Insights
Practical articles on Google Shopping, CSS partnerships, and performance marketing for UK and EU retailers.
What is a Google CSS, and why should retailers care in 2026?
A clear explanation of Google Comparison Shopping Services, the EU ruling that created them, and what they mean for your Google Shopping campaigns.
Jack Chittenden · 7 min read
The 20% auction advantage, explained without jargon
Google takes a margin from Shopping bids placed through its own CSS. Third-party CSSs don't pay that margin. Here's what that means in practice.
Jack Chittenden · 5 min read
CPA vs CPC vs flat-fee CSS partnerships: which is right for your retail business?
The three commercial models for CSS partnerships compared head to head. Risk, control, and where each one fits.
Jack Chittenden · 7 min read
How Google Shopping bidding actually works inside the carousel
A technical but readable guide to the Google Shopping auction: second-price mechanics, quality score equivalents, and why position isn't just about bid price.
Jack Chittenden · 6 min read
Will a CSS partner cannibalise my own campaigns? The mechanics of second-price auctions
The most common objection to CSS partnerships, answered with auction mechanics rather than sales talk.
Jack Chittenden · 5 min read
A retailer's checklist before partnering with a CSS
Eight things to verify before signing with a Comparison Shopping Service. Due diligence that takes 30 minutes and saves months.
Jack Chittenden · 5 min read
Microsoft Shopping vs Google Shopping: how the two stacks compare for UK retailers
Google dominates Shopping in the UK, but Microsoft's network is growing. A side-by-side comparison of reach, cost, and opportunity.
Jack Chittenden · 5 min read
Affiliate channel vs paid media channel: why CSS sits in both
CSS partnerships blur the line between affiliate and paid media. Here's how to think about attribution, budgeting, and team ownership.
Jack Chittenden · 5 min read