Google Q2: ‘Click-to-call’ ads boost Carnival US mobile bookings

Carnival Cruise Lines in the US saw mobile bookings rise 175% thanks to ‘click to call’ ads delivered through Google Mobile Ads.

The figure was revealed by Google product management senior vice president Jonathan Rosenberg on the search giant’s Q2 earnings call.

“It turns out that when you are searching for something from your phone, you are much more likely to click on the ad which has a phone address in it,” said Rosenberg.

“This seems obvious, but now we actually know from the data that it’s true.”

Rosenberg also pointed to growth in Google’s Android mobile operating system, with users activating 160,000 Android mobile devices a day, up from 65,000 the previous quarter.


Google’s revenues from the UK fall

The proportion of Google’s revenues from the UK fell back in the three months to June 30.

The figure totalled $770 million, representing 11% of the search giant’s total revenues in it second quarter, compared to 13% in the same period in 2009.
Overall, Google reported revenues of $6.82 billion in the three months, a 24% rise year-on-year from $5.52 billion.

Net profit was $1.84 billion, compared to $1.48 billion in the second quarter of 2009.

Revenues from outside of the US totalled $3.53 billion, representing 52% of total second quarter revenues, against 53% in the first quarter and 53% a year earlier.

Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of its AdSense partners, increased by 15% over the prior year but were down by 3% over the first quarter of 2010.

The average cost-per-click was up by 4% year on year and increased by 2% over the first quarter of 2010.

Traffic Acquisition Costs, the portion of revenues shared with Google’s partners, increased to $1.73 billion in the three months, up from $1.45 billion in the second quarter of 2009.

TAC as a percentage of advertising revenues was 26%, compared to 27% in the same quarter last year.

Google CEO Eric Schmidt said: “Solid growth in our core business and very strong growth in our emerging businesses drove 24% revenue growth year over year.
“We saw strength in every major product area, as more and more traditional brand advertisers embraced search advertising and as large advertisers increasingly ran integrated campaigns across search, display, and mobile.”

The company would continue to invest aggressively in “core areas of strategic focus,” he added.

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