In the second quarter, so called clicks for ads viewed on Internet sites run by Google and partners increased 42 percent.

When Wall Street analysts noted on a conference call that the falling cost per click rates are a recurring challenge, Google Chief Financial Officer Patrick Pichette chalked it up to advertisers trying to figure out the value of mobile advertisements.

Google’s costs soared as the company ramped up its hiring and spending spree — particularly after its purchase of Motorola, which was completed in May.

The search giant’s headcount exploded to nearly 55,000, up 65% from the previous quarter, thanks to the more than 20,000 Motorola employees it added.

"Google upped its non Motorola headcount by 4%, and the company spent a whopping $774 million to support its massive data centers.

In their forecasts, Wall Street analysts excluded Motorola’s revenue as well as the advertising sales that Google shares with partners, a figure also known as traffic acquisition costs.

Analysts scrambled to make sense of Google’s earnings report because for the first time it included Motorola, but did not include full quarterly results for the device maker because the acquisition closed May 22.

Without those sales, the company reported revenue of $8.4 billion, which were roughly in line with a median forecast of analysts polled by Thomson Reuters.

That figure was in line with the average estimate of $10.10 per share among analysts polled by FactSet.

Google’s profit results included $560 million in one time charges related primarily to the company’s purchase of Motorola Mobility, which was completed in May.

After having lost $4.3 billion from 2007 to 2009, the company was divided into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011.

Wall Street analysts, who typically exclude one time items from their estimates, had forecast earnings of $10.04 per share.

Sam Connelly is a business journalist based in Dublin, Ireland. Sam has a passion for financial markets and breaking news stories and loves writing about business news, stock market, and economic opinions that matters most to its audience. Sam spends a lot of time discovering and researching latest financial markets and industry news stories in order to make sure the latest and greatest stories are brought to you first on BigBoardNews.com.

In the second quarter, so called clicks for ads viewed on Internet sites run by Google and partners increased 42 percent.

When Wall Street analysts noted on a conference call that the falling cost per click rates are a recurring challenge, Google Chief Financial Officer Patrick Pichette chalked it up to advertisers trying to figure out the value of mobile advertisements.

Google’s costs soared as the company ramped up its hiring and spending spree — particularly after its purchase of Motorola, which was completed in May.

The search giant’s headcount exploded to nearly 55,000, up 65% from the previous quarter, thanks to the more than 20,000 Motorola employees it added.

"Google upped its non Motorola headcount by 4%, and the company spent a whopping $774 million to support its massive data centers.

In their forecasts, Wall Street analysts excluded Motorola’s revenue as well as the advertising sales that Google shares with partners, a figure also known as traffic acquisition costs.

Analysts scrambled to make sense of Google’s earnings report because for the first time it included Motorola, but did not include full quarterly results for the device maker because the acquisition closed May 22.

Without those sales, the company reported revenue of $8.4 billion, which were roughly in line with a median forecast of analysts polled by Thomson Reuters.

That figure was in line with the average estimate of $10.10 per share among analysts polled by FactSet.

Google’s profit results included $560 million in one time charges related primarily to the company’s purchase of Motorola Mobility, which was completed in May.

After having lost $4.3 billion from 2007 to 2009, the company was divided into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011.

Wall Street analysts, who typically exclude one time items from their estimates, had forecast earnings of $10.04 per share.

Nicole Hansch is a business journalist based in Sydney, Australia. Nicole has a passion for financial markets and breaking news stories and loves writing about business news, stock market, and economic opinions that matters most to its audience. Nicole spends a lot of time discovering and researching latest financial markets and industry news stories in order to make sure the latest and greatest stories are brought to you first on BigBoardNews.com.