Ginny Marvin says, “You may recall that on the most recent earnings call with analysts, Google CFO Patrick Pichette said that Google’s declining ad click costs, have not been caused by mobile, as many have assumed, but by YouTube. This week, VP of search ads, Jerry Dischler, told the audience at SMX Advanced in Seattle, that YouTube has been the cause of declining CPCs not just in the past quarter, but this whole time — CPCs started heading south in Q4 2011.

Last quarter, Google reported that clicks to Google sites (Google.com, Gmail, Maps, YouTube) increased by 25 percent year-over-year while CPCs from Google sites fell by 13 percent“.

Google: YouTube Has Been The Cause Of Declining CPCs This Whole Time

Marketing Land

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