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Google’s ad revenue accounted for 87.6% of total revenues in Q3 2017

Google posted revenues of $27.5 billion for the quarter ended September 30, 2017 (Q3 2017). Of this, advertising revenue accounted for $24 billion or 87.6%. And of the total ad revenue, revenues from Google sites contributed $19.7 billion or 82%, while revenues from network members' properties contributed $4.3 billion. Revenues from 'Other Bets' i.e., xyz, stood at $302 million. Google's Traffic Acquisition Cost (TAC) for the quarter stood at $5.5 billion, up 31.56% from $4.18 billion for the corresponding quarter last year. TAC was 23% of Google's total ad revenue for the quarter, as compared to 21% in Q3 2016. Paid clicks and cost-per-click There was 47% year-on-year (YoY) increase in total paid clicks, and a 6% quarter-on-quarter (QoQ) increase. Paid clicks on Google sites increases 55% YoY and 7% QoQ, while on Google Network Members's properties paid clicks grew 10% YoY and 2% QoQ. The total cost-per-click (CPC) decreased 18% YoY, but witnessed a marginal 1% increase QoQ. On Google sites, CPC dipped 21% YoY and had a similarly marginal 1% growth QoQ, while on Google Network Members' properties CPC declined 5% YoY and remained stagnant on QoQ basis. Some other takeaways from Alphabet’s earnings call: Advertising Google's advertising revenues for the quarter stood at $24 billion, up 21.4% from ad revenues of $19.8 billion in the same quarter last year. While answering an analyst question regarding Google's ad experience across mobile and desktop, Alphabet Inc's chief financial officer, Ruth Porat said that they're "running a lot of experiments…

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