Alphabet Inc (GOOG) Buy, Sell or Hold

Alphabet Inc (GOOG)

344.41

+0.73 (0.21%)

as of Sep 18, 2026, 8:00:00 pm Market Open.

1436 watching

TOP PICK

Trading at 18x earnings, which is as close to a market multiple as you can get. Has beat its cost of capital every year it's been a public company. 50B in free cashflow. Digital advertising will continue to grow and continue to do very well, probably taking market share from META. YouTube doing well. Government antitrust issues will take years, plus he feels there's lots of competition. US has a strong tech sector and it would be a mistake to degrade this. No dividend. (Analysts’ price target is $125.07)

BUY

Trevor Rose’s Insights - Trevor’s most-liked answers from 5i Research. Spends about $37B a year on research. ChatGPT is probably its best shot at making Bing anything more than a joke. We do not think GOOG needs to be sold. It is too cheap, and a return to advertising spending will still be very positive for earnings. Would recommend buying. Unlock Premium - Try 5i Free

PAST TOP PICK

(A Top Pick Jan 27/22, Down 23%) It is now 16 to 17 times earnings, has no net debt and is buying back tons of shares. It is a phenomenal business offering a compelling value and great growth.

DON'T BUY

Considering their growth in the coming year, the shares are not cheap. This and other megatechs are still trading at a premium to the wider S&P.

DON'T BUY

They just announced layoffs of 12,000 Shares are rallying on layoffs news. Google is saying that their stock should be lower, because such layoffs does a lot to their culture and morale and is counter-productive to the company growing. It's upside-down how the market is reacting these days. So, he's negative in his overall market outlook.

BUY ON WEAKNESS

Valuations of all the megatech stocks have fallen, but Alphabet still isn't cheap enough. It's getting there, and she's watching it (along with Netflix, Amazon). She hasn't owned these stocks in years, but share prices could fall low enough for her to enter.

TOP PICK

Multiple now quite reasonable. Online ads generate revenues. Economic slowdown will hit them. Still the leader in online ads because they're dominant in Search, so they'll still attract ad spending. Pullback is chance to buy for long-term capital appreciation. No dividend. (Analysts’ price target is $124.60)

BUY ON WEAKNESS

Advertising will decline so there will be soft quarters. He may add to weakness. Will endure during a recession because of its cash flow. A fine company that he's owned for a long time.

TOP PICK

Excellent company with incredible assets. Very strong advertising business with large search abilities. Ability to track every action of consumer. Diverse business assets including YouTube. Very good company for the long term shareholder.

COMMENT

Technology stocks are first to go when rates rise because they are growth companies which generally need to borrow money to keep growing. It is still in a downward trend with lower highs. When it forms a base with no higher highs and no lower lows, watch it and buy after the breakout from this base. Or if you want to take a chance you can buy during the formation of the base.

TOP PICK

Wonderful business. Exceptionally good business economics. Majority of revenues and cashflows from online advertising. Primary beneficiary as more ad dollars shift online. Overhangs of privacy and regulatory scrutiny. Exceptional value, no debt, excess cash on balance sheet. Cloud business growing 30%+ per year. The best in Search. Incubating lots of ideas. 15x earnings. No dividend. (Analysts’ price target is $127.10)

BUY

Amazon vs. Alphabet He owns both, different stocks in all ways. Amazon messed up their e-commerce in the last 18 months by building too many warehouses and over-hiring. Customers didn't follow through with revenues. Margins have plunged, but this is temporary. In 1-2 years, Amazon will recover. The long-term story remains intact. An 18-20% cash flow/revenues grower. Their jewel is their cloud business which is still growing 40% annually and providing most of their profits and growth. Stick with it... Google trades under 20x PE, is steady and one of the best stocks out there. Still a buy.

HOLD

2023 outlook: A series of layoffs, because they over-hired. They must, must cut costs. It trades at a cheap 18x earnings, but is not making enough money.

BUY

GOOG vs. AMZN Loves both names. Biggest weights in his portfolio's top 10. Tech will continue to lead once the Fed lowers rates. Almost monopolies in their businesses, extremely well positioned. Low double-digit growth for foreseeable future, net margins of 35-36%. ROIC is second to none, almost 40%.

DON'T BUY

Beware of their looming court case and weaker ad advertising.

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Alphabet Inc (GOOG)