Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Divorce LawUnited StatesQuarterly UpdateLast Quarter: Q2 2014
August 2014
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
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
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
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)
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
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.
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%)
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Divorce Law:All Devices Auction metrics evolution
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.
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)
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Divorce Law:Desktop Auction metrics evolution
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.
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
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 -5.97%
Impressions Y/Y-6.73%
Clicks Y/Y-20.98%
Ad CTR Y/Y-15.28%(1.29%)
CPC Y/Y26.54%($2.27)
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Divorce Law:Mobile Auction metrics evolution
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.
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
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 29.05%
Impressions Y/Y-14.65%
Clicks Y/Y9.18%
Ad CTR Y/Y27.91%(2.42%)
CPC Y/Y40.31%($2.01)
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Divorce Law:Tablet Auction metrics evolution
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.
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
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 12.61%
Impressions Y/Y28.36%
Clicks Y/Y28.20%
Ad CTR Y/Y-0.13%(1.59%)
CPC Y/Y22.43%($2.16)
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Q2 2013 Q2 2014
62%55%
8%8%
30%37%
Desktop Tablet Mobile
Divorce Law:Cross Platform Search Trends
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.
45% of all Searches are
now on Mobile
Devices
Divorce Law: % of Queries
by Device
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Thank You!
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
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)
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