognise the CSS partner’s technology capability

It is crucial to move to a CSS partner who is willing to invest time into technology. When you are next speaking to your existing or existing CSS partner, ask what their plan for future development is and how this will benefit your business.

Productcaster’s approach is to constantly invest in a roadmap for change, with weekly site releases and an inclusive approach to roadmaps.

Productcaster have two options for agencies to take advantage of this market leading platform. A branded comparison shopping site can be created to become a CSS partner themselves, or agencies can be integrated directly to the Productcaster comparison shopping site.

4. Ensure there are no new merchant centre or Google Ads accounts duplications required

The CSS industry is fast moving; therefore, a short and snappy setup and onboarding process is essential. Ensure that your chosen CSS partner is both efficient and effective when testing and migrating your accounts. If a potential partner is suggesting duplicating merchant centre or Google Ads accounts, this is not necessary! Productcaster have worked closely with Google to establish a quick service that does not require an excessive migration.

5. Search for a CSS partner with sustainable charging methods

The Productcaster approach is to charge on a fixed fee basis. This results in certainty to the client on how much will be charged each month. Be careful when working with partners who charge you based on a percentage of media spend. During times such as peak, consider what this truly means for your required monthly payments. If you are not cautious, these may sky rocket out of control across November through to December.

Also, be aware of partners who are offering a CSS solution at a low fixed monthly fee. Recommended questions to ask a potential partner include:

  • How many and which brands do they have live?
  • What is their onboarding process?
  • What is their technology capability and commitment?

For more information, head over to the Productcaster website to see how this established CSS partner can help your business.

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