Increasing number of advertisers in our network, VIVnetworks.com / CJ.com, are discovering the profitability and revenue boost from affiliate publishers who run campaigns on Google Shopping (known as CSS). The clear advantage is zero risk, no upfront costs, and commission paid only for actual conversions. However, some e-shops resist this model and prefer to pay significant amounts to agencies in advance without a guaranteed outcome. In this article, we will try to explain why collaborating with affiliates using CSS publishers is beneficial—and why it is often more effective than traditional approaches.
What is CSS and how does it function within Google and Microsoft Ads?
CSS (Comparison Shopping Services) is a service that allows advertisers to display products in Google Shopping (and similarly in Microsoft Ads) through alternative publishers rather than using Google Merchant Center directly. In the EU, this model is the result of an antitrust decision by the European Commission aimed at increasing competition in the product advertising space.
- Google CSS campaigns: These allow e-shops to advertise their products through certified CSS publishers. The advantage is that Google provides up to a 20% price advantage in auctions for advertisers using CSS publishers compared to direct advertising through Google Shopping.
- Microsoft Ads: Offers a similar model where publishers can manage product campaigns and provide e-shops with an additional source of traffic and conversions.
Why invite CSS Publishers in an Affiliate Program
1. Lower CPC and Higher Return on Investment (ROI)
Thanks to the mentioned auction advantages, CSS publishers can achieve lower costs per click (CPC), increasing campaign efficiency and bringing more conversions to the e-shop for less money.
2. Expanded Reach Without Cannibalization
CSS publishers often use their own accounts and strategies that complement the existing campaigns of the e-shop. This allows the e-shop to occupy more positions in search results and increase its visibility.
3. Performance-Oriented Model
In the context of affiliate collaboration, the e-shop pays the publisher a commission only for completed sales. This means zero risk and no upfront costs.
4. CSS Affiliate Publishers = Performance Specialists
While most e-shops manage campaigns internally or through agencies that handle PPC, Meta, emailing, and other channels as part of a broader service portfolio, CSS affiliate publishers specialize exclusively in performance campaigns in product search engines. Their knowledge, focus, and optimization tools are often at a higher level than agencies that handle PPC as just one of many products. The result is higher efficiency and lower conversion costs—all without fixed costs.
5. No Conflict with Own PPC Campaigns
The fear that a CSS publisher will “override” an e-shop’s own campaigns is common but unfounded. Both Google and Microsoft have mechanisms to ensure fair auctions. Moreover, if a publisher brings in customers more cheaply or efficiently, it is advantageous for the e-shop.
Conclusion: Synergy, Not Competition
Involving CSS publishers in an affiliate program is not a threat, but an opportunity. The e-shop gains another sales channel that is performance-driven, has no fixed costs, and has the potential to increase overall revenue for pre-determined commissions and thus a pre-determined return on ad spend (ROAS).
While agencies often manage campaigns as one of many services, CSS affiliate publishers are professionals dedicated exclusively to this type of promotion. Their strength lies in their deep expertise, specialization, and performance focus.
