Higher sales Greater Bidding Power on Google Shopping Through ValuedShops

What is Google CSS?

CSS stands for Comparison Shopping Service. This is a European program from Google that allows online stores to advertise on Google Shopping through a certified CSS partner.

Normally, Google deducts a margin from your bid within the Shopping auction. If you use Google CSS through ValuedShops, this margin is waived. As a result, your full bid enters the auction, allowing you to get more out of the same advertising budget.

Without CSS, a bid of €1.00 effectively counts as €0.80. With Google CSS through ValuedShops, the full €1.00 counts. That means 25% more bidding power, without increasing your advertising budget.

So, with the same investment, you increase your visibility on Google Shopping and improve your chances of getting clicks and conversions.

Benefits for ValuedShops Members

As a ValuedShops member, you benefit from an exclusive CSS deal. You retain full control over your campaigns and get more out of your existing Shopping budget.

25% more bidding power on Google Shopping
Greater visibility with the same ad budget
Higher chance of clicks and conversions
Lower cost per click due to a stronger auction position
Easy transition with no downtime
Full control over ads and bidding strategies

Pricing

Choose the billing period that best suits your situation.

Annual: €8.25 per month (billed as €99), then €21.00 per month
Quarterly: €22.50 per month (billed as €67.50 per quarter)
Monthly: €25.00 per month

Billing will not begin until your Google Merchant Center account has been successfully linked and approved.

How to activate Google CSS

Activating Google CSS is quick and easy.

Step 1: Go to Additional Services > Google CSS in your ValuedShops dashboard

Step 2: Click Activate and enter your Merchant Center ID.

Go to merchants.google.com and click on the account name in the top-right corner. Copy the number listed under “Merchant Center ID.” Make sure you enter the Merchant Center ID and don’t accidentally use your Google Ads ID.

Step 3: Select the Account Type.

This is almost always “Standalone.” Use “Subaccount” only if you want to transfer a subaccount from a Multi-Client Account.

Step 4: Select your preferred payment method.

If you choose annual billing, the monthly fee is €8.25 instead of €21!

Step 5: Approval and activation

After linking, your account will be reviewed and activated. Once activated, you’ll receive an email to approve the linking request.
You can approve the request within your Merchant Center by navigating to Settings.
Once this is complete, your Shopping campaigns will automatically run through us. You don’t need to make any changes to your existing ad campaigns.

CSS Frequently Asked Questions

Is CSS a discount on my advertising bill?

No. CSS does not provide a direct discount on your ad invoice. The benefit lies in how your bid is factored into the Google Shopping auction. Your full bid is taken into account, giving you more bidding power within the same budget.

Will my campaigns remain intact?

Yes. Your existing campaigns, bidding strategies, and settings will remain unchanged. You'll continue to manage your ads yourself. CSS works in the background.

What if my free listings are no longer displayed correctly?

After switching to a CSS partner, free listings may temporarily not display correctly. This is a known issue within Google Merchant Center. It does not affect the CSS benefit for your paid Shopping ads.

To resolve this, follow these steps:

Create a new, empty Merchant Center account
Temporarily claim your website in this account
Go to the CSS dashboard or CSS settings
Select the correct CSS partner for free listings
Then reclaim your website in your original Merchant Center account

You do not need to create any products, feeds, or campaigns in the temporary account. Google also has its own help article on this topic: support.google.com/merchants/answer/13161579

If you still have questions we did not answered above please feel free to contact us.