Buy on Google (formerly Google Shopping Actions) doesn’t have a cost per click because it instead has a cost per sale.
The Buy on Google commission fees range from 2-20%, averaging 12%, but this is a huge departure from Google Shopping because Google is effectively mitigating a lot of the risk.
Here’s a typical scenario:
Kohl’s is using Buy on Google
A click on the Product Listing Ad (PLA) will take you to Google Express, where a buyer can purchase the product.
Kohl’s does not pay for clicks, they only pay commission when a user purchases.
Google’s algorithm chooses whether to surface a PLA for Buy on Google or Google Shopping.
Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.