Not using tax strategies when you are major corporation with millions of shareholders would not be in the interests of the company and it is silly to expect them to voluntarily pay more, especially for some subjective belief on what the "right" amount is.
If you would like them to pay more then change the law to make them do so.
I don't support the legal tax loopholes but don't think there should be much relation between legal taxes and fines for bad practices (unless ofcourse the bad practice is illegal tax evasion).
Note that I am fully in support of the EU's fines for both Google's antitrust violations and their privacy abuses, and agree that they should have no bearing on taxation.
I doubt there would be no fines; but if Google were paying a "fair" amount of taxes then there would be less of an adversarial relationship with governments: huge fines would be like harming the goose that lays golden eggs.
With Google's current tax avoidance/evasion they're just a regular, tasty-looking goose.