Description: It’s big. Real big;  Big like  $16.52 billion. And it’s up 20% from last year. But Google’s third quarter advertising revenue failed to meet analysts expectations, while its key metric of cost-per-click continued a downward trend.

Source: Globe and Mail.com

Date: October 16, 2014

Link: http://www.theglobeandmail.com/report-on-business/international-business/us-business/googles-profit-slips-misses-estimates/article21131630/

Questions for Discussion:

1) So what exactly are the numbers telling us? Is Google doing better, or worse?

2) As the internet advertising business matures, does the industry need another performance measure to accompany its cost-per-click metric?

3) What role would the  accountant play in helping calculate the cost-per-click?