The recent drop in its click-through rates is actually good, claims Google

The two major issues, which Google has been forced to deal with recently, are the drop in its click-through rates, and whether media firms should view the search giant as a challenger or partner. Both issues were vigorously discussed at the Bear Stearns Media Conference. Google’s president for advertising & commerce, Tim Armstrong, tried to explain the firm’s position on both counts. He explained why its recent click volume drop was a blessing in disguise.

According to him, as the search engine improved its search capabilities and quality, users were not needed to click as much. He stated the evolution of when and how they conduct online searches was another factor in the reported decline in clicks, adding better quality would result in greater convergence, fetching more benefits.

The company’s main focus, as it emerged, was to convince all advertisers for putting their valued assets into Google’s system. Tim Armstrong seemed confident of drawing a major chunk of the display ad market in the near future. He confirmed Google always had the right components in place to be successful at search advertising, and hoped everything would flow smoothly in the online advertising industry as well.

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