Google’s mobile ad investments
help keep Facebook at bay
Google’s efforts to position its
core advertising business for the mobile age are helping it to stave off
challenges from Facebook and other rivals as fourth-quarter ad clicks grew and
the cost-per-click rate fell.
Despite facing a competitive
threat from Facebook, which has been chipping away at Google’s territory by
offering high-value targeted ads, Google is maintaining the strength in its
core advertising business, helped by products such as Brand Lift, which lets
marketers measure a campaign’s impact on brand awareness and interest and ad
recall, and Google Search page product listing ads tailored towards products
and product categories.
Even with revenue of $18.1
billion in the latest quarter, up 15 percent from a year ago, the giant Web
portal is trying to figure out how to handle challenges related to the dropping
CPC rate tied to the migration to mobile from desktop PCs, unfavorable
currency-exchange rates and other factors.
“Mobile is a behavior, not a
device,” Omid Kordestani, Google’s business chief, said in a conference call to
discuss the results.
“People use screens
interchangeably. Google is focused on building an ecosystem,” he said. “It took
desktop a long time to get the right format, it will take mobile [a long time
too].”
No comments:
Post a Comment