Can you add a CSS partner without replacing your existing campaigns?

Adding a route and switching an account are different decisions

A PPC lead considering CSS should first establish what is changing. GMVLY Managed CSS funds and operates a separate campaign route. Your team can keep its current CSS and core campaigns. GMVLY Self serve CSS instead supports your own activity through a CSS connection; the chosen Merchant Center needs a verified association change.

Using both means separate responsibilities and charges: your team funds its campaigns and pays the Self-service subscription; GMVLY funds its campaigns and earns the agreed commission on completed managed sales.

What Google says about multiple CSSs

Google permits merchants to work with multiple CSSs. Its guidance states that a merchant is not second-priced against itself. Bids from another CSS for the same merchant do not set the winning click price against that merchant.

This explains an auction rule. It does not establish that every sale from an additional partner is new to the business, or that campaigns will never overlap. Treat those as separate questions in your commercial review.

Give your team a clear division of work

Before adding a managed route, discuss which products and markets it will pursue, how it fits your core campaigns, and any brand or product restrictions. GMVLY’s managed route aims at long-tail demand; that targeting approach is not a guarantee of incremental sales.

Make sure the PPC owner and affiliate programme owner are both involved. The affiliate route determines tracking and commission, while the PPC team needs to understand how the campaign activity fits its target and existing setup.

• Document the catalogue and market scope.
• Confirm brand restrictions and the process for checking them.
• Confirm your programme terms with your affiliate manager; GMVLY agrees the campaign scope and commercial rate.
• Set a review window and identify the information each party needs.

Evaluate total value alongside attributed sales

Review completed sales, commission and absolute volume alongside your existing activity. Avoid concluding that a partner adds value purely because it receives attribution, or dismissing it solely because its products overlap with your catalogue.

If you need an incrementality assessment, agree the method and data access before making the claim. Seasonality, promotions, stock availability and campaign changes can all affect the comparison. Make the limits of the evidence clear when presenting the result internally.

Choose the account action that fits your goal

For another funded sales route, start with a Managed CSS discussion. For a different CSS connection to campaigns you already run, use the switch checklist. Do not approve a Merchant Center switch just because you are exploring an additional managed partner.