Feeds

Google paid click rate decelerates (again)

Good news or bad?

The Power of One Infographic

For the third straight month, the number of people clicking on Google ads didn't grow quite as quickly as it has in the past. At least, that's the word from market research outfit comScore.

The question is whether this slowdown in paid click growth will significantly affect Google's first quarter earnings, due for an unveiling tomorrow afternoon. The world's largest search engine claims that the paid click dip is part of its master plan to improve the company's longterm well-being. By decreasing "unintentional clicks," the company says, it can increase advertiser "conversions."

Released late yesterday, comScore's new report insists that Google paid clicks increased only 2.7 per cent in March compared with the same month last year, The Wall Street Journal reports. And for the entire first quarter, comScore says, paid clicks increased only 1.8 per cent from the previous year.

Meanwhile, year-over-year paid clicks grew 25 per cent in the fourth quarter and 48 per cent in the third.

Earlier in the year, when comScore noticed that Google's paid clicks dipped significantly from December to January, Wall Street had a fit, and the company's stock price tumbled almost 10 per cent in two days. But then comScore "clarified" its report, arguing that everything was A-OK with the Mountain View outfit.

"The evidence suggests that the softness in Google’s paid click metrics is primarily a result of Google’s own quality initiatives that result in a reduction in the number of paid listings and, therefore, the opportunity for paid clicks to occur," the research outfit said.

Indeed, Google may have increased first quarter revenues by charging advertisers more for the average click. This is well within its powers. ®

Boost IT visibility and business value

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple ran off to IBM
But never fear fanbois, you're still lapping up iPhones, Macs
Nadella: Apps must run on ALL WINDOWS – PCs, slabs and mobes
Phone egg, meet desktop chicken - your mother
HP, Microsoft prove it again: Big Business doesn't create jobs
SMEs get lip service - what they need is dinner at the Club
ITC: Seagate and LSI can infringe Realtek patents because Realtek isn't in the US
Land of the (get off scot) free, when it's a foreign owner
Samsung threatens to cut ties with supplier over child labour allegations
Vows to uphold 'zero tolerance' policy on underage workers
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
prev story

Whitepapers

Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.