Google Shopping charges a fixed percentage surcharge on the cost-per-click (CPC) paid in the Google auction. This is our fee for serving shopping ads. In practice, the margin is deducted from our bids before they are entered into the auction. The auction is structured in such a way that dealers only pay what is necessary to beat the next highest bidder and do not bid against their own advertisements placed via a different CSS.
Google Shopping therefore recalculates the margin for our bids and applies it again after the auction ends. Google Shopping does not charge any additional fees for its Google quality advisory services.