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Google revenues at $18.1Bn for Q4 2014; Paid clicks up 14% while CPC dips 3%

Google has reported consolidated revenues of $18.1 billion for the quarter ended December 31, 2014, registering a 15% increase from $16.86 billion in the same quarter last year. Note that these revenues include traffic acquisition cost of $3.62 billion for the quarter.


Google owned sites vs network: The revenues from Google-owned sites was at $12.43 billion for the quarter, up 18% year-on-year (YoY) from $10.54 billion in Q4 2013, while the network revenues from partner sites (i.e. through Adsense programs) were at $3.72 billion, up 6% YoY from $3.72 billion in Q3 2013.

The total advertising revenues was at $16.45 billion for the quarter. It continues to dominate Google’s overall revenues, accounting for 90.9% 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 66% of its overall advertising revenues. (Also readThe Switch To Mobile)

Other Revenues: Other revenues for the company was at $1.95 billion for the quarter, registering a significant 19% increase from $1.65 billion in Q3 2013. Other revenues comprises revenues generated from content sales and hardware sales on Google Play.

International Revenues is 56% of total revenues: Google revenues from outside of the United States was at $10.23 billion, representing 56% of its total revenues for the quarter, down from 58% in Q3 2014 but same as that in the corresponding quarter last year (Q3 2013). It’s UK revenues were at $1.66 billion for the quarter. While Google doesn’t disclose India revenues, it had 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 informed that on October 29, 2014 they closed the sale of the Motorola Mobility. The sale resulted in a gain of $740 million (net of tax). Google had sold parts of Motorola Mobility to Lenovo for $2.9 billion in January last year.

Paid Clicks increase by 14% YoY: Aggregate paid clicks, which includes clicks related to ads served on Google sites and AdSense partner sites, increased by around 14% YoY and by around 11% quarter-on-quarter (QoQ). In comparison, the paid clicks had grown by 17% YoY in the previous quarter.

– Google owned sites vs network paid clicks: Paid clicks on Google owned sites grew by around 25% YoY and around 18% QoQ. This includes Google Search, YouTube engagement ads like TrueView and other properties like Maps and Finance.

On the other hand, Network paid clicks decreased by 11% YoY and by 7% QoQ. Network paid clicks includes clicks on ads served on non-Google properties through its AdSense for Search, AdSense for Content, and AdMob businesses.

Paid Clicks - Google

Cost-Per-Click dips by 3%: 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 3% YoY and also by 3% QoQ.

The cost-per-click for Google owned sites dipped by 8% YoY and 8% QoQ while the network cost-per-click dipped by 6% YoY and 10% QoQ.

Cost Per Click - Google

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 $3.62 billion for the quarter, up from $3.31 billion in the same quarter last year. Of this, $2.66 billion was paid by Google to its network members and the remaining $968 million was paid to certain distribution partners & others who directed traffic to Google’s website.

– Other Cost of Revenues: Other cost of revenues increased to $3.30 billion for this quarter, as compared to $2.94 billion in the same quarter last year. This is comprised primarily of data center operational expenses, content acquisition costs,  revenue share payments to mobile carriers and original equipment manufacturers, and hardware inventory costs.

Total Cash: As of December 31, 2014, Google has $64.40 billion money in form of cash, cash equivalents, and marketable securities, compared to $62.18 billion as of September 30, 2014.

Headcount: Globally, Google has 53,600 full-time employees as of December 31, 2014, as compared to 51,564 full-time employees at the end of the previous quarter.

Also Read: Google Q4 2014 Concall: YouTube has over 1 bn users; Programmatic usage doubles

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