In the previous section, we explained that CSS providers can run Google Shopping campaigns for online shops without claiming or verifying the respective shop domain.
Unfortunately, some CSS providers take advantage of this, particularly price comparison portals where merchants list themselves to get traffic from the respective portal. But then, these portals send Google Shopping traffic to the merchant and charge according to the compensation agreement.
Google Shopping is a vital online advertising channel for most merchants. Therefore, it’s crucial to consciously decide which external providers are allowed to use this advertising channel. Coordination is necessary to ensure incremental value and prevent cannibalization.
For this reason, we recommend revoking permission for all external CSS providers to run Google Shopping ads, except for those explicitly desired (“when in doubt, kick it out”).
