Google Sees Ad Growth but Earns Less for Each Click — WSJ
Google parent Alphabet Inc. said its advertising business continued to hum, but its fastest-growing segments — mobile and YouTube advertising — are less lucrative than desktop ads.
Alphabet said clicks on its ads surged 52% in the second quarter from a year earlier. But ads on smartphones and with YouTube videos generally earn less money per ad than search ads on traditional computers, the highly targeted ads that appear atop search results. As a result, Google said its revenue per click fell 23% in the quarter, the widest spread between the two metrics in at least six years.
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