Google Confidential and Proprietary 1 1 Liposuction & Abdominoplasty United States Quarterly Update...

Google Confidential and Proprietary 1Google Confidential and Proprietary 1

Liposuction & AbdominoplastyUnited StatesQuarterly UpdateLast Quarter: Q2 2014

August 2014


Desktop queries declined by -9%, while Mobile queries grew by 20% and Tablet searches declined by -4% YoY in the same period

Queries grew by 3% in Q2 2014 in the Liposuction & Abdominoplasty Category


Liposuction & Abdominoplasty:Q2 2014 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Liposuction & Abdominoplasty. 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: 2.51%)

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$3.00$3.50$4.00

2011 2012 2013 2014

Months

Impressions (Q2 2014 Y/Y: -8.85%)

Clicks (Q2 2014 Y/Y: 0.65%) Actual CPC (Q2 2014 Y/Y: 25.29%, Avg:$3.18)


Liposuction & Abdominoplasty: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 2.51% -8.85% 0.65% 10.42% 2.16% 25.29% $3.18 -1.45% 5.00

Desktop -9.14% -15.58% -16.68% -1.31% 1.79% 22.16% $3.38 0.28% 6.18

Mobile 19.52% 2.50% 25.53% 22.47% 2.72% 43.32% $2.85 3.36% 3.68

Tablet -3.83% -4.20% 9.38% 14.18% 2.31% 19.38% $3.40 -6.19% 5.39

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

4

5

6

2011 2012 2013 2014

Months

Ad Depth (Q2 2014 Y/Y: -1.45%, Avg:5.00)

Ad CTR(vQ2 2014 Y/Y: 10.42%, Avg:2.16%)


Liposuction & Abdominoplasty: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%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

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 2.51%

Impressions Y/Y-8.85%

Clicks Y/Y0.65%

Ad CTR Y/Y10.42%(2.16%)

CPC Y/Y25.29%($3.18)


Liposuction & Abdominoplasty: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

$3.50

$4.00


Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y -9.14%


Clicks Y/Y-16.68%

Ad CTR Y/Y-1.31%(1.79%)

CPC Y/Y22.16%($3.38)


Liposuction & Abdominoplasty: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%

5%

10%

15%

20%

25%

30%

35%

40%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50


Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y 19.52%

Impressions Y/Y2.50%

Clicks Y/Y25.53%

Ad CTR Y/Y22.47%(2.72%)

CPC Y/Y43.32%($2.85)


Liposuction & Abdominoplasty: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%

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00


Queri

es,

Impre

ssio

ns,

Clicks a

nd A

d C

TR

In

dex

Queries Y/Y -3.83%


Clicks Y/Y9.38%

Ad CTR Y/Y14.18%(2.31%)

CPC Y/Y19.38%($3.40)


Q2 2013 Q2 2014

50% 44%

12%11%

38%45%

Desktop Tablet Mobile

Liposuction & Abdominoplasty:Cross Platform Search Trends


56% of all Searches are

now on Mobile

Devices

Liposuction &

Abdominoplasty:

% 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 Liposuction & Abdominoplasty United States Quarterly Update...

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