Google falls as ad rates fall for second straight quarter
(Reuters) – Shares of Google Inc fell as much as 4 percent on Friday, after a second straight quarterly slip in search advertising rates took the gloss off a handy first-quarter beat. The world’s top Web search engine attributed the 12 percent drop in its cost per click (CPC) for the first quarter to a shift to cheaper mobile advertising rates among other factors. The company also announced a stock split designed to preserve the control of co-founders Larry Page and Sergey Brin over the world’s No. 1 Web search engine. . . .
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