Google Appears To Arrest The Decline in Cost-Per-Click; Page Is Hopeful That Mobile CPCs Will Rise

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http://techcrunch.com – One of the reasons that Google’s shares might have popped about 5 percent in after-hours trading is evidence that the company is stabilizing declines in cost-per-click. The closely watched metric is a measurement of how much advertisers are paying on average when consumers actually click through on paid search keywords or on other ads. It declined dramatically throughout 2012, raising concerns that the shift toward searches on smartphones was cannibalizing pricier ads on the non-mobile web. Cost-per-click was up 2 percent quarter-over-quarter, but down 6 percent year-over-year, accordi (IT news)