Alphabet (Google) earnings driven by strong mobile search advertising

Alphabet, this week, announced Q4 2015 results of both its Google and Other Bets subsidiaries. Google total revenues were up 18% the year over at $21.2bn. Advertising made up $19.1bn of that revenue. Another $2.1bn came from entertainment stores Play and the Android App Store.
Aggregate cost-per-click dropped 13% the year over due to pressure on prices of online ads. The number of ads served across Google and partner sites increased by 31% from 2014. Google said that website paid clicks could be mostly attributed to YouTube TrueView and that much of its ad revenue growth in Q4 2015 was due to its mobile and programmatic efforts.
Paid clicks and cost-per-click information
Ruth Porat, CFO, Alphabet, says:
ruth porat

“Our very strong revenue growth in Q4 reflects the vibrancy of our business, driven by mobile search as well as YouTube and programmatic advertising, all areas in which we’ve been investing for many years. We’re excited about the opportunities we have across Google and Other Bets to use technology to improve the lives of billions of people.”

Following news from Facebook that mobile search was having a significant impact on the company’s latest revenues, mobile search now makes up half of Google’s entire search business. The company has been busy expanding its mobile search options, including tests to roll out app installs from within search results. According to a report from Merkle, 52% of Google paid search traffic now comes from mobile devices.
The latest results are highlighting the success and value of mobile search for marketers.

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