Google’s money churning ad engine sputters in rough economy

Google parent Alphabet on Tuesday reported quarterly earnings that fell short of market expectations as belts tightened in the digital ad market that drives its revenue.
Alphabet said it made a profit of $14 billion in the third quarter on ad revenue that grew just 6 percent to $69 billion when compared with the same period of last year.

Aside from one period at the start of the Covid pandemic, that would mark the weakest revenue growth at Alphabet for any quarter since 2014.

“When Google stumbles, it’s a bad omen for digital advertising at large,” said Insider Intelligence analyst Evelyn Mitchell.

“This disappointing quarter for Google signifies hard times ahead if market conditions continue to deteriorate.”

Alphabet shares slipped 6.8 percent to $97.35 in after-market trades that followed the release of the earnings report.
Google’s foundation in advertising on its heavily used search engine does give it an advantage, however, over other ad-reliant tech firms such as Meta, Snap and Twitter, the analyst added.

“Over time, we’ve had periods of extraordinary growth and then there are periods I viewed as a moment where you take the time to optimize the company to make sure we are set up for the next decade of growth ahead,” Alphabet and Google chief Sundar Pichai said on an earnings call.

“I view this as one of those moments.”

Alphabet chief financial officer Ruth Porat said the financial results in the quarter showed “healthy fundamental growth in Search and momentum in Cloud” computing revenue, but suffered from foreign exchange rates given the strong US dollar.
Worsening the financial situation for Alphabet is the fact that Google tends not to aggressively promote advertising on its platform with tactics such as trying to convince businesses that online marketing is a smart move during tough economic times, said independent tech analyst Rob Enderle of Enderle Group.

“They don’t like the idea of making their money off advertising, so they don’t treat the market very well,” Enderle contended.

“Now, you are seeing the adverse impact of not taking your revenue source seriously.”

The earnings report also showed that ad revenue at YouTube was slightly lower than it was in the same quarter a year earlier, despite a hot trend of people watching video on-demand on the internet.

Source: eNCA