In order to display Google Shopping ads via a CSS partner, there are two ways of converting a previous GSE account to CSS. Advertisers have to choose between full switch and the association model.
With a full switch, the advertiser’s Merchant Center Account (MCA) is fully integrated into the CSS partner’s Multi Client Merchant Center (MCC). There are some technical aspects to consider when making this move. If not the entire MCA but only a sub-account is moved, it is possible, for example, that the access rights are lost during the move. The positive thing about the full switch is that the CSS partner has insight into the product data, can identify the causes of problems himself and there is transparency with a percentage remuneration model. However, the advertiser’s dependency on the CSS partner is higher than with the simple association according to the association model and requires trust between both parties.
If an advertiser chooses the association model, their MCA is linked to the CSS partner relatively easily. The setting of the advertiser can remain unchanged in this case, the relocation effort is minimal – in fact, an email from the CSS partner to Google is sufficient, in which the conversion is requested. If only one sub-account is converted from an MCA, the same dangers of loss of access rights apply as with a full switch. The advantages of the full switch method just mentioned (full access and insight into the product data by the CSS partner) do not come into play here straight away. However, the CSS partner can be given access to the customer account or data feed via appropriate user invitations or by setting up an API interface.
Full switch and association hardly differ in handling and cooperation. It is more a question of trust, control and flexibility, whether an advertiser moves his entire account to the MCC of the CSS partner or “docks” via the association. Another method is to set up a CSS sub-account: opening a sub-account directly with a CSS price comparison company is useful if you want to work with more than one CSS price comparison company. No verification by Google is required for this. Nevertheless, the product links must lead to the target address stored in the subaccount in the web shop.