Comparison Listing ads for Comparison Shopping Services

In 2017, Google launched the Comparison Shopping Services (CSS) program, which enables Comparison Shopping Services to place Shopping ads on Google on behalf of merchants in EEA countries.

We’re now introducing a beta for Comparison Listing ads, a new ad format which shows a selection of products that are available on a CSS’s website in a single ad. In addition to the carousel of Shopping ads that shows on Google’s general search results pages, a second carousel of Comparison Listing ads may also appear.

How it works


When enough relevant Comparison Listing ads are available for a given search, the Shopping unit will show two tabs, the “Products” tab and the “Comparison sites” tab. You can switch between the “Products” view, which shows Shopping ads, and the “Comparison sites” view, which shows Comparison Listing ads. After clicking a Comparison Listing ad, a shopper is taken to a landing page on the CSS’s website where they can compare related products from several merchants.

Comparison Listing ads are currently available in a limited beta in the EEA.

Was this helpful?
How can we improve it?