"By Bigconvert.com" under Google Shopping ads: what the label means

The label "By Bigconvert.com", "By Bigconvert" or "By ProductXL.com" under a Google Shopping ad shows which Comparison Shopping Service (CSS) placed the ad. What it means for shoppers, for the store, and why it appears instead of "By Google".

By Updated: 4 min read

You saw a Google Shopping ad with "By Bigconvert.com" under the price and wonder what it is. Short answer: Bigconvert.com is the Comparison Shopping Service (CSS) that placed that ad for the store, and the click takes you straight to the store's website. The full explanation, for shoppers and for stores, below.

What the "By …" label in Google Shopping is

In Europe, every ad in the Google Shopping carousel is placed by a Comparison Shopping Service (CSS). Google requires the name of that service to be shown under the ad, so users know who placed it. When the ad is placed by Google's own service it says "By Google". When a partner CSS placed it, it says that CSS's name: "By Bigconvert.com", "By Bigconvert", "By ProductXL.com" or any other CSS.

The rule dates from 2017, after a European Commission decision that required Google to let other comparison services place Shopping ads too. Details in What is Google CSS.

For shoppers: where you land when you click

Clicking the ad takes you to the website of the store selling the product, not to Bigconvert. Price, stock, delivery and payment are the store's. Bigconvert.com, Bigconvert (gen.ro) and ProductXL.com are price comparison sites where you can look up the same product at several stores, but the ad sends you directly to the store that paid for it.

The label says nothing about the store's quality; it only says which service placed the ad. A trustworthy store with "By Bigconvert.com" is just as trustworthy as one with "By Google".

Save up to 20% on every Google Shopping click

Bigconvert CSS: €18.99 per month per store, no commission, cancel anytime. Activation takes 5 minutes.

Activate Bigconvert CSS

For stores: why it appears on my ads

If the label appears on your ads, your Merchant Center account is linked to one of the CSSs operated by Bigconvert. That happens in two situations:

  • You (or your agency) activated Bigconvert CSS (css.bigconvert.com) or one of our CSSs, so that 100% of your bid enters the auction instead of ~80%.
  • You are a client of the Bigconvert agency or of a partner that uses our CSSs for the accounts it manages.

You can check at any time in Merchant Center → Settings → Comparison Shopping Services which CSSs are linked to your account, and deactivate or change them with one click. The Merchant Center account stays yours.

Why three names: Bigconvert runs three comparison sites approved separately by Google, Bigconvert.com (shop.bigconvert.com), Bigconvert (gen.ro) and ProductXL.com (shop.productxl.com). The saving and the terms are identical; only the comparison site through which the ads are placed differs.

How to change the label

The label follows the active CSS in Merchant Center. To go back to "By Google", reactivate Google Shopping and deactivate the partner CSS on the same settings page. To move from "By Google" to "By Bigconvert.com", activate Bigconvert CSS; the steps are in How to switch to a CSS.

Frequently asked questions

What does "By Bigconvert.com" mean in Google Shopping?expand_more

That the ad was placed through Bigconvert.com, a Google-approved Comparison Shopping Service. The click lands on the store's website.

Does Bigconvert sell the product in the ad?expand_more

No. The product is sold by the store named in the ad. Bigconvert only places the ad on the store's behalf.

Does the label affect how often my ad shows?expand_more

Not negatively. On the contrary: through a partner CSS 100% of your bid enters the auction, against ~80% through Google's CSS, so you can show more often for the same budget.

Why do some stores show "By Bigconvert" and others "By Bigconvert.com"?expand_more

They are two different comparison sites operated by Bigconvert (gen.ro and shop.bigconvert.com), approved separately by Google. The terms are the same.

Save up to 20% on every Google Shopping click

Bigconvert CSS: €18.99 per month per store, no commission, cancel anytime. Activation takes 5 minutes.

Activate Bigconvert CSS

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