Google’s Paid Clicks Getting Lousy (again) ?

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According to ComScore’s recent report, it seems that Google’s paid clicks for February were 3% higher than the ones from February 2007. Well, but this February had 29 days, which means that practically the real groth is 0% year over year.

February had 515 million paid clicks, while January had 532 million, which means that there is also a 3% declined month over month. The thing that is not clear is if those number are coming from Google’s search network along or from a combination of the search and the content network. Anyway, there is a clear flat trend on paid clicks.

RBC has already weighed in on the results:

Overall deceleration from 30% in 4Q to flattish in 1Q continues to be a
concern… While its impossible to use comScore’s paid click number to
accurately predict Google revenue with any confidence, there does appear
to some co-specific self-inflicted reduction in ads, and these trends
can’t be ignored completely.

This datapoint will not have as much shock value as the Jan data, as
some investors were bracing for a negative y/y comp….our thesis on co
is unchanged, we still blv co’s int’l biz is strong but we’re cautious
on US growth relative to expectations in 08 and blv there is downside to
cons ests (cowen & ubs cut earlier this week)

Well, i’m not so sure, but this might be the delayed impact of Google’s latest changes on the ad formats and clickable areas. Oh, or maybe i’m wrong and the casual internet surfer is getting used to contextual advertising. We’ll have to wait and see what the future has in stores.