Google has confirmed that running Shopping activity via a CSS Partner is 20% cheaper than running it through Google Shopping. For example, a €1 bid through a CSS is worth €1 in the auction, whilst a €1 bid through Google Shopping may only be worth 80 cents. In theory, you could reduce your CPC’s by 20% and still achieve the same share of a search in the Search Engine Results Pages (SERP)
For shoppers searching for your products, Google Shopping ads run through the CSS work in mostly the same way as usual. However, if a user clicks on the WakeupData part of the ad, they will be taken to the CSS website with the search term they used already populated. A click anywhere else on the ad will direct them straight to the product page of your website.