Alphabet, the parent company of Google, grew 73% to $ 9.4 billion in the first quarter of 2018, compared to $ 5.4 billion in the year-ago period. The company in total
Quarterly revenues increased 25.9% to $ 31.15 billion, compared to $ 24.75 billion in the year-ago quarter.
To increase the profit contributed to the participation in the driving services of Uber and Google
Advertising revenue reached $ 27 billion in the first quarter of 201
$ 4 billion and other Google revenues reached $ 4.3 billion, compared to $ 3.2 billion.
Nest Smart Home devices played an important role in the company during the quarter
Profits. Alphabet has reunited the company with Google. Nest sales now belong to Google in a category called "Other Bets."
Income from other bets rose slightly from $ 150 to 150 million
$ 132 million a year ago. Other bets had an operating loss of $ 571 million compared to $ 703 million.
Alphabet slightly changed its monetization metrics for Google Network members
The revenue of properties from the percentage change in the number of paid clicks and the cost-per-click for the percentage change in the number of impressions and the cost per impression during monetization
The metrics for Google real estate sales remain unchanged.
Paid clicks on Google properties increased 59%. The cost per click for Google properties has dropped by 19%. Impressions about Google Network properties
Members remained unchanged year-on-year, but increased 8% quarter-on-quarter. The cost per impression for Google Network member objects increased 18% quarter over quarter
Sales fell 10% from the previous quarter.
Traffic Acquisition Cost (TAC) accounted for 24% of Google's total advertising revenue over the quarter, up from 22% a year ago.
Consumer behavior is changing
According to Adam Epstein, President and Chief Operating Officer of adMarketplace, Google's business model is under stress. "Consumers are looking outside the old search engines at one
accelerated pace, which is why the Google cost of traffic continues to explode, "he said." They buy the search traffic that they used to get for free. "
One way for Google to protect its profits is to pass those costs on to advertisers by increasing the cost per click. Epstein has heard reports about the entire market
Verticals – especially on brand terms that might explain why Google has decided to end "a decade-long tradition of transparently reporting CPCs from its partner network".