Some Thoughts On Google's Search Business
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Danny Sullivan discusses Google's search business in December 2015. While Cost Per Click (CPC) rates are dropping year-over-year, Google's paid click volumes and total ad revenues continue growing as it expands into new ad formats like shopping, hotels, and insurance. However, the mobile search landscape remains uncertain as companies like Apple and Microsoft develop their own voice assistants, and it is unclear how much mobile users search within apps versus employing standalone search engines. Overall, Google Search remains strong across both desktop and mobile devices.
![Linkaways
IAB: US Internet Ad Revenues Up 19 Percent In First Half of 2015, Driven By Mobile, Social, Video
IAB: Search Was 50% Of US Digital Ad Spend In 2014, Desktop Still Bigger Than Mobile
Why Google’s Reported CPC Declines Can’t Tell The Story Of “A Mobile Advertising Problem”
Google Product Search To Become Google Shopping, Use Pay-To-Play Model
Google: YouTube Has Been The Cause Of Declining CPCs This Whole Time
Steve Jobs: ‘Search Hasn’t Happened On Mobile Devices’
Google Search Is 4th Most Popular App & Growing Faster Than Facebook [comScore]
Morgan Stanley: No, Apps Aren’t Winning. The Mobile Browser Is
Google App Streaming: A Big Move In Building “The Web Of Apps”](https://image.slidesharecdn.com/1511danny-sullivan-10-ignition-151209074646-lva1-app6892/85/Some-Thoughts-On-Google-s-Search-Business-42-320.jpg)
Some Thoughts On Google's Search Business
- 1. DEC. 2015 SOME THOUGHTS ON GOOGLE’S SEARCH BUSINESS Danny Sullivan, Founding Editor
- 2. @dannysullivan I’m not a financial analyst (and no, I don’t have shares in Google)
- 3. @dannysullivan I am a journalist who has covered Google since it started (you know, when it was just a search engine, not abcdefghijklmnopqrstuvwxyz)
- 4. @dannysullivan Google is much more than SEARCH (and Alphabet much more than Google)
- 5. @dannysullivan But search remains biggest (expensive “mesothelioma attorney” and “structured settlement” search ads fuel those auto-driving cars)
- 8. @dannysullivan But … Cost Per Click is dropping!
- 9. @dannysullivan The Y-Y CPC Plunge!
- 10. @dannysullivan CPCs are half the story (or even less)
- 11. @dannysullivan Growth of paid clicks is up
- 12. @dannysullivan Ad revenues keep adding billions
- 13. @dannysullivan CPCs can drop if you sell more ads than before
- 14. @dannysullivan Like turning all of shopping into ads
- 15. May 2012
- 16. @dannysullivan Or selling hotel bookings
- 17. @dannysullivan
- 19. @dannysullivan
- 21. @dannysullivan
- 22. @dannysullivan CPCs also combine ALL ad types into one figure, so that…
- 23. April 2015
- 24. @dannysullivan Heck, we don’t even know…
- 25. @dannysullivan Actual number of paid clicks
- 27. @dannysullivan CPC for search vs. display vs. video vs. above on mobile
- 28. @dannysullivan But won’t apps kill Google?
- 29. @dannysullivan “On the desktop, search is where it’s at. That’s where the money is. But on a mobile device, search hasn’t happened. Search is not where it’s at. People are not searching on a mobile device like they do on the desktop.” -- Steve Jobs, April 2010
- 30. @dannysullivan “When people want to find a place to go to dinner, they're not searching; they're going to Yelp.” -- Steve Jobs, April 2010
- 31. @dannysullivan We actually know very little about how people search on mobile
- 32. @dannysullivan comScore doesn’t report mobile search share, only desktop
- 33. @dannysullivan No one seems to track use of Siri vs. Google Now vs. Cortana vs. actual searches in individual apps
- 34. @dannysullivan
- 35. @dannysullivan Google Search 4th Most Popular App
- 36. @dannysullivan Apps Haven’t Killed The Mobile Web
- 37. @dannysullivan Google Search Is Strong In Both
- 39. @dannysullivan
- 40. @dannysullivan Google, like any company, faces challenges
- 41. @dannysullivan But for its biggest product: SEARCH the mojo remains strong & forward-looking
- 42. Linkaways IAB: US Internet Ad Revenues Up 19 Percent In First Half of 2015, Driven By Mobile, Social, Video IAB: Search Was 50% Of US Digital Ad Spend In 2014, Desktop Still Bigger Than Mobile Why Google’s Reported CPC Declines Can’t Tell The Story Of “A Mobile Advertising Problem” Google Product Search To Become Google Shopping, Use Pay-To-Play Model Google: YouTube Has Been The Cause Of Declining CPCs This Whole Time Steve Jobs: ‘Search Hasn’t Happened On Mobile Devices’ Google Search Is 4th Most Popular App & Growing Faster Than Facebook [comScore] Morgan Stanley: No, Apps Aren’t Winning. The Mobile Browser Is Google App Streaming: A Big Move In Building “The Web Of Apps”
Editor's Notes
- #31: When people want to find a place to go to dinner, they're not searching; they're going to Yelp."