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Google revenues at $16.5Bn for Q3 2014; Paid clicks up 17% while CPC dips 2%

Google has reported consolidated revenues of $16.5 billion for the quarter ended September 30, 2014, registering a 20% increase from $14.89 billion in the same quarter last year. Note that these revenues include traffic acquisition cost of $3.35 billion for the quarter.


Google owned sites vs network: The revenues from Google-owned sites was at $11.25 billion for the quarter, up 20% year-on-year (YoY) from $9.38 billion in Q3 2013, while the network revenues from partner sites (i.e. through Adsense programs) were at $3.43 billion, a modest 9% growth YoY from $3.15 billion in Q3 2013.

The total advertising revenues was at $14.68 billion for the quarter. It continues to dominate Google’s overall revenues, accounting for 89% of the company’s revenues for the quarter.

What’s worth noting here though is that Google hasn’t provided any indication on how its mobile ad business is performing, unlike its competitor Facebook which had mentioned in the previous quarter that mobile advertising accounts for 62% of its overall advertising revenues. (Also readThe Switch To Mobile)

Other Revenues: Other revenues for the company was at $1.84 billion for the quarter, registering a significant 50% increase from $1.23 billion in Q2 2013. Other revenues comprises revenues generated from content sales and hardware sales on Google Play.

International Revenues is 58% of total revenues: Google revenues from outside of the United States was at $9.55 billion, representing 58% of its total revenues for the quarter, same as the previous quarter (Q2 2014) but up from 56% in the same quarter last year (Q2 2013). It’s UK revenues were at $1.63 billion for the quarter. While Google doesn’t disclose India revenues, it reported revenues of Rs 3,050.69 crore (around $507.35 million at applicable exchange rates) for the 12 month period ended March 31, 2014.

Motorola Mobility Revenues: Google mentions that if Motorola Mobility results was presented an operating segment, it’s revenues would’ve been $1.69 billion, as compared to $1.18 billion in the same quarter last year. The segment however would’ve reported losses of $185 million for the quarter, as compared to $193 million loss in the same quarter last year. This loss includes a pre-tax adjustment of $26 million related to the release of certain revenue deferrals for the segment.

Google had stopped including Motorola Mobility revenues within its consolidated results after selling it to Lenovo for $2.9 billion in January this year.

Paid Clicks increase by 17% YoY: Aggregate paid clicks, which includes clicks related to ads served on Google sites and AdSense partner sites, increased by around 17% YoY and by around 2% quarter-on-quarter (QoQ). In comparison, the paid clicks had grown by 25% YoY in the previous quarter and 26% YoY in the same quarter last year.

Google Q3 2014 Paid Clicks

– Google owned sites vs network paid clicks: Paid clicks on Google owned sites grew by around 24% YoY and around 4% QoQ. This includes Google Search, YouTube engagement ads like TrueView and other properties like Maps and Finance.

On the other hand, Network paid clicks increased by just around 2% YoY and actually declined by around 4% QoQ. Network paid clicks includes clicks on ads served on non-Google properties through its AdSense for Search, AdSense for Content, and AdMob businesses.

Google Q3 2014 CPC

Cost-Per-Click dips by 2%: Average cost-per-click, which includes clicks related to ads served on Google sites and AdSense partner sites, however continues to slide. It dipped by 2% YoY and remained flat QoQ.

The cost-per-click for Google owned sites dipped by 4% YoY and 1% QoQ while the network cost-per-click dipped by 4% YoY and 2% QoQ.

Traffic Acquisition Costs: The traffic acquisition cost (TAC) which is essentially a part of Google’s revenues that it shares with its partners, was at $3.35 billion for the quarter, up from $2.97 billion in the same quarter last year. Of this, $2.42 billion was paid by Google to its network members and the remaining $927 million was paid to certain distribution partners & others who directed traffic to Google’s website.

Total Cash: As of September 30, 2014, Google has $62.16 billion money in form of cash, cash equivalents, and marketable securities, compared to $58.72 billion as of December 31, 2013.

Headcount: Globally, Google has 55,030 full-time employees as of September 30, 2014. This includes 51,564 employees in Google and 3,466 employees in Motorola. In comparison, Google had 52,069 full-time employees (48,584 in Google and 3,485 in Motorola Mobile) in the previous quarter.

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