In a move aimed at smarter ad spending and better campaign control, Productsup has rolled out its Google Comparison Shopping Service (CSS) add-on, fully integrated into its feed management and syndication platform. The goal? Help brands, retailers, and agencies shrink their Google Shopping costs while gaining more visibility and traction in an increasingly competitive space.
At the heart of this launch is a simple but powerful value proposition: cut cost-per-click (CPC) by up to 20%. That’s possible because Productsup, now an official Google CSS partner, lets advertisers bypass the default Google CSS margin. With those savings, brands can reallocate budget toward more aggressive bidding or strategic optimizations—something most performance marketers will welcome in today’s tight digital ad environment.
“Products can easily get buried on Google Shopping,” said Johannis Hatt, CEO at Productsup. “Our platform ensures those listings not only surface, but also convert, with stronger product experiences and less manual effort.”
Why It Matters
Shopping ads have evolved into a high-stakes battlefield, where visibility often hinges on bidding strength and content precision. But many advertisers still rely on generic campaigns that miss the mark on personalization—and bleed budgets in the process.
Enter Productsup’s Keyword CSS, arguably the star of the new add-on. This feature dynamically adapts ad URLs based on a shopper’s search terms, directing them to merchant-branded landing pages that match their intent. Fewer distractions, more relevant experiences—and as a result, higher conversion rates.
“In 2025, there’s really no excuse for wasting ad spend on one-size-fits-all shopping campaigns,” said Marcel Hollerbach, Chief Innovation Officer at Productsup. “Tools like Keyword CSS let retailers craft customized journeys even on sprawling platforms like Google.”
The Bigger Picture
Productsup’s move isn’t just about one add-on—it reflects a broader trend in adtech: consolidating ad tech stacks to streamline operations, improve data control, and reduce costs. With budgets under more scrutiny and platforms like Google constantly tweaking their ad products, solutions that offer both efficiency and agility are increasingly in demand.
It’s also a shot across the bow for other CSS providers and retail media networks. As brands look for ways to extract more value from every click, integrated platforms that go beyond feed syndication to include cost-saving, performance-boosting layers will likely rise in strategic importance.
