Google Shopping Has Changed in the EU

So, we’re introducing PriceJoy® to help retailers capitalize on the new Shopping ads format

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What happened to Google Shopping in the EU?

In a landmark anti-trust case by the European Commission, Google was forced to completely alter how its fastest growing advertising segment, Google Shopping, works in EU countries: Austria, Belgium, Czech Republic, Denmark, Germany, France, Italy, Ireland, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland and the United Kingdom.

Essentially, the EC alleged that Google was supposedly abusing its market hold over comparison shopping in the EU. The European Commission alleged that Google was “favoring its own content” and thus muscling out its competitors in the various CSSs or Comparison Shopping Services out there.

What does Google Shopping look like now?

Before the European Commission dropped the hammer on Google, Shopping ads were quite simple in their display. For the most part, they included the basics: Product Image, Product Name (Title), Price, Website Name (URL)

Now, EU Shopping results display ads tagged with either “By Google” or “By [CSS Name]” (Shopzilla for example).
This is because Google must now give an equal number of ad positions up to CSSs or Comparison Shopping Services.

What does that mean for retailers?

When ads are entered via the auction (how Google determines when and what ads are displayed) Google can no longer consume the entire Shopping results with “its own listings.”

The equality for CSSs is essentially a 1:1 deal in that for every 1 “By Google” result, Google must include a “By [CSS NAME]” result as well.

So, what does that mean for EU retailers or retailers outside the EU who still advertise there?

  • Fewer available ad positions when solely advertising with Google Ads
  • The potential for fewer impressions and fewer clicks
  • More competition from Comparison Shopping Services

How we’re going to help!

In hearing the frustrations from retailers, we here at Sales & Orders have launched our very own Comparison Shopping Service: PriceJoy®

We’ve done this to help retailers advertising in the EU take back that incredibly valuable digital shelf space. Not only can you continue advertising via Google Ads, but you can also register at PriceJoy® and we will advertise for you as well.

So, now, your products can take back those lost positions on Google Shopping. What does that mean?

  • More impression and click opportunities
  • The potential for increased traffic and sales
  • Lower average CPC (Cost-Per-Click) compared to traditional Google Shopping
The best part is, we’ll do all the hard work for you!

Want to sell on PriceJoy®?

Register your store today

Frequently Asked Questions

Why should I list my products on your CSS?

Strike while the iron is hot! Right now, there are still very few competitors vying for these dedicated CSS ad positions on Google Shopping.

So, average costs are still substantially lower than when advertising solely via Google Ads. We’re not sure how long that will last as more and more retailers start to catch on.

If you don’t get in now, the ship may set sail without you.

How does it work?

Our goal is to generate more traffic at a lower cost by leveraging our award-winning platform to optimize Shopping campaigns for higher returns.

So, unlike other CSS Partners we DO NOT charge setup fees, hidden fees, and we DO NOT EVER take a percentage of your sales.


  • We build, manage, and optimize your product feed
  • We build, manage, and optimize your Shopping campaigns
All you do is provide a budget that we spend on Google Shopping, and our team will send you a weekly performance report.

But, how do you make money then?

As an approved Google CSS Partner and Premier Google Partner, we are awarded a rebate based cumulative ad spend tracked in our Google Ads account.

Because of that rebate, we do not have to charge a monthly fee for managing and optimizing your campaigns.

What makes you so different than other CSS platforms?

Nowhere else will you find the dedication and the expertise than with us at Sales & Orders and PriceJoy®. As a Premier Google Partner, our team has been helping retailers on Google Shopping long before it was even called Google Shopping.

And, we have something nobody else does: our award-winning Management Software for Google Shopping.

Our platform supports over 4000 merchants world-wide and we are also the official Google Shopping Partner for leading E-Commerce platform, BigCommerce.