Digital media firm NMPi is now the first advertising agency to be acknowleged as a premium shopping comparison service by Google.

Google made moves to bolster its comparison shopping partners programme earlier in the year, and now has over 50 partners. However, to earn a premium partner badge, companies must hold the skills and knowledge to work with over 100 merchants.

“We are thrilled to be the first advertising agency to receive the Premium Google Comparison Shopping Partner Badge. It is our heritage and depth of understanding of Google’s Shopping capabilities that has allowed us to rapidly scale and provide over 100 leading brands with our technology, consultancy and expertise," said NMPi CEO Luke Judge.

“Overall our campaigns have seen a significant drop in CPCs, averaging a 30 per cent reduction in costs whilst maintaining optimal campaign performance.”

NMPi's shopping strategy allows advertisers and agencies to run shopping campaigns through Google at a 20 per cent discounted rate.

The company was also the first in the UK to test Google Shopping pre-launch. NMPi's comparison shopping service was developed in collaboration with its partner, digital tech firm DQ&A.