> This is reflected in Google's financials as a falling 'cost per click' (what Google gets for an ad click). But what is not known is the cost of a _similar_ c

> This is reflected in Google's financials as a falling 'cost per click' (what Google gets for an ad click). But what is not known is the cost of a _similar_ click. Since the number of clicks increases dramatically quarter over quarter, it could be that it's the new clicks that are bringing the cost down.