Google's Mobile 'Problem' Squeezes Pricing in First Quarter

Costs Per Click down 9 percent

Google topped $15 billion in first quarter revenue but still reported lower costs per click while the industry shifts to less expensive mobile ads. Google’s quarterly results also fell short of Wall Street estimates, sending the newly split stock down about 2.6 percent to $542 a share in after-hours trading.

“Google’s got a mobile problem just like a lot of companies,” said Colin Gillis, senior technology analyst with BGC Partners.

Google told analysts on its earnings call that it expects mobile pricing will eventually surpass desktop.

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