Google's Cost Per Click Plummets

Google's parent company, Alphabet, reported a 23% year-on-year increase in revenues for the second quarter on a constant currency basis to 26 billion dollars. Although paid clicks on adverts brokered by Google increased 52%, the aggregate cost per click fell 23%.

Still, Ruth Porat, CFO, said: "Advertising revenues benefitted from the strong performance insights, which was led in particular by tremendous results in mobile search with a strong contribution from YouTube....Healthy growth and network revenues was driven by our programmatic business. We also had substantial growth in other revenues from Cloud, Play and hardware." source: Seeking Alpha transcript