Google Shopping Affiliates, also known as Comparison Shopping Services (CSS), are specialist partners who help promote your products through Google Shopping ads. They can drive incremental sales and boost your visibility, without increasing your ad spend.
Why work with CSS partners?
CSS partners offer several benefits:
Smarter bidding: They use their own insights to optimize your product data and bid on different terms and impressions, without interfering with your existing campaigns.
Performance-based payment: Unlike traditional cost-per-click models, you only pay commission on actual sales, making it a risk-free way to grow.
Greater visibility: Working with multiple CSS partners helps you win more market share by increasing your product exposure and driving more traffic to your site.
Complement your own campaigns: If you’re already running Google Shopping ads, CSS partners can run alongside them to boost performance.
Want to learn more? Watch this short video from Google explaining how CSS works.
Why use CSS through the affiliate channel
Here’s why CSS via Awin is a smart move:
Let experts do the heavy lifting: CSS partners are experienced and can guide you on setup and optimization.
Save time: They’re familiar with Google’s detailed guidelines and can help you get started quickly.
No upfront costs: You only pay when they deliver results.
Data feed expertise: CSS relies on product feeds, and these partners know how to make the most of them.
How to get started
You can find CSS partners in the Partner Discovery on the platform:
Go to Publishers > Search > Partner Discovery.
Use the Search bar to search for Comparison Shopping Service or scroll down to the section Popular Categories and click the category’s name.
Note
To work with CSS partners, you’ll need to upload a product data feed into the Awin platform. Need help creating one? Read our guide here.