Why does my Shopping ad display "By Bavian"?
Updated 19 October 2026
Shopping ads in Google's search results have a small link at the bottom that names the comparison shopping service (CSS) that placed the ad. Once your Merchant Center account has moved to Bavian's CSS, that link says "By Bavian", or "Fra Bavian" on Danish Google.
Before the move, it said "By Google", unless you were with another CSS. Stores that haven't chosen a CSS run through Google Shopping, which is Google's own CSS.
What it changes
Nothing about your ad itself. The price and the product come from your own feed, and a click on the product still takes the shopper to your shop. Only the small "By Bavian" link goes elsewhere: to css.bavian.com, Bavian's price comparison site, which doesn't sell anything itself.
Good to know
- The Shopping page in Bavian shows CSS partner: Bavian when your account uses Bavian's CSS.
- The link only changes if you move to another CSS or back to Google Shopping. See How do I switch back from Bavian CSS to Google Shopping?