Google Earnings Quick Take

Google reported Thursday revenue from advertising and other rose 21% to $10.96 billion in the second quarter of 2012, compared with the year-ago quarter.

The company's owned and operated sites pulled in $7.54 billion, or 69% of Google revenue, up 21% compared with Q2 2011. Partner sites generated $2.98 billion in revenue, or 27%, in the second quarter of 2012, representing a 20% increase from second quarter 2011 Google network revenues of $2.48 billion.

Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of network members, rose 42%, compared with the second quarter of 2011 and increased 1% sequentially. The average cost-per-click fell 16%, compared with the year-ago quarter, and rose 1% sequentially.

Traffic acquisition costs, the portion of revenue shared with partners, rose to $2.60 billion in Q2, compared with $2.11 billion in Q2 2011. TAC as a percentage of advertising revenue came in at 25%, compared with 24% in the second quarter of 2011. The majority of TAC related to amounts paid to the network totaled $2.09 billion.

Motorola revenue came in at $1.25 billion, about $843 million from the mobile segment and $407 million from the home segment, or 10% of consolidated revenue in the second quarter of 2012.

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