Essential checklist for choosing a new Google CSS partner

If you've landed here, it's a safe bet you're thinking about a change in your Google Shopping ads strategy. Maybe you're looking to move away from Google's default Comparison Shopping Service, or perhaps you're already working with a CSS partner but feel it's time for something different.

Businesses switch CSS partners for all sorts of reasons—maybe it's about finding better margins, unlocking more strategic bidding options, or simply getting the kind of support that feels like a true partnership, not just a transaction.

But switching CSS partners can also bring concerns. Common objections include the fear of campaigns being paused, data loss, or a lengthy and complex transition process. Many worry about potential disruptions to their sales and the time it takes to get everything up and running with a new partner. That's why it's important to select a CSS partner that provides a quick and smooth transition.

This checklist for choosing a Google CSS partner outlines the key factors you need to consider when selecting a new CSS partner. And for each point, we've included important questions that you can ask potential partners during the selection process.

6 best practices for choosing a new Google CSS partner

So what should you consider when choosing a Google CSS partner? It's all about making sure they provide the support you need, have the right technical expertise, and a pricing plan that works for your budget.

A Google Premium CSS partner like Channable can help unlock better performance with ease, providing you with the support, expertise, and tools to elevate your Google Shopping campaigns.

Here’s a 6-point checklist for selecting the best Google CSS partner:

1. Service offerings

The first step in selecting a Google CSS partner is determining your preferred service model: managed or self-service. Start by evaluating the basic package of each potential Google CSS partner to see if it meets your needs. Do you simply need help uploading your product data? Or are you looking for a more hands-on partner who can optimize your product feed and manage your entire Google Shopping campaign?

Self-service empowers you with full control over your Merchant Center and Google Ads, following your partner's setup, while managed services offer comprehensive, ongoing campaign management, strategy, and optimization.

Questions to ask:

• What is included in your basic Google CSS partner package?

• Do you provide assistance with initial product data feed setup and upload?

• What level of technical support do you offer for basic troubleshooting?

• Beyond basic data upload, what other services do you offer for Google Shopping campaigns?

2. Expertise

Another thing to consider is the Google CSS partner's experience in your specific industry and the types of products you sell. For example, if you sell gardening supplies, a partner with experience in that niche might be able to optimize your product feed for better results compared to a general eCommerce partner. Similarly, if you sell apparel, you'll want a partner with experience in product attribute optimization for size, color, and material.

Additionally, if you want a more managed service, look for a Google CSS partner with a proven track record of success in Google Shopping campaign management.

Questions to ask:

• Can you provide case studies or examples of successful Google Shopping campaigns you've managed within my industry or target region?

• Do you offer any support for dealing with Merchant Center errors or suspensions?

• Do you specialize in any specific industries or product categories, especially those relevant to my business?

3. Pricing structure

When weighing up different CSS Partners, be sure to compare setup costs, ongoing monthly fees, and any commission structures based on performance. For instance, some partners might charge a flat monthly fee, while others might have a tiered pricing system based on the number of products you sell. CSS partners that manage your Google Shopping ad campaigns may charge you on a cost-per-click basis in addition to a monthly retainer.

It's wise to request a detailed breakdown of all potential expenses and avoid partners with hidden fees. Consider your budget constraints, but also weigh the value each partner brings to your campaign. A slightly higher fee might be justified by superior expertise, dedicated support, or proven results.

Questions to ask:

• Can you provide a detailed breakdown of your pricing structure, including setup fees, monthly fees, and any performance-based commissions?

• Can you provide examples of typical costs for businesses with similar product volumes and ad spend to mine?

• How does your pricing scale as my product catalog or ad spend increases?

• Do you offer any flexible payment options or contract terms?

4. Reach and market coverage

The reach of a Google CSS partner directly impacts your potential customer base. A solid CSS partner should facilitate access to a wide range of Google Shopping placements across your target markets. Make sure to ask about their experience with specific countries and regions, especially if you operate in diverse or niche markets.

💡Did you know? Channable is a Google Premium CSS Partner and ranks among the top 25% of CSS providers based on Shopping Ad impression volume.

If applicable to your situation, explore a partner's ability to handle multilingual campaigns and localized product feeds. In this case, you'll want to guarantee that your products will be presented to customers in their native language to increase your visibility and conversion rates.

Questions to ask:

• What is the average monthly reach of your CSS website?

• Which countries and regions does your CSS service cover?

• Do you have experience managing campaigns in my specific target markets?

• Do you offer multilingual support for product feeds and campaigns?

5. Support and communication

Look for a CSS partner that offers responsive customer service through multiple channels, such as email, phone, or live chat. Or a partner that provides a dedicated Customer Success contact, especially if you want a managed service. This ensures you can easily get help if you encounter any issues or have questions about your campaigns.

If you don't have the technical expertise in-house, you'll want a Google CSS partner that offers free, personalized technical support to provide proactive guidance, timely troubleshooting, and assistance for all your Google Shopping inquiries.

Questions to ask:

• What are your support hours and channels?

• Do you offer a dedicated account manager or a single point of contact for all inquiries?

• What is your typical response time for support requests?

• Do you offer any training or onboarding resources?

6. Technology and integrations

If you want to get the most out of your Google Shopping ads, it's a good idea to opt for a CSS partner that also offers a comprehensive suite of eCommerce tools. This includes centralized product feed management, allowing you to update and optimize your product data across all channels. Some CSS partners have PPC campaign optimization tools, enabling you to scale campaign creation, automate bidding, and manage budgets.

Additionally, in-depth analytics are crucial for understanding product and campaign performance and identifying areas for improvement. A strong partner will provide access to reporting dashboards that offer actionable insights into key metrics like ROAS, click-through rates, and conversion rates.

When considering a new CSS partner, ease of switching is an important factor, especially for those already using a CSS. A smooth transition can eliminate potential disruptions. For example, activating Channable CSS is designed to be a quick process; it takes around 5 minutes and won't interrupt your current campaigns.

Questions to ask:

• What tools and technologies do you offer beyond basic CSS services?

• Do you provide a centralized product feed management platform?

• What PPC campaign optimization tools do you offer, and how do they work?

Use this checklist for choosing a new Google CSS partner to help you find a CSS partner you can trust and build a long-lasting relationship with. The more they learn about your business, the better they can help you succeed. That's why it's important to define your advertising goals, share them clearly, and schedule regular check-ins to ensure everyone is on the same page.

Ready to simplify your Google Shopping strategy with Channable as a CSS partner?

Channable's CSS is seamlessly integrated within the platform, accessible across all 21 supported markets. Easily combine Google Shopping with other marketing channels like Meta Ads, Amazon, eBay, and over 2,500 additional options, all managed from a single platform.

Channable's CSS is a key component of our Google Success Formula. We equip you with the tools to optimize listings, create targeted campaigns, leverage powerful features like product categorization, and seamlessly integrate with search ads – all within one user-friendly platform.

Here's are some other reasons why Channable is the perfect CSS partner:

• Automated campaigns and insights: Elevate your marketing strategy with automated PPC campaigns, and gain valuable insights from Channable Insights to measure performance and optimize campaigns for better results.

• Technical support: Channable provides exceptional, personalized technical support to empower you every step of the way.

• Simplified billing: Enjoy the convenience of consolidating all expenses into one bill.

• Risk-free partnership: Eliminate the need for intermediaries; the billing process directly engages the end customer, mitigating agency risks.

See the difference a Google Premium CSS partner can make—start your free trial today!