August 8th 2025
What is a CSS
A Comparison Shopping Service (CSS) is a website that allows consumers to search for and compare products offered by multiple merchants. Consumers can then make purchases on the merchants’ websites.
Only CSSs can place Shopping ads and free product listings on Google on behalf of merchants.
You just need a Merchant Center account and a Google Ads account to advertise Shopping ads on Google.
Note that a Merchant Center account is solely provided by a CSS such as Cobiro.
How does the 20% CPC discount work?
The 20% CPC discount is automatically incorporated into the Google auctions.
A bid of 0,80€ via your Cobiro CSS campaign has the same value as a bid of 1€ via a normal Google Shopping campaign.
You win more auctions because you have more bidding power. Your Shopping ads are more visible, getting you more impressions, more clicks and more potential sales.
What if I use Performance Max campaigns?
Shopping ads running with Performance Max campaigns also benefit from the CPC discount.
Who we may share your personal information with
The CPC discount is a bid advantage that is related to a different pricing model that Cobiro has, compared to Google Shopping.
If you switch from Google Shopping to Cobiro CSS, you can expect to win more auctions, get better placements and more visibility on your Shopping ads.
Can I transfer an existing Merchant Center to Cobiro CSS?
Yes you can. All your existing Shopping campaigns will benefit from the CPC discount and will keep running with Cobiro CSS meaning that you do not have to do or change anything.
What does “25% more bidding power” means?
Cobiro is a Google Premium CSS partner and can offer 20% discount on your Shopping ads CPC.
A 0.80€ bid via your Cobiro CSS campaign has the same value as a 1€ bid via a normal Google Shopping campaign.
Because 100% of your budget is going into the auction, your bids are 25% more competitive. You win more auctions and get more impressions, more clicks and more potential sales.
Please see illustration and video at the CSS product page.
What type of CSS is Cobiro?
Cobiro is a self-service CSS allowing you to request a new Merchant Center or switch an existing one. You have full control over your Shopping campaigns.
We do not actively manage feed or campaigns but we provide advices and best practices to our clients.
In which countries is Cobiro CSS available?
Cobiro CSS can advertise your Shopping ads in the 21 European countries that are part of the CSS program.
You can also advertise outside Europe but you will not be able to benefit from the CPC discount.
Can I use multiple CSS for my Shopping ads?
Several CSSs can be used at the same time and place ads on your behalf.
If two CSSs place bids for the same merchant, the winning offer and the price paid by the winning CSS will be the same as if those bids had been placed by one single CSS.
A merchant will never be second-priced against itself in the auction.
Will I be penalized if I advertise with Cobiro CSS?
All CSSs (Google Shopping included) have the same opportunities to place Shopping ads on Google general search results pages.
No ad space is reserved for a particular CSS.
Do you charge extra fees?
We do not charge extra fees.
The amount of products, ad spend or conversions does not matter as you only pay a fixed fee per shop you are advertising for.
Is there a binding period?
Annual subscriptions are binding for 12 months, but you can unsubscribe anytime. It can be done at the end of the subscription period or immediately. No refunds.
What will the CSS label show on Google?
Your Shopping ads will show the label “By Cobiro” because the Merchant Center account is automatically associated with Cobiro CSS.
If you choose Cobiro's Whitelabel CSS solution the name at Google will be your name - "By Your brand". This powerful setup allows your brand to be recognised by both customers, merchants, and competitors.
Does CSS setup affect existing account settings in Google Ads?
The CSS setup does not change any of your Google Ads account settings and functionalities.
What if I want to cancel my trial subscription?
You can cancel your trial subscription before your 30-day trial period ends and your credit card will not be charged.