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Google revenues at $17.7B for Q2 2015; paid clicks up 18%


Search giant Google has reported consolidated revenues of $17.7 billion for the quarter ended June 30, 2015, registering a 11% increase from $15.96 billion in the same quarter last year. Note that these revenues include traffic acquisition cost of $3.38 billion for the quarter.


– Google owned sites vs network: The revenues from Google-owned sites was at $12.4 billion for the quarter, up 13% year-on-year (YoY) from $10.94 billion in Q2 2014, while the network revenues from partner sites (i.e. through Adsense programs) were at $3.62 billion, up 2% YoY from $3.56 billion in Q2 2014.

The total advertising revenues were at $16.02 billion for the quarter and continues to dominate Google’s overall revenues, accounting for 90% of the company’s revenues for the quarter.

Note that Google still does not provide any indication on how its mobile ad business is performing, unlike its competitor Facebook which has reported that mobile advertising accounted for 73% of its overall advertising revenues in Q1 2015.

– Other Revenues: Other revenues for the company were at $1.704 billion for the quarter, registering a 17% increase from $1.46 billion in Q2 2014. Other revenues comprise revenues generated from content sales and hardware sales on Google Play.

– International Revenues is 57% of total revenues: Google revenues from outside of the United States were at $9.75 billion, representing 55% of its total revenues for the quarter. It’s UK revenues were at $1.77 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.

– Paid Clicks increase by 18% YoY: Aggregate paid clicks, which includes clicks related to ads served on Google sites and AdSense partner sites, increased by around 18% YoY. On a quarter-on-quarter basis (q-o-q), the paid clicks increased by 7. In comparison, the paid clicks had grown by 13% in the preceding quarter.

Google paid clicks Q2-2015

– Google owned sites vs network paid clicks: Paid clicks on Google owned sites grew by around 30% YoY, and  it increased by 10% 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 9% YoY and dropped by 2% QoQ. Network paid clicks include clicks on ads served on non-Google properties through its AdSense for Search, AdSense for Content, and AdMob businesses.

– Cost-Per-Click dips by 11%: Aggregate cost-per-click, which includes clicks related to ads served on Google sites and AdSense partner sites, however continues to slide. It dipped by 11% YoY and by 4% QoQ.

The cost-per-click for Google owned sites dipped by 16% YoY and 5% QoQ, while the network cost-per-click decreased marginally by 3% YoY, and dipped by 3% QoQ.

Google costperclick Q2-2015

– 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 $3.38 billion for the quarter, up from $3.29 billion in the same quarter last year. Of this, $2.43 billion was paid by Google to its network members and the remaining $945 million was paid to certain distribution partners & others who directed traffic to Google’s website.

Google TAC Q2-2015

– Other Cost of Revenues: Other cost of revenues increased to $3.20 billion for this quarter, as compared to $2.82 billion in the same quarter last year. This is consisted 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 June 30, 2015, Google has $69.78 billion money in form of cash, cash equivalents, and marketable securities, compared to $65.43 billion as of March 31, 2015.

– Headcount: Globally, Google has 57,148 full-time employees as of June 30, 2015, as compared to 55,419 full-time employees at the end of the preceding quarter.

Search algorithms tweaked: In April, Google marked down websites that weren’t mobile friendly in search rankings and marked up websites that were mobile friendly. The search giant would also look at individual pages for a particular domain based on this new parameter. Note that this change in ranking would only reflect in searches made through mobile phones and not for searches made on a tablet or desktop.

Android Pay: In June, Google unveiled an open platform API called Android Pay to enable its users to make payments from credit cards within the Android app.

Google buy button: In May, it was reported that Google will add a buy button on its search results pages for products on mobile devices.  The button will appear next to sponsored or paid search results, which are usually on the top of the page, and will be displayed under “Shop on Google”.

Download: Press release | Presentation | Financials

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