While Google continues to grow its advertising revenue (at a rate of 11% to $15.5 billion in Q1 of 2015), its growth isn’t the result of ad pricing increases. On the contrary, Google’s CPC has been in decline since Q4 of 2011.
Analysts have long speculated about the cause of the decline (with many pointing an accusatory finger at mobile), but Google’s outgoing CFO Patrick Pichette recently clarified that the problem lies with YouTube’s TrueView video ads.
Why should you care about Google’s pricing problems? Because any anomaly in Google ad pricing is an opportunity for PPC marketers—and this is no exception.
Learn more about “PPC Clicks for Cheap” (and whether you should add YouTube TrueView video ads to your PPC campaigns) in Pauline Jakober’s latest Search Engine Land column.