FAQs

FAQs

CPA (or ‘cost per acquisition’)

We drive incremental sales through Google Shopping via affiliate tracking on a CPA basis. This means you only have to pay us when a sale occurs after one of our links is clicked by a customer. Essentially, this means there’s no risk at your end. This activity does not compete with your existing Google Shopping activity or drive up your own Google Shopping cost of sale, but does increase your category impression share. All we need is a good quality product feed (including EAN or GTIN) and to agree a CPA. After that, we do all the work. Because sales are on a CPA basis you don’t need to assign a budget and you don’t need to commit to a contract.
We have tested extensively to make sure the sales we drive are largely incremental, as can be seen in our AO case study. Using our unique in-house software, we optimise and enrich your product feed enabling us to appear for search terms you may not have won. The CPA we work to should be below your in house COS target, but as high as you can go to enable us to compete in the Google Shopping auction. The unique product identifier (EAN or GTIN) will be recognised by Google. Google won’t show the same product more than once from the same retailer in a single set of results. But we encourage you to monitor your CPCs and impression share during testing so you can see for yourself. Plus we don’t tie you into a contract, so you’re free to pause the activity at any time.

Adding value

No. Provided we agree and set the CPA with consideration for your own target cost of sale, we will not drive up your costs. This activity does not compete with your existing Google Shopping activity or drive up your own Google Shopping cost of sale, but does increase your category impression share. All we need is a good quality product feed (including EAN or GTIN) and to agree a CPA. After that, we do all the work. Because sales are on a CPA basis you don’t need to assign a budget and you don’t need to commit to a contract.
Our unique in-house bidding technology, in combination with feed optimisation, means we automate bidding at product level.

Increasing sales

We win PLA slots on your behalf that would otherwise have been won by your competitors.
No. Google uses the unique product identifier to de-dupe. Google will not show the same product more than once from the same retailer, even via a CSS.
We will categorise your feed and optimise it with our feed management technology. This generates results for different search terms, expanding the longtail results for your products.

Once we get started

Yes. This is a good way to grow confidence in the programme and conduct a low risk test. We would recommend testing your whole feed, but are happy to discuss a suitable test strategy that works for you.
Yes. We can work with you to set strategies and turn the dial on sales by applying higher CPAs and promoting sales, if that helps you drive business in the areas you need to.
Yes. You can test as many as you like and then decide the best strategy for your business.

FAQs from Google

Below you’ll find links to official guides published by our Shopping ad CSS partner, Google.

About CSS and CSS partners

what they are and how you can grow your business

Advertising with comparison shopping services

how it works

Get in touch

All we need is a data feed to Shopping Ads specification and an affiliate network to track sales through. Then we agree a CPA and that’s it – we’re ready to go.

Please fill in the form below to get the ball rolling. Or if you’d rather speak to us right now,
simply give us a call on 01223 855477.