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Paid Clicks – Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of our AdSense partners, increased approximately 15% over the first quarter of 2009 and increased approximately 5% over the fourth quarter of 2009.
With a brightening economic backdrop and encouraging signs from the retail industry, some investors had hoped that Google's cost-per-click would remain flat or even increase from the seasonally strong fourth quarter, instead of declining 4 percent, said UBS analyst Brian Pitz.
"The trend looked more favorable based on the industry data that was floating around," he said.
The stock, which has risen about 5 percent since Monday, gave up those gains to trade at $566.20 after hours on Thursday. The stock had gained 1.1 percent during the regular Nasdaq session.
"They've had a strong last few days ... and some investors expected Google to beat by a wider margin and price-per-click to come in a bit higher than 7 percent growth," said Edward Jones analyst Andrew Miedler.
This is why I don't understand the stock market any more.