Alphabet Shares Lose Gound due to Weak Performances of Google’s Key Metrics

Shares of Alphabet Inc. dropped nearly 3 percent on Monday in trading shortly after the parent company of Google released its second-quarter earnings report.

Alphabet’s shares lost as much as 2.94 percent to trade at $969.00 per share in after-hours trading after the company posted a plunge of 28 percent in GAAP profit due to a $2.74 billion fine that European antitrust regulators slapped on its Google unit.

On a GAAP basis, the company reported net income of $3.5 billion, or $5.01 per share, up from $4.9 billion, or $7 per share recorded in the same period last year. This was well above analysts’ expectations calling for earnings per share of $4.44. Revenue was reported to reach $26 billion in the three-month period ended June, up from $21.5 billion in the year-earlier period and beating forecast for total revenue of $25.6 billion

Besides the fine levied by the European Commission, Alphabet’s shares were dragged lower due to worse-than-expected performances of two key metrics: cost per click (CPC) and traffic acquisition costs (TAC).

Indeed, Google’s CPC – the amount advertisers are paying each time a user clicks on an ad served by Google- fell 23% in the quarter, compared with a drop of 7% in the same period a year ago. The decline in CPC was much higher than the 15% analysts expected as more search traffic came from mobile devices.

Meanwhile, Google’s TAC – the fees it pays to partner websites that run Google ads or services – increased to $5.09 billion, higher than analyst estimates of $4.75 billion and equivalent to 22% of advertising revenue.

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