Clicks down but conversion rates up, Google insists
A decrease in the number of paid clicks made by searchers browsing Google results is because of changes the search engine giant chose to make to its algorithm and strategy, an employee has claimed.
In its fourth quarter financial results, the company acknowledged a fall in the number of responses to its paid adverts.
However, Alan Eustace, senior vice-president of engineering and research at Google, told a conference in America that this is down to decisions the firm made to cut the number of adverts and decrease the number of accidental clicks, Media Post reported.
Despite the fall, conversion rates have improved because Google demanded advertisers improve their landing pages to boost the user experience, he added.
Google announced revenues of $4.83 billion (£2.44 billion) for the final three months of 2007, an increase of more than 50 per cent compared to the same period the previous year.
