Google Confidential and Proprietary 1 1 Divorce Law United States Quarterly Update Last Quarter: Q2...

Google Confidential and Proprietary 1Google Confidential and Proprietary 1

Divorce LawUnited StatesQuarterly UpdateLast Quarter: Q2 2014

August 2014


Desktop queries declined by -6%, while Mobile queries grew by 29% and Tablet searches grew by 13% YoY in the same period

Queries grew by 6% in Q2 2014 in the Divorce Law Category


Divorce Law:Q2 2014 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Divorce Law. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

1 2 3 4 5 6 7 8 9 10 11 12

2011 2012 2013 2014

Months

Queries (Q2 2014 Y/Y: 6.11%)

1 2 3 4 5 6 7 8 9 10 11 12

2011 2012 2013 2014

Months

1 2 3 4 5 6 7 8 9 10 11 12

2011 2012 2013 2014

Months

1 2 3 4 5 6 7 8 9 10 11 12$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

2011 2012 2013 2014

Months

Impressions (Q2 2014 Y/Y: -6.12%)

Clicks (Q2 2014 Y/Y: -8.72%) Actual CPC (Q2 2014 Y/Y: 28.56%, Avg:$2.17)


Divorce Law:Q2 2014 Auction metrics update


Auction Stats by Platform: Q2 2014 YoY and Averages (where applicable)

Platform Queries Impressions Clicks Ad CTR YoY Ad CTR Avg CPC YoY CPC Avg Ad Depth YoY Ad Depth

Overall 6.11% -6.12% -8.72% -2.76% 1.57% 28.56% $2.17 12.81% 3.78

Desktop -5.97% -6.73% -20.98% -15.28% 1.29% 26.54% $2.27 16.71% 4.47

Mobile 29.05% -14.65% 9.18% 27.91% 2.42% 40.31% $2.01 5.59% 2.64

Tablet 12.61% 28.36% 28.20% -0.13% 1.59% 22.43% $2.16 6.80% 3.52

1 2 3 4 5 6 7 8 9 10 11 120.00%

0.50%

1.00%

1.50%

2.00%

2.50%

2011 2012 2013 2014

Months1 2 3 4 5 6 7 8 9 10 11 12

0

1

2

3

4

5

2011 2012 2013 2014

Months

Ad Depth (Q2 2014 Y/Y: 12.81%, Avg:3.78)

Ad CTR(vQ2 2014 Y/Y: -2.76%, Avg:1.57%)


Divorce Law:All Devices Auction metrics evolution


April-

2011

June

-201

1

Augus

t-201

1

Oct

ober

-201

1

Decem

ber-20

11

Febr

uary

-201

2

April-

2012

June

-201

2

Augus

t-201

2

Oct

ober

-201

2

Decem

ber-20

12

Febr

uary

-201

3

April-

2013

June

-201

3

Augus

t-201

3

Oct

ober

-201

3

Decem

ber-20

13

Febr

uary

-201

4

April-

2014

June

-201

4

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

Queries Index Clicks Index Ad CTRImpressions Index CPC

Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y 6.11%

Impressions Y/Y-6.12%

Clicks Y/Y-8.72%

Ad CTR Y/Y-2.76%(1.57%)

CPC Y/Y28.56%($2.17)


Divorce Law:Desktop Auction metrics evolution


April-

2011

June

-201

1

Augus

t-201

1

Oct

ober

-201

1

Decem

ber-20

11

Febr

uary

-201

2

April-

2012

June

-201

2

Augus

t-201

2

Oct

ober

-201

2

Decem

ber-20

12

Febr

uary

-201

3

April-

2013

June

-201

3

Augus

t-201

3

Oct

ober

-201

3

Decem

ber-20

13

Febr

uary

-201

4

April-

2014

June

-201

4

0%

10%

20%

30%

40%

50%

60%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00


Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y -5.97%


Clicks Y/Y-20.98%

Ad CTR Y/Y-15.28%(1.29%)

CPC Y/Y26.54%($2.27)


Divorce Law:Mobile Auction metrics evolution


April-

2011

June

-201

1

Augus

t-201

1

Oct

ober

-201

1

Decem

ber-20

11

Febr

uary

-201

2

April-

2012

June

-201

2

Augus

t-201

2

Oct

ober

-201

2

Decem

ber-20

12

Febr

uary

-201

3

April-

2013

June

-201

3

Augus

t-201

3

Oct

ober

-201

3

Decem

ber-20

13

Febr

uary

-201

4

April-

2014

June

-201

4

0%

10%

20%

30%

40%

50%

60%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50


Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y 29.05%


Clicks Y/Y9.18%

Ad CTR Y/Y27.91%(2.42%)

CPC Y/Y40.31%($2.01)


Divorce Law:Tablet Auction metrics evolution


April-

2011

June

-201

1

Augus

t-201

1

Oct

ober

-201

1

Decem

ber-20

11

Febr

uary

-201

2

April-

2012

June

-201

2

Augus

t-201

2

Oct

ober

-201

2

Decem

ber-20

12

Febr

uary

-201

3

April-

2013

June

-201

3

Augus

t-201

3

Oct

ober

-201

3

Decem

ber-20

13

Febr

uary

-201

4

April-

2014

June

-201

4

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00


Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y 12.61%

Impressions Y/Y28.36%

Clicks Y/Y28.20%

Ad CTR Y/Y-0.13%(1.59%)

CPC Y/Y22.43%($2.16)


Q2 2013 Q2 2014

62%55%

8%8%

30%37%

Desktop Tablet Mobile

Divorce Law:Cross Platform Search Trends


45% of all Searches are

now on Mobile

Devices

Divorce Law: % of Queries

by Device


Thank You!


Definitions

• Devices:

– Overall: Devices across Google Search(Desktop, Mobile, Tablet)

– Mobile = Overall – (Computers + Tablet)

– Tablet = Overall – (Mobile + Computers)

– Mobile is Mobile High End devices with a full browser

– Tablet is Tablet devices with a full browser

• Metrics

– Queries: Searches by users on Google Search

– Impressions: AdWords ads shown against search queries on Google Search

– Clicks: Clicks on AdWords ads

– CPC: Cost per Click (Cost ÷ Clicks)

– Ad CTR: Click-through Rate (Clicks ÷ Impressions)

Google Confidential and Proprietary 1 1 Divorce Law United States Quarterly Update Last Quarter: Q2...

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