Thousands of retailers already use Comparison Shopping Services (CSS) to gain an extra foothold in this critical channel for advertisers.
However, most brands take a “hands-off” affiliate-powered approach. This provides an easy entry point with minimal resources, but it all too often results in many teams only scratching the surface of what a CSS partner can actually achieve.
The traditional “hands-off” approach is starting to show its age as brands become more sophisticated. CSS partners often bid “in a vacuum”, leading to a lack of coordination with internal PPC efforts. Legacy affiliate tracking often creates significant data discrepancies between the partner’s reporting and the brand’s internal data.
With data siloed by different attribution models, merchants can’t see the true value of CSS, leading to poor budget allocation and uninformed decisions being taken.
So without alignment, your CSS partner might actually be competing against your core search efforts rather than complementing them, driving up costs.
Why bringing CSS under the Paid Media/PPC Team is better approach
Advertisers need to evolve the CSS relationship into an expert extension of their in-house team. This is where a premium provider like Connexity bridges the gap.
To build trust, the advertiser needs a single source of truth on which to measure success. A CSS with a direct integration to the same internal data an advertiser uses to manage their own direct activity will eliminate discrepancies.
Beyond tracking, a shared roadmap or Joint Business Plan (JBP) that prioritizes specific business objectives, such as clearing warehouse stock or focusing on high-margin SKUs or even products that have a higher new customer rate or LTV, can help a CSS partner deliver wider company objectives.
Whilst many advertisers still measure success with ROAS, the ability to move the campaign from revenue to profit optimisation can shift how the CSS channel and relationship are perceived. Something not usually possible via Affiliate platforms working on CPA
This type of strategic relationship is only truly possible when working as an extension of the internal team, aligned on data sources, taking their language and sharing knowledge every week.
The Bottom Line
You don’t need more CSS partners; you need strategic organisational alignment with a partner that is working on the same goals and metrics as you are.
By treating CSS partners as a strategic asset rather than a tactical add-on, you unlock the control and insights required for sustainable growth.
NOTE: As Connexity works directly with its customers, we do not face the contractual lock-in often cited in affiliate terms and conditions, so you can partner with us in confidence.
