The key point
Adding GMVLY does not make your own CSS bid the price-setting competitor. This auction protection supports testing an additional route; incremental sales still need measurement.
Try the auction example
Another bid for you. The same click price.
Your existing CSS
Bidding for your business · winning bid
Another merchant
Highest bid from a different business · sets the price
Winning CSS pays per click
20p
Without GMVLY
Your 30p bid wins. The other merchant’s 20p sets the price.
Adapted from Google’s simplified example: equal ad quality and relevance, with other bids unchanged. This is the price paid by the winning CSS, not a guaranteed merchant CPC, commission rate or incremental-sales result. Read Google’s explanation.
Your own bids do not push up your auction price
Google excludes bids made for the same merchant when determining the second price. An additional CSS can bid for you without its bid becoming the price-setting rival to your existing CSS.
In Google’s simplified example, your existing CSS bids 30p and another merchant bids 20p. Add a second CSS bidding 25p for you: the winning click price remains 20p. The example assumes equal quality and relevance.
More shelf space means different products can compete
Google normally shows the same merchant’s identical offer once, even if several CSSs submit it. Different products from your catalogue can appear through different CSSs in the same Shopping unit. Positions are won in the auction; none is reserved for a partner.
For your PPC team, the useful question is which catalogue opportunities an additional route should pursue. Agree products, markets and restrictions before launch rather than assuming that another partner automatically produces more placements.
Auction protection is not a promise of fixed CPCs
The rule prevents your own CSS bids from setting the second price against you. It does not freeze actual CPC: other merchants’ bids, quality, relevance and auction conditions still matter.
Separate this from GMVLY’s commercial model. With Managed CSS, GMVLY funds its campaign spend and earns the agreed commission on completed sales attributed to its route. Review commission, validation and fulfilment costs when assessing your margin.
Measure the value the extra route adds
Attributed sales tell you which route receives credit. They do not establish how many sales the business would have made without it. Agree a review method before calling results incremental.
- Record your core Shopping performance and the catalogue scope before launch.
- Use transaction outcomes validated by your affiliate manager in the network when reviewing GMVLY’s campaign results.
- Track promotions, stock availability and campaign changes during the review.
- Review total business contribution alongside partner-attributed revenue.
Sources and further reading
Discuss where another Shopping route could fit
Bring your catalogue, current CSS and Shopping target. We will discuss the scope and commercial terms of a GMVLY-funded managed campaign.
Explore Managed CSS →