RECHARGING SHOPPING ADS EFFICIENCY
How better product data and a customized CSS solution can make Shopping campaigns performance work harder.
THE ENGINE BEHIND SHOPPING ADS
When a customer searches for a product on Google, Shopping Ads can place relevant products directly in front of them.
But what appears in those ads starts with the product feed — the data Google uses to understand and display each product.
Alongside the feed, CSS (Comparison Shopping Service) can influence the economics of Shopping campaigns, creating an opportunity to improve efficiency at scale.
In simple terms: better product data + a more efficient CSS setup = more efficient Shopping performance.
That means Shopping performance is not only about the campaign. It starts with the infrastructure behind it.
A PERFORMANCE MARKETING WORK
For INTERSPORT Greece, MEDIACUBE reshaped the traditional Google Shopping setup by moving from a classic CSS solution to a custom MEDIACUBE CSS offering, designed to improve cost efficiency and unlock stronger Shopping performance.
The approach combined a customised CSS setup with continuous feed optimization through MEDIACUBE’s feed optimization tool, creating a more efficient connection between product data, search visibility and media performance.
The objective was clear: reduce the cost of Shopping Campaigns traffic while improving its quality and commercial value through specialized digital marketing services.
THE CHALLENGE
For a large ecommerce retailer like INTERSPORT, Shopping Campaigns performance depends on more than simply having products visible on Google.
A standard CSS setup can provide the basic foundation, but there is an opportunity to increase campaign performance, particularly when managing a large and diverse product catalogue where every improvement in click efficiency can have a meaningful impact at scale.
INTERSPORT needed a solution that could help make Shopping traffic more cost-efficient while maintaining the scale required for its ecommerce operation.
THE APPROACH
MEDIACUBE introduced its Custom CSS Shopping Solution, moving INTERSPORT from a classic Google CSS setup to a more customised approach.
The new setup was combined with systematic feed optimization, using MEDIACUBE’s feed optimization tool to continuously improve the quality, structure and relatability of product information.
Working in tandem, they created a more efficient Shopping ecosystem designed around the actual performance needs of INTERSPORT.
FROM CLASSIC TO A CUSTOM MORE EFFICIENT CSS
The key change was not simply replacing the basic CSS solution with another. It was about using CSS as an additional performance lever.
By moving from a classic Google CSS solution to MEDIACUBE’s customised CSS offering, INTERSPORT could work towards a more efficient cost structure for Shopping traffic.
Combined with feed optimization, the approach strengthened the full chain:
CUSTOM CSS → LOWER CPC → MORE EFFICIENT TRAFFIC → BETTER CONVERSION EFFICIENCY → STRONGER ROAS
This meant that the same media investment could work harder, creating an opportunity to generate more qualified traffic while controlling acquisition costs.
THE RESULTS
The combination of Custom MEDIACUBE CSS + feed optimization supported improvements across both traffic efficiency and business performance.
A more cost-efficient CSS setup helped reduce the cost of Shopping traffic, while improved efficiency created room to drive more qualified traffic within the available media investment.
Additional, better traffic economics and stronger product data supported more efficient acquisition, which improved cost efficiency, combined with feed optimization and stronger traffic quality, contributed to better return on advertising spend.
Lower Cost Per Click vs classic css
Increase in Shopping Traffic vs classic css
Lower CPA vs classic css
Increase in ROAS vs classic css
THE MEDIACUBE DIFFERENCE
The value came from combining CSS technology, feed intelligence and performance optimization rather than treating them as separate components.
PERFORMANCE STARTS BEFORE THE CLICK
For INTERSPORT, the move to a custom CSS was never just a technical switch. It was a new performance lever, one that made every Shopping click work harder.
Platforms change, but efficiency is undeniable. We proved how CSS, feed intelligence and performance data, working as one, turn the same media investment into more traffic, lower acquisition costs and stronger returns. Supported by expert marketing consultation, now, it’s time to do the same for your Shopping.
Are you ready to make every click count? Let’s make “performance” stories!