Paid clicks were up 18% from a year ago, but down 2% from Q1.
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But analysts concentrate on paid clicks and annualized operating expenses other than costs of revenues.
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Another factor: much higher than expected paid clicks, but much lower cost-per click.
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Paid clicks were up 28% from a year ago, and up 13% sequentially.
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Paid clicks were up 6% sequentially and 33% year over year, while cost per click fell 3% sequentially and 15% year over year.
Mayer says they are providing some new numbers for investors to assess the business: the number of paid clicks and number of ads sold.
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Paid clicks rose 28%, compared with an expected 17.8% growth rate.
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Paid clicks increased 33% year-over-year, while cost per click fell 15%.
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For Warhols, Lichtensteins and Jeff Koons' work, the sales matched the Internet bubble in 1999 when tech houses with no visible earning power sold north of 10 times revenues or even a multiple of paid clicks.
Aggregate paid clicks increased about 16%over the third quarter of 2009, which is approximately 2% over the second quarter, while average cost-per-click edged up 3% over the same quarter last year, and 2% over the second quarter of 2010.
And search marketing firm RKG said PLAs accounted for 28% of non-brand paid search clicks in the fourth quarter.
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Google gets paid every time someone clicks on the ad itself.
The lower cost of Google's mobile ads compared with those viewed on a desktop have contributed to an overall downturn in the average amount paid by advertisers every time someone clicks on an ad, the company has said.
Some bloggers are allowing Google to place advertising links next to their postings, and thus get paid every time a reader of their blog clicks on them.
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But Google will nonetheless puts its AdSense for Domains ads on that site--even ads paid for by British Airways--and charge advertisers for each and every one of those clicks.
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