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As promised, Google provided a little more detail on its key ad metrics: growth in the number of paid clicks, and the price per click. Now, here’s the same indexed approach using the splits Google provided for the first time today.
With the help of this additional data, we can see that prices have actually been falling both on Google’s own sites and on partner sites, by similar rates.
The point remains, however, that Search metrics are healthier than Display metrics for the most part, especially on the pricing side.
Network revenues are growing much more slowly than Google Site revenues, though with Site revenues a much greater proportion of the total (about 75%), they drive the overall growth rate for ad revenues. What you can see is that we’re in the third major boom in hiring at Google since its IPO.
When you look at quarterly growth as a percent of the employee base, Google seems to be settling in at around 5% growth per quarter. Despite all this analysis, there are still two major Google businesses we know almost nothing about from a financial perspective: mobile and YouTube. Click on the button below to subscribe and wait for a new Facebook message from the TC Messenger news bot.
As a percentage of Google’s total revenues, Friedland estimates that mobile grew from 3 percent in 2010 to 7 percent last year and will almost double again to 13 percent in 2012.
During Google’s latest earnings call last Thursday, Page disclosed that all display ad revenus (which includes mobile) is now at a $5 billion annualized run-rate. If indeed we are going to go from 509 million active smart mobile devices to 914 million, that would be a huge jump and could drive mobile ad revenues sky-high, especially if Google increases the amount it makes from each device. Google is a multinational corporation that is specialized in internet-related services and products.
One of those very specific changes, is one which requires customers to buy mobile ads, even if they don’t monetize on that specific channel. AdSense has been criticised for its part in aiding sites in its network with stolen articles and spam content, with allowing them to profit while sending them even more traffic; naming Google and its networks as an accessory in this activity. The decline in AdSense usage is also speaking to Google’s lacking in its capabilities, through their indexing algorithm, to block traffic being sent to scrapper and spam sites.
Google responded with its “Panda” update, which cracked down on the low quality content found on sites and its “Penguin” update crunched lower quality sites, causing many of them to lose the traffic that drove them. From the looks of it, publishers of lower quality websites are taking the hit, as higher quality publishers are benefiting from increased traffic through a better “quality drive” through search. Another uphill battle we see for smaller publishers is that account levels are taking precedence.
We see these numbers being attributed to the pruning of the network to include higher quality sites, thus higher quality ads. What we have seen is that more and more advertisers and small publishers are now flocking to ad networks that quite simply pay more. Smaller publishers are now looking to spread their wings to other outlets, as diversification is becoming a key component in the game plans of many having the intentions of increasing the number of income streams they live by. While there is no direct competitor of Google Adsense yet, there are few effective alternatives that could be seen as the other revenue junctions for publishers. Will Apple Sink to The Depths With The Fall of iPhones or Can the Giant Weather The Storm ? Dazeinfo Inc is one of the leading industry intelligence platforms, immensely focused on creating business content that revolve around industry gowth, companies performance, analysis, market research and projection.Our content and service help business executives make fact-based decisions and accelerate their growth. Five years ago, I sat in an auditorium at Stanford University and listened to Marissa Mayer explain how much Google cared about the financial fortunes of the newspaper industry.
Mayer, as the lone panelist from a purely web-based company, spoke of depending on trusted content providers like those seated beside her and of having a stake in seeing their news organizations prosper financially so reporters and editors can continue to be paid to produce quality stories.
Flash forward half a decade, and it turns out that newspapers weren't the strongest, the most intelligent, or the most adaptable.

The chart above, from Statista's Felix Richter, plots Google's digital advertising revenue against the print advertising revenue of all U.S.
If Google did have a stake in the newspaper industry's success, now might be a good time to go ahead and pull it out. During the first six months of 2012, Google generated more money in advertising revenue than all U.S. Still, the data clearly shows that Google's ad revenue is trending up from year-to-year while print revenue is declining. But it’s also seen a good increase in the number of ads sold year on year in Display.
But two fundamental trends are working against both companies: more competition in Display, and a shift to mobile, where some competitors have a stronger position. Network revenue growth has actually recovered somewhat in the last few quarters, having briefly dipped to zero late last year. But headcount and capital expenditures point to an interesting trend over recent quarters: a massive ramping up of investment in both people and infrastructure.
The first was in 2007, but was cut short by the recession, which forced Google to reduce headcount for several quarters.
Even with all the hiring Google is doing, the new employees are generating as much revenue as the existing ones.
Among the four big consumer tech companies (Amazon, Apple, Google and Microsoft), only Amazon is hiring faster.
Cowen analyst Jim Friedland estimates that Google is generating $7 per year from each smartphone (and tablet). By 2016, he expects mobile to be a $20 billion business for Google, and represent 26 percent of its total revenues. Friedland expects Google to be able to squeeze another dollar out of each smartphone user this year, or $8.
The decline is being attributed to Google’s advertising policy changes, according to Google’s CFO Patrick Pichette. Google has also reported a significant drop in the number of clicks on its ads, with the introduction of mobile ads acting as the catalyst to this demise; as mobile ads only produce a fraction of the revenue of those of ads on desktops. Their inability to distinguish legitimate from spam websites, spoke to a flaw in their algorithm. As under Google’s DoubleClick brand, it is mainly big brand advertising and Ad agencies that are gaining the path into the AdSense network, which appears to have a track record of only being given to those of the highest level of the quality scale.
We are also expecting to see search quality updates similar to “Panda” and “Penguin” in the future, where publishers will also see a drop off in traffic at certain points, which will only serve to strengthen the quality of the user experience. With a decline in revenue in sales through AdSense, this translates to less payouts to users in its balance between profitability and meeting supply and demand. Affiliate marketing, Chitika, Adversal, Cliksor are the few that are largely adopted by publishers. Gary Pruitt, then the CEO of McClatchy Newspapers and now CEO of the Associated Press, said, "We take comfort from Charles Darwin's observation that it's not the strongest species that survives, nor the most intelligent, but the ones most responsive to change.
13: This post originally stated that European papers are trying to prevent Google News from aggregating their headlines. What's more, as Statistica points out, it's impressive that Google is operating at close to parity with the print industry in ad revenues consider that Google is just 14-years old, while the print industry as we know it has been operating for more than a century. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. I’m kicking off my thoughts on Q2 earnings with Google, which reported this afternoon.
What Google actually reports is quarter on quarter and year on year growth rates, which are all over the place, and so hard to read. But overall, Google Sites revenue is up 45% over the last two years, while Network revenue is up just 15%.

But the major driver of growth in recent quarters has been the Play store, mostly apps and to a lesser extent content sales.
Apple added about the same number of employees in the past year, but on a much bigger base of around 80 thousand.
But it’s still a massive investment in the context of what competitors are spending as a percentage of revenue. But it gives absolutely zero data on how either of them is performing, despite detailed reporting from Facebook, Twitter and others on their mobile usage and revenues. He starts with an estimate of total active smartphones and tablets, applies a discount to estimate Google’s penetration, and then builds his model fron there.
With signs of three consecutive quarters indicating declines in Google’s AdSense revenues, it makes a tough call for the future of the ad network. How we see it, food taken off one man’s table and being put on another; tribulations of life?
However, what would be more interesting to Facebook Ad Network that is making news for some time now. Some European papers today are belatedly trying to band together to prevent Google from displaying their headlines without paying royalties.* There's no guarantee that such a scheme would have worked even in 2007, given the Internet ethos that information wants to be free. If Google and content providers are indeed "partners," it's pretty clear that one partner is getting a lot more out of the deal than the other. In fact, they want compensation for headlines and links that appear in non-news search results, as well.
Second, Statistica, does not factor in revenue that comes from ads placed on newspaper websites. I find it makes things a lot more interesting to pick a point in time and then index results back to that point using the sequential quarterly growth rates, as shown in the charts below.
As such, Google continues to be something of a mystery, despite what we can glean from the numbers they do report. We discussed some of the downward pressures on Network via Twitter, but it would also be interesting to speculate on what is behind the steady climb in Google property clicks—which ostensibly has kept the franchise moving forward; YouTube certainly is part of that equation, which folds nicely with the proliferation of Android devices and the popularity of Chromecast. Every company discloses a combination of the minimum it can get away with and other metrics they think help to tell the story they want to tell. Oracle claims that Google already makes $14 from each Android handset, but that number comes from a lawsuit and is likely inflated.
It’s the major component of revenues in the Other category at this point, and growing fast. In June 2006, it had just 7,900 employees in total (it now has 48,600 in the core Google segment). The number of employees added in the past four quarters is greater than at any other period in Google’s history.
Amazon has also been spending enormous amounts on capex compared to its historical levels, but nothing like what Google is now spending. Back in October, CEO Larry Page disclosed that Google’s annualized mobile ad revenue run-rate was $2.5 billion, which is what Friedland estimates for 2011. Well, The Guardian's Roy Greenslade estimates that Google's total revenue also now exceeds that of the entire U.S. Many are mystified in their thoughts on the direction of Google AdSense and what this means for the future of the ad network.

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