In this episode of the Affiliate Marketing Podcast, host Lee-Ann Johnstone speaks with Joep van den Boer from Shoparize about the role of CSS (Comparison Shopping Services) in affiliate marketing. They discuss the importance of CSS in enhancing visibility on Google Shopping, the technical requirements for working with CSS publishers, and the evolution of CSS in the affiliate landscape. Joep shares insights on how CSS can support SMEs, strategies for working with CSS publishers, and addresses common misconceptions. The conversation also touches on the future of affiliate marketing, success stories, and the importance of testing and transparency in partnerships.
Talking points include:
- Why tracking is crucial for successful affiliate programs
- Where CSS has seen significant growth in recent years
- How CSS helps SMEs compete against larger brands
Listen in here for all of the insights….
Tracking: The Foundation of a Successful CSS Affiliate Strategy
A key takeaway from this episode is the crucial role of tracking in any successful affiliate program. Joep emphasized that while tracking may seem like a given, many businesses still struggle with ensuring their affiliate sales data is captured accurately. Whether you’re using a network, SaaS tool, or an in-house solution, having a solid tracking setup is essential. Without it, brands risk missing out on valuable insights and proper attribution, which directly impacts performance. By integrating CSS publishers with a well-optimized tracking system, advertisers can gain transparency into their campaigns, ensuring that every click and conversion is accounted for.
The Growth of CSS in Affiliate Marketing
The conversation also highlighted how CSS has evolved into one of the most significant revenue drivers for e-commerce brands. Joep shared that in just a few years, CSS has transformed from a niche offering to a must-have affiliate marketing channel. With a 111% year-on-year revenue growth reported by networks, it’s clear that CSS is no longer just an option—it’s a competitive necessity. Brands leveraging CSS gain enhanced visibility in Google Shopping, allowing them to expand their reach, improve conversion rates, and drive incremental sales without inflating their marketing spend.
Leveling the Playing Field for SMEs
One of the most exciting aspects of CSS is its potential to support small and medium-sized enterprises (SMEs) in competing with larger brands. Joep explained how SMEs often struggle with high CPCs when bidding against retail giants, marketplaces, and even direct-to-consumer brands. CSS enables these smaller businesses to gain the same visibility in Google Shopping but on a performance-based model, mitigating the risk of overspending on ads. Additionally, by working with a CSS publisher, SMEs can benefit from strategic insights and data-driven campaign optimizations, ensuring they maximize their return on investment.
If you have any questions, please reach out to Joep on LinkedIn here
Don’t miss Joep at our ELEVATE Summit in London, on July 15th and 16th, where he will be sharing all of his knowledge. So, if you’re an SME listening to this, and you want to get into the affiliate space, or you want to find out about how CSS can help you, come along to ELEVATE and meet him in-person.
Listen to find out more about:
- The technical aspects of working with CSS publishers
- The evolution of CSS in the affiliate landscape
- Supporting SMEs with CSS solutions
Key segments of this podcast and where you can tune in to go direct:
[03:11] Understanding CSS and its importance
[12:48] Strategies for working with CSS Publishers
[24:57] Common challenges and misconceptions
Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.
Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”
Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.
Subscribe to our podcast HERE!
Advertise on our Podcast!
Gain EXPOSURE and Get RESULTS by advertising on The Affiliate Marketing Podcast!
For affiliate managers, podcast ads can be more than just another ad. They are a conversation. When a podcast host talks about a product or service, it feels more like a recommendation from a friend than a traditional advertisement. This level of trust and authenticity is hard to find elsewhere.
Download the Affiliate Marketing Podcast Kit
