As a retailer on Google Shopping or as a performance marketing agency in the field of online marketing and Google Ads, participating in the Google CSS (Comparison Shopping Service) program is a significant advantage. The CSS partnership can not only increase the visibility of your customers on Google Shopping but also significantly improve the efficiency and ROI of your campaigns. In this article, you will learn step by step how to become a Google CSS partner without relying on a third-party CSS – and why the price comparison tool from Label Up makes this process much easier.

Overview: What is Google CSS?

Before you embark on the path to Google CSS participation, you should know exactly what the Google Comparison Shopping Service (CSS) actually is. A CSS is a price comparison portal that enables retailers & e-commerce platforms to promote their products on Google Shopping and PMAX. These services offer consumers the opportunity to compare products and prices from various providers clearly on Google.

If you, as an agency, operate your own price comparison portal and present yourself as a Google CSS partner, your clients' shopping ads will appear with the name of your CSS. Your own name beneath the shopping ad?  – that gives you more control, visibility, and better conditions with Google Support. 

The Requirements for Your Own Google CSS

To be recognized as a CSS partner by Google, you must meet certain requirements. Central to this is the operation of an independent and functional price comparison platform that complies with Google’s guidelines.

The most important criteria from Google are:

• at least 50 merchants per country in your portfolio to be compared

• a clear representation of the products including name, price, and image

• linking each product to the respective shop so that users can purchase directly

• at least two filtering options to sensibly sort the products (e.g., by price, brand, category)

If you want to build your price comparison site yourself – without relying on a white-label solution like Label Up – technical know-how is essential. Your agency should have the knowledge and resources to continuously operate and optimize the website. 

All Requirements for a Google CSS Partnership at a Glance: 

The Technical Infrastructure of a Google CSS Partner

The technical infrastructure of a Google CSS partner consists of four main elements, the interaction of which ensures flawless performance. 

For your own CSS to function perfectly, four key components must work together:

• Google CSS Center: Here you manage all connected merchant accounts, activities, and settings. Through your CSS Center, you can invite shops to your price comparison portal in just three clicks. Access to the Google CSS Center is provided by Google once you have been accepted into the CSS program.

• Merchant Center: Retailers select your CSS there. The product data must be regularly updated – manually or via automated feeds.

• Your CSS Website (Landing Page): It displays the products clearly with price, image, and direct linking to the respective shop. Technical interfaces (APIs) must be set up and maintained between the CSS Center and landing page.

• Shopping Ads on Google: Once your CSS has been actively chosen, the CSS name appears under the shopping ads of your clients. If a user clicks on it, they are directed for free to your CSS page.

💡 Tip: With the CSS white-label solution like Label Up, this entire process – including API maintenance, updates, and domain integration – is automated for you.

Own Google CSS without 50 Merchant Centers - how do I still meet the requirements?

Google requires that you have at least 50 Merchant Centers in your portfolio for the CSS partnership. This is a high hurdle, especially for smaller agencies, freelancers, or startups. Here, the white-label software from Label Up offers you a clever solution. Our price comparison platform is Google-certified and meets all requirements. Even if you manage fewer than 50 Merchant Centers, you can have your clients "top up" through Label Up. This way, you meet the conditions without having to build a complex infrastructure yourself. You also don’t need to worry about verification with Google when using Label Up. 

Meet All Requirements for Google CSS with Label Up

Building your own CSS is tempting, but fulfilling all the requirements involves considerable effort.

If you are looking for a template for a price comparison page that you can fill with your own logo and your clients' products, you are in the right place with Label Up. This way, you benefit from:

• A fully functional, Google-compliant price comparison platform

• Automatic integration of all your clients' products into your CSS

• Easy management and verification with Google

• Your own branding and domain presence

• Technical support and ongoing maintenance 

This means: you can fully concentrate on your core competencies – while benefiting from all the advantages of being a Google CSS partner. 

Conclusion - Meet All Requirements for Your Own Google CSS

The Google CSS partnership is a powerful tool to improve the performance of your shopping and PMAX campaigns and make your clients more visible. However, building your own price comparison platform with at least 50 Merchant Centers is challenging. If you currently have fewer retailers or do not want to handle the technical infrastructure yourself, the white-label CSS software from Label Up is the best solution for you. It combines the advantages of having your own CSS with minimal effort – giving your agency a genuine competitive advantage.