If you want to increase your sales, you must always have an overview of your competition. You will not be the first nor the last if you pay attention to their strategies and think about how to overtake them.

First of all, it is necessary to find out the style in which they communicate and advertise their products. It is quite likely that if you use Google Ads and they are still making progress, they will also use Google for advertising.

Google Ads offers many types of ads, and one of the most popular is Shopping Ads.

Statistically, this is the most popular type of ad because it includes an image, description, store name, and product price. Thus, the user knows all the important information and it is clearer to him which product to click on.

Does your competition use Shopping Ads?

If you advertise on Google Ads and don’t use Shopping ads, you’re missing out on a great opportunity. They may not be as relevant to your sales segment, but it’s a good idea to take the time to research whether your competition is using this type of ad.

How can I tell if my competition is using Shopping Ads?

It’s clear to us that you may not even know who your competition is. That’s why we’ll show you the easiest way to find out who your competition is and whether they use shopping ads.

As an example, your business focuses on selling car accessories.

  1. Copy the name of your most commonly sold product. As we cited the sale of car accessories as an example, the product name could be “ DUO Luxus Car Covers Black-Blue “.
  2. Enter this name in Google Search.
  3. You’ll see text and shopping ads. Shopping ads can appear directly below the search or on the right.
  4. You may notice specific stores that also advertise the product you sell. You now have a list of your competition using Shopping ads.

If you don’t have Shopping ads, you’re missing out on a unique opportunity to increase your sales. We encourage you to use our BlueWinston tool, which allows you to prepare all your ads in minutes, completely free for 30 days. If you have any problems, our support team will help you create and optimize campaigns for free.

I want to try the BlueWinston tool

Does your competition use a CSS partner to their advantage?

In addition to finding out about your competition and the types of ads they use, you can find out if they use a CSS partner.

Below the ad, the name of the CSS service used by the advertiser is always displayed. If it says “ By Google “, it means that the advertiser is not using any CSS program and thus loses the opportunity to improve the result and reduce the cost per click.

For example, if there is “ By Shopping in EU “, then the advertiser uses the full potential of a CSS program with which he gains many benefits.

What are the benefits of a CSS partner?

In addition to the fact that Shopping ads are an advantage in themselves, you can get even more thanks to the CSS program. These are various CSS partners that allow advertisers to display their products in their product price comparators and get a significant discount on the cost-per-click.

The CSS program was created because Google lost a lawsuit against the European Union for monopoly behavior in the market. This allowed selected product price comparators to offer their customers a lower cost-per-click in Google Shopping and Remarketing ads.

Read our next article where we compare different CSS partners.

Main benefits of the CSS program

  • Cost-per-click reduction of up to 20%
  • Increasing ROI, i.e. advertising costs
  • Increase in impression and ad performance
  • Increase in visibility
  • Improving the market position against competition that does not use a CSS program

Shopping in EU CSS Case Studies

The performance of a CSS program depends on many factors. Results may appear differently for each segment of sales. It also depends on the seasonality. If you sell sunglasses, it is more than certain that you will have better results in spring than in winter.

In this section, we will look at the different results of our clients, where we compare the period before the transition to our CSS program and after the transition.

Case Study No. 1.

Segment: Drugstore and hair care

Country: Czech Republic

Season : February 11 – March 11

The transition under our CSS program was on February 26.

Cost-per-click decreased by 18.5% and clicks per day increased by 23.50%.

Case Study No. 2.

Segment : IT and PC accessories

Country : Slovak Republic

Period : January 19 after March 11

The transition under our CSS program was on February 14th.

Cost-per-click decreased by 27.3% and clicks per day increased by 42.5%.

In this case, the cost-per-click has decreased by more than 20%. That is why we mentioned that it also depends a lot on the segment and the competition.

Case Study No. 3.

Segment : Health and nutrition

Country : Slovak Republic

Period : January 30 after March 11

The transition under our CSS program was on February 20.

Cost-per-click decreased by 37.5% and clicks per day increased by 92.9%. We came across a really great result for this client.

Case Study No. 4.

Segment : Underwear

Country : Austria

Period : January 30 to March 11

The transition under our CSS program was on February 20.

We can notice that the discount did not reach 20%. Anyway, there’s nothing to worry about. The longer you use the CSS program, the better results you will get.

Case Study No. 5.

Segment : A mattress segment

Country : Slovak Republic

Period : February 11 to March 11

The transition under our CSS program was on February 26.

Cost-per-click decreased by 50% and clicks per day increased by 257.3%.

This is where you can notice the uniqueness of the e-shop and almost no competition.

I want to join a CSS program!