Dive Brief:

• Google’s advertising revenue jumped 15.3% to reach $18.10 billion in the final quarter of 2014, up from $15.71 billion in the final quarter of 2013. 
• Paid clicks in the search giant’s ad network increased only 14% during the same time frame, falling short of analyst expectations, while Google sites added 25%.
• Driven down by mobile’s growth and cheaper rates, cost per click decreased 3% from the final quarter of 2013. 

Dive Insight:

Paid clicks on Google’s advertising network fell short of expectations, posting a 14% increase in Q4 2014 compared to the same period in 2013. Google-owned sites reported an increase of 25% during the same period.

Cost per click—or the average price paid for Google ads—decreased faster than analysts expected with a 3% decrease for the quarter. The low price and high growth of mobile ads is bringing prices down throughout the digital space.

Google's ad revenues, however, increased 15.3% to $18.10 billion from Q4 2013’s $15.71 billion, indicating that the company has so far been able to meet consumers wherever they access the Internet, whether it’s on a smartphone, tablet or computer.