How to increase
Google Ads revenue 2x?

Currently, you can advertise your shop on two or more accounts through Google Ads Shopping campaigns.

See te confirmation of my words in our client’s Google Analytics screenshots.

When we add up the results of both accounts, it turns out that they work great for one goal.

Both accounts together generate:

a. the revenue increase by 2.21x within 7 months

b. ROAS at 1033%

How to achieve such a result?

Thanks to the so-called CSS programme – „Comparison Shopping Service”.

The shop displays advertisements, e.g. through two price comparison services:

a. first – Google CSS

b. second – ForPage CSS. In other words, branded by our name.

What is the ForPage CSS?

These are Google Ads Shopping ads that look almost exactly like your current ads.

From a consumer perspective:

They’ll see ads with „by: ForPage” instead of „by: Google”.

From the e-store perspective:

You pay up to 20% less per click.

You still pay your budget to Google, and ForPage runs the campaigns.

How do you know that you get up to 20% cheaper clicks?

Google states: „Google Shopping is required by the European Commission to be independently profitable in EEA countries where Shopping ads are available. Google Shopping currently ensures profitability by deducting a fixed percentage margin from each merchant bid before entering it into the auction.: Google’s margin is up to 20%, and since the use of a CSS other than Google’s means no margin. Up to 20% of the CPC rate is your savings.

How much % can you save in real terms?

For our client from the clothing industry, we achieved a total of 15% lower Cost Per Click (CPC).

A quick calculation and it comes out to 2100 EUR or 2300 USD in savings.

What is the ratio of revenue to costs possible?

In our experience, a ROAS of 1200% is achievable – measured in the last click attribution model.

You often ask me a question – realistically, how much could we increase revenue with 1200% ROAS, thanks to the second Google Ads account?

I believe that a 50% increase in revenue from Google Ads in half a year is achievable, but I will be happy to prepare an accurate estimate for you individually. Please contact me for this purpose.

Is it possible to use non-Google CSS at the same time as ForPage CSS?

Yes, you can use any CSS, any number, and ForPage CSS will be the extra one.

What are the myths about CSS?

There are 2 myths in the e-commerce market about the CSS:

a. the same product can’t be advertised twice, at the same time, from the same e-store

b. various products can’t be advertised at the same time from the same e-store

These are incorrect statements.

Two or more ads for the same product can be displayed at the same time from the same e-store.

You can also display two or more advertisements for different products at the same time from the same e-store, taking up advertising space from your competition. 

Can my current ad account be affected?

The results of our tests indicate that the performance of your current Google Ads account should not be affected by running ads on a second, different account. 

The loss of share in the search network due to ranking – this is the metric that was used for the test. It tells you – how often your ad was shown in relation to the estimated number of impressions that could be obtained from all searches.

Google says, „if you see 20% for this metric, then in 20% of customer searches that matched your keywords, your ad didn’t appear because of ad rank.„

Look at the graph.

The blue line represents the loss in impression share, expressed in percentage. The lower the line goes, the better.

In January 2022, the index amounted to approx. 56%.

We launched ForPage CSS in February 2022.

In March 2022, the index amounted to approx. 58%, i.e. 2 percentage points more, which is a very small increase, so that in September 2022 it reached approx. 23%, which is as much as 2.5 times less than before the start of our CSS.

I would like to point out that the campaigns did not change significantly in this period, neither on one account nor on the other.

The answer to the question – can your current ad account be affected – is „no„, with a little asterisk.

It is true that I have come across one example of ForPage CSS taking traffic afrom the main account, but this concerned the UK market, a narrow niche of products in the sliding wardrobe category, high competition – mainly for the same products in terms of appearance, and budgets up to  49 000 EUR or 53 000 USD on clicks, every month. 

Let’s determine the risk of taking away traffic and sales for your business. Let’s go through the checklist:

a. are you selling the same items/services as your competitors? These are identical GTIN (Global Trade Item Number) codes, e.g. EAN codes. For example, a Ralph Lauren polo shirt. If you sell products that you create (and this is common in the fashion and beauty industry) – then the risk does not exist. 

b. is the number of searches in Google for phrases related to your products low? If you sell popular products, e.g. for the fashion industry – dresses, for the beauty industry – firming creams, I exclude the risk. The volume of searches for these industries is large.

c. is the budget for Google Ads that you invest every month sufficient for most Google searches for phrases related to your products? To illustrate – in each country, for a few hundred thousand EUR or USD, you will receive clicks from a smaller part of the population

Now you know my arguments, but let’s check what Google has to say about them:

„Will my products be shown several times next to one another?

We do our best not to show multiple instances of the same offer (that’s the same product offered by the same merchant). If we identify that the same product from the same merchant has been uploaded by several CSSs, we will only show it once in the ad unit. In the rare cases when we cannot detect that two offers are the same, they may both show up in the same Shopping unit. The CPCs paid by the winning CSSs do not increase in such a scenario because a merchant is never second-priced against itself (see next question).”

What about different products?

Google states:

“Different products from the same merchant can appear via several CSSs in the same unit. For example, if a user searches for running shoes, one model of running shoe you sell may appear in an ad from CSS A while another model appears in an ad from CSS B. The CPCs paid by the winning CSSs also do not increase in such a scenario because a merchant is never second-priced against itself (see next question).”

You are probably wondering whether we increase CPC for your current campaigns? Colloquially, this is called bid cannibalization.

The answer is: No.

Again, Google comes with an answer:

„A merchant will never be second-priced against itself in the auction for any offer, and that rule holds irrespective of the number, or identity, of the CSSs used by the merchant. Therefore, if two CSSs place bids on behalf of 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 and the same CSS.„

Have I intrigued you with the topic of today’s episode? I think so, since you heard me to the end. 

I will answer your questions during an individual consultation, which I cordially encourage you to arrange. Write an email or call me. You can find contact information below.