Launch your own CSS Comparison Engine

                 Display Product Listing Ads under your own agency’s brand name. Use the CSS discount to reduce your CPC or to increase the ROAS at the same cost.

Gain an advantage over other agencies

Visibility of your own agency’s brand

Your company’s name will be displayed in the Google PLA results list.

Up to 20% discount for CPC for all of your customers

You can purchase clicks cheaper which results in the same displays’ participation at much lower cost. Consequently the ROAS increases due to the reduction of the cost of click while maintaining the same revenue.

Higher ROAS at the same CPC

If you don’t reduce your CPC after launching your own CSS service, you will automatically have 25% greater click-rate compared to when you did it directly via Google Shopping.

Acces to Sembot.io tools

Becoming our client in the Sembot CSS service you automatically gain access to all of our tools, which we gradually move to Sembot’s SaaS version.


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Are you an individual customer
and want to buy clicks cheaper?

Join our Sembot CSS Comparison Engine.

Purchasing a subscription for 25£  per month you will get access to all of our tools and our discount.

One-time installation fee is 150£ .

You will keep maintaining your account, exactly as before.
You can also ask us for help and consulting anytime you need.

in THE following 2 years, 90% of PLA in Google in the EU will come from CSS

Don’t you know what Comparison Shopping Services (CSS) is and where does it come from?

Options of CSS cooperation with a customer

There are several options for managing an account within the CSS service. All options are supported by our solution.

The comparison model

CSS creates a Merchant account and Google Ads account, which a customer usually have no access. The customer accounts directly for CSS on the basis of data provided by the agency. The customer doesn’t know the CPC rate that the traffic was purchased on. He sees the cost of it shown by comparison engine and sales from this source in analytics software.

Example: Client pays 2 500€ to the comparison engine to deliver ROAS of X. Comparison engine buys traffic and delivers ROAS of X for 1 250€. Customer sees his revenues & 2 500€ costs. Business goals have been achieved, therefore customer is satisfied. Comparison engine (agency) is satisfied as it has markup of 1 250€, which is impossible to achieve on a standard agency basis.

The examples of comparison engines other than Sembot.io: Idealo.co.uk; Kelkoo.co.uk; Pricerunner.com.

The reseller CSS model

Currently, most CSS brokers sell access to their service either in flat fee model or in % of the service. This way, we don’t limit the possibility of monetizing your price comparison engine. Regardless of the model, even several clients in the broker method cover the subscription cost of our engine.

Example: The client pays the comparison engine 25€ per month for access to the CSS service (discount). The comparison engine invites the customer – the customer accepts – end of the relationship.

The examples of comparison engines other than Sembot.io: Shoptail.eu;  Producthero.com.

The agency model

The agency obtains the access to the customer’s Merchant account and Google Ads account or creates a new one on customer’s behalf and manages the account in the classic way (e.g. the customer is its owner).

For the existing Merchant account, the Agency will send an email to Google with information about the takeover. Google sends an email to the customer. After  customer’s acceptance, the account is constantly linked to the existing Google Ads account. The only change touches the field “By Google” to “By YourAgency” in PLA and 20% cheaper clicks. The settlement between the agency and the client takes place in any way (which means nothing changes).

The example of comparison engines other than Sembot.io: sempai.shop.

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Is such a CSS compliant with Google's rules?

In 100%. In many European markets, SEM agencies which had the appropriate IT possibilities created their own solutions, gaining a significant PLA displays participation.

Sembot allows you to achieve the same results without a hassle & cost of building your own solutions. 

Steps to launch your own comparison engine within CSS

With our software you can launch your own CSS service in less than 2 weeks.

Installation fee 2000€

To start the cooperation, payment of an installation fee is required.

Launching the comparison engine page

After the payment is posted, you redirect your domain to the IP address indicated by us. We launch the comparison engine and provide the access to the panel, where you can add customers and their products' feeds in the form of XML file compatible with Google Merchant (* in the case of other formats we will add a parser).
Sembot Sp. z o. o. remains the owner of the comparison engine and the service of displaying products within the CSS is provided as long as the subscription is paid.

50 stores in the comparison engine

In order to be able to provide CSS services you need to have at least 50 clients in your comparison engine. We can help you deliver stores if you don’t have your own.

Report to Google

After meeting the requirements for the website and the number of customers, we register the comparison engine to the CSS service. Usually the service is already active in a week from the date of registration. If the website isn't qualified for the programme, the installation fee is refunded.

Subscription fee from 500€ per month for 50 Clients accounts

After receiving the acceptance of the comparison engine as a service operating within CSS, the subscription period begins. The subscription should be paid in advance for a monthly period in the SaaS subscription model.

Connecting customers


Send the Merchant ID of the customer you want to connect to your CSS maintainer.


Google sends an email to the customer asking for confirmation of the connection with CSS.


The customer accepts. From this moment, the offer is displayed with the “By YourAgency”.

You can also simply create a new Merchant account for each new customer as a Merchant CSS Sub-Account and link this to an existing Google Ads account or simply create a new Google Ads account.


How does CSS translate into agency’s performance?


You will pay only 80% of the current cost per click.

-20% CPC = 25% higher ROAS

After implementing CSS on existing and active campaigns of your customers, you will get an increase in the participation in displays at the same price for the broadcast. This is because the bidding is done at the stake without Google Shopping commission. This means an automatic increase in ROAS, as additional emission translates into higher revenue .

At the same time it is possible to lower the CPC and have the same participation in displays as before the CSS implementation – it is especially useful when the Client’s account had a very high share in winning auctions and increasing it is pointless.

How do I know there is a discount?

Google support about its “Google Shopping” service, the default CSS:
“According to the European Commission’s requirements, Google Shopping has to ensure its own profitability. That’s why we now deduct a certain percentage of the margin before the seller’s bid is put up for auction. The margin is included in the CPC that the seller will pay and is only charged if the user clicks on any of the seller’s ads. We encourage merchants to compare the costs and reimbursement policies associated with using different marketing channels to see which one suits them best.”

This means that when you buy PLA advertising through Google Shopping (by default) you pay a certain commission. The amount of this commission remains undisclosed.

Where did the 20% discount on CSS come from?

In short, it was examined. Working on the same large, stable campaign after CSS activation on an account, the participation in displays is growing (so we are bidding with a larger CPC). By lowering the cost per click, we reduce the share in the displays. After reducing the CPC by about 20%, we get the results of participation in displays as before the launch of the CSS service.

Lowering the CPC is not in my interest! My salary is a commission on expenses.

Then don’t lower it! In this case, with the CPC unchanged, the real bid rate in the auction is 25% higher than on Google Shopping. This means a higher participation in displays and therefore a higher revenue. Costs remain unchanged, revenue increases and so does the ROAS, which is probably included in the contract with the customer.

What happens when everyone uses CSS?

That is the goal of Google. As soon as most products come from CSS it will automatically increase the cost per click. Then the discount will lose its rationale (because everyone will have it), and the reference point will be commissions that each CSS takes.

Today, a small number of shops in Europe use CSS. Until CSS becomes a standard you will have an advantage in auctions thanks to our solution. During this time, we will implement solutions that will improve your daily work and increase its effectiveness. After the disappearance of the discount – due to the fact that the whole market will use CSS – you will have lower labour costs thanks to Sembot.io solutions, own branding in the search engine and our bidding algorithms.

Start now.

Bonus - Sembot.io tools

All accounts added to CSS will be able to benefit from the full capabilities of Sembot.io within the limit of the "owner" account's transaction limit.

Product Feed optimization

You can make changes in products - change titles, descriptions and photos directly in our panel.

A/B tests of products' descriptions

Possibility to copy products and compare efficiencies.

PLA effectiveness analysis

We will combine data from Google Ads, Analytics, Merchant Center and advice which products you should display and which you should reduce the cost per click, everything to improve your performance.

Generate PLA campaigns

Generate multi-level campaigns with just a few clicks, including funnel of keywords and SPAG.

PLA bidding optimization

We will provide you with our bidding strategies and allow you to create your own rules and behavioural patterns depending on the effectiveness of the individual products.

In addition, we will gradually move to Sembot in SaaS version our existing copyright solutions, such as phone call tracking, fraud detection, clicks analyst, etc. and implement new ones, including those proposed by you.

Using additional functionalities consumes the transaction limit assigned to the owner's account in the Sembot.io system. If you use your initial transaction limit, you can top it up at the price of £25 for 1 million transactions. Only connecting an account to the CSS system does not consume operations.

Advertiser Dashboard

The purpose of the Sembot.io is not to provide a CSS service. Our goal is to create main control panel for conducting campaigns in various web channels. CSS is only a beautiful beginning of the functionality that we will implement for you.

Price list for agencies

CSS + The possibility of using the services of our system Sembot.io

Sembot CSS Reseller

Contact us
  • Commission per each connected customer
  • Unlimited number of Merchant accounts in CSS
  • Discount up to 20% on CPC in PLA
  • Comparison engine sembot.eu
  • No installation fee


  • Unlimited number of Merchant accounts in CSS
  • Discount up to 20% on CPC in PLA
  • Your own comparison engine CSS
  • 10 000 000 operations in Sembot.io for free
  • Installation fee 2000 €

*operations – number of transactions executed under the Sembot.io system. At this stage, the only operation is to process a single product. Depending on the frequency of processing (once a day, once in a month), a different amount of resources is used. All newly added modules to Sembot.io will work with operations as a source of limits. Operations can be bought back at a price of 25€ per 1 000 000 operations.

*The number of accounts refers to the number of stores connected to the CSS service.

Contact us

                                                          If you are interested in our product or have any questions, please contact us, preferably using the form below.

(+44) 203 80 79 790

9:00 – 19:00


4th Floor, 18 St. Cross Street,

London, EC1N 8UN

Email support@sembot.io