There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
The average cost-per-click for Google’s ads, both on the search giant’s own sites and those of its network members, have declined by 8 per cent year-on-year, the company revealed in its Q3 results.
CPC was also down 4 per cent compared to the prior quarter.
However, paid clicks for the quarter increased 26 per cent over Q3 2012. Traffic acquisition costs – the revenue shared with partners – grew to $2.97 billion, up from $2.77 billion in the same quarter last year; an increase of two percentage points compared to Q3 2012.
The company reported revenue of US$14.89 for the quarter, up 12 per cent compared to the same period last year. (Google’s revenue reporting does not take into account traffic acquisition costs of US$2.97.)
Larry Page: Multi-screen ‘at a scale few imagined’
In earnings remarks, which he also posted to Google Plus, Google CEO Larry Page said that the multi-screen world has arrived “at a scale few imagined”.
“People increasingly have more than one device. And screens are proliferating -- in the home as well as wearable screens like watches and Google Glass.”
“When Android was still a skunkworks project, I used to feel kind of guilty visiting the team,” the CEO said. “We were a search company and building a new operating system wasn’t an obvious move to most people. Turns out that was a lot of misplaced guilt! Over 1 billion Android devices have now been activated worldwide – and 1.5M devices are lit up every day.”
Page said he was also “tremendously excited” about Chromebooks – the lightweight notebooks that run Google’s Chrome OS and are focussed on providing access to the company’s cloud-based services.
“As screens multiply, the ability to navigate across them seamlessly becomes more and more important,” Page said.