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Mobile search proves to be biggest influencer for Google growth

Google?s ventures into innovative advertising streams are showing positive results, with an ad revenue increase of 18 percent, derived mostly from mobile search. 

The technology giant has seen positive growth in its latest quarter year over year, but its paid search on mobile and YouTube are still driving its main revenue. During the Alphabet Inc. earnings call for 2016?s third quarter, Google Inc.?s CEO likened time spent in search equivalent to primetime during television, as consumers are glued in with actionable incentives. 

?We had a great third quarter, with 20 percent revenue growth year on year, and 23 percent on a constant currency basis," said Ruth Porat, chief financial officer of Alphabet. 

Google innovations 
Mobile users on Google search have a call-to-action mindset, which is making its paid search revenue increasingly positive. Search users are looking to do, go, learn or purchase, making the more susceptible to brands? and retailers? strategies.  

Right now YouTube sees more than one billion users a month, and brands are seeing more positive results than television by leveraging the mobile video platform. 

Google will be venturing further into its Cloud services, hoping to allow marketers more control and ability to create platforms to better connect with consumers. 

Since last year?s third quarter, Google saw a nine percent increase in paid clicks on aggregate Web sites, but saw a 33 percent increase in clicks since this year?s Q2. Google?s own Web site saw 11 percent growth year-over-year since the same quarter last year, but 42 percent increase since last quarter. 

Recent endeavors 
Alphabet Inc. is focusing on a wide range of technology including scaling out its fleet of autonomous driving vehicles. 

During the live stream of its product-unveiling event, Google lifted the curtain on its newest machine learning and AI capabilities, revealing its answer to Apple?s virtual assistant, Siri, as well as its latest offering into the smart home device space. The search giant?s executives highlighted the world?s ongoing shift from being mobile-first to AI-first, signaling that other heavyweights in the consumer technology sector ? including Apple and Amazon ? could face stark competition from Google in this respect (see more). 

Marketing experts have been calling for big brands to realize what a waste the popup advertisement is and instead focus on contextual and relevant ads that fit in with the editorial content. Google has just acquired the marketplace FameBit, which connects brands to social influencers for sponsored but content that consumers are interested in and will likely be using it to benefit advertisers on YouTube (see more). 

"Mobile search and video are powering our core advertising business and we are excited about the progress of newer businesses in Google and Other Bets," Ms. Porat said.