Google Click Volume 'Troubles': Month Two

Here we go again. ComScore has released its second consecutive report showing year over year and sequential flatness in Google’s paid click volume. I addressed the issue last month, noting the company’s ongoing efforts to improve click quality by reducing the number of ads on its network.

Blogs and pubs that use this metric as a minute to minute barometer of Google’s health are missing the point. You can’t separate causation here: How much is the result of Google’s ongoing click quality initiatives, which are meant to increase cost per click and conversions while reducing overall clicks (a good thing for advertisers, and in the long run investors)? How much is the result of declining consumer confidence and ad effectiveness? (A bad thing for all parties obviously)

ComScore itself has argued you just can’t draw any major conclusions from its findings. So please hold your tongue until Q1 earnings.