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Shift to mobile likely [http://investor.google.com/earnings/2014/Q1_google_earnings.html continues to hurt Google's Cost Per Click numbers]. As discussed earlier, more searches are moving to mobile, which does not monetize search advertising as well as desktop. This drives down the cost per click, which is the amount advertisers pay on average per click-through.<br />
'''Why we should care:''' Search monetization on mobile is something that funds the project. Thinking of ways which may improve using search results without impacting the user negatively is something we may want to look at, as improving search monetization (again, while not mucking up the UX), helps the product and project.
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