Outsearching presentation E- Fashion Summit

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  • Outsearching presentation E- Fashion Summit

    1. 1. Women's Clothing Netherlands Quarterly Update Last Quarter: Q3 2013 November 2013
    2. 2. Queries grew by 28% in Q3 2013 in the Women's Clothing Category Desktop queries declined by -4%, while Mobile queries grew by 112% and Tablet searches grew by 114% YoY in the same period
    3. 3. Women's Clothing: Q3 2013 Auction Metrics Update Queries (Q3 2013 Y/Y: 28.28%) 1 2 3 4 5 6 7 8 Impressions (Q3 2013 Y/Y: 43.59%) 9 10 11 12 1 2 3 4 5 Months 2010 6 7 8 9 10 11 12 11 12 Months 2011 2012 2013 2010 Clicks (Q3 2013 Y/Y: 25.88%) 2011 2012 2013 Actual CPC (Q3 2013 Y/Y: 13.96%, Avg:$0.37) $0.50 $0.40 $0.30 $0.20 $0.10 $0.00 1 2 3 4 2010 5 6 Months 2011 7 8 2012 9 10 2013 11 12 1 2 3 4 5 2010 Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 6 Months 2011 7 8 2012 9 10 2013
    4. 4. Women's Clothing: All Devices Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 40% $0.45 35% Queries Y/Y 28.28% $0.40 $0.35 30% $0.30 25% Impressions Y/Y 43.59% $0.25 20% $0.20 15% Clicks Y/Y 25.88% $0.15 10% $0.10 5% $0.05 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -12.33% (5.75%) CPC Y/Y 13.96% ($0.37)
    5. 5. Women's Clothing: Desktop Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 50% $0.45 45% $0.40 40% $0.35 Queries Y/Y -3.72% 35% $0.30 30% Impressions Y/Y 9.83% $0.25 25% $0.20 20% Clicks Y/Y -1.56% $0.15 15% 10% $0.10 5% $0.05 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -10.37% (5.51%) CPC Y/Y 17.52% ($0.41)
    6. 6. Women's Clothing: Mobile Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 40% $0.30 35% Queries Y/Y 111.98% $0.25 30% $0.20 25% 20% $0.15 15% Impressions Y/Y 114.79% Clicks Y/Y 96.40% $0.10 10% $0.05 5% 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -8.56% (5.28%) CPC Y/Y 20.28% ($0.20)
    7. 7. Women's Clothing: Tablet Auction metrics evolution $0.40 35% 30% $0.30 25% $0.25 20% $0.20 15% $0.15 10% $0.10 5% $0.05 $0.00 Queries Y/Y 114.32% $0.35 0% Queries, Impressions, Clicks and Ad CTR Index 40% Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Impressions Y/Y 234.88% Clicks Y/Y 116.29% Ad CTR Y/Y -35.41% (6.55%) CPC Y/Y 27.53% ($0.35)
    8. 8. Women's Clothing: Cross Platform Search Trends 13% Women's Clothing: % of Queries by Device 22% 14% 24% 73% 55% Q3 2012 Q3 2013 Desktop Tablet Mobile Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
    9. 9. Men's Clothing Netherlands Quarterly Update Last Quarter: Q3 2013 November 2013
    10. 10. Queries grew by 36% in Q3 2013 in the Men's Clothing Category Desktop queries grew by 9%, while Mobile queries grew by 116% and Tablet searches grew by 127% YoY in the same period
    11. 11. Men's Clothing: Q3 2013 Auction Metrics Update Queries (Q3 2013 Y/Y: 35.94%) 1 2 3 4 5 6 7 8 Impressions (Q3 2013 Y/Y: 48.66%) 9 10 11 12 1 2 3 4 5 Months 2010 6 7 8 9 10 11 12 11 12 Months 2011 2012 2013 2010 Clicks (Q3 2013 Y/Y: 31.00%) 2011 2012 2013 Actual CPC (Q3 2013 Y/Y: 6.52%, Avg:$0.48) $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $0.00 1 2 3 4 2010 5 6 Months 2011 7 8 2012 9 10 2013 11 12 1 2 3 4 2010 Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 5 6 Months 2011 7 8 2012 9 10 2013
    12. 12. Men's Clothing: All Devices Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 45% $0.60 Queries Y/Y 35.94% 40% $0.50 35% 30% $0.40 Impressions Y/Y 48.66% 25% $0.30 20% 15% Clicks Y/Y 31.00% $0.20 10% $0.10 5% 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -11.88% (4.66%) CPC Y/Y 6.52% ($0.48)
    13. 13. Men's Clothing: Desktop Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 50% $0.60 Queries Y/Y 8.59% 45% $0.50 40% 35% $0.40 Impressions Y/Y 19.23% 30% 25% $0.30 20% Clicks Y/Y 11.31% $0.20 15% 10% $0.10 5% 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -6.64% (4.62%) CPC Y/Y 3.74% ($0.51)
    14. 14. Men's Clothing: Mobile Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 50% $0.35 45% Queries Y/Y 116.17% $0.30 40% $0.25 35% 30% Impressions Y/Y 111.61% $0.20 25% $0.15 20% 15% $0.10 10% $0.05 5% 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Clicks Y/Y 76.12% Ad CTR Y/Y -16.77% (4.52%) CPC Y/Y 52.53% ($0.27)
    15. 15. Men's Clothing: Tablet Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 45% $0.60 Queries Y/Y 127.09% 40% $0.50 35% 30% $0.40 Impressions Y/Y 242.01% 25% $0.30 20% 15% Clicks Y/Y 108.33% $0.20 10% $0.10 5% 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -39.09% (4.84%) CPC Y/Y 28.07% ($0.49)
    16. 16. Men's Clothing: Cross Platform Search Trends Men's Clothing: % of Queries by Device 12% 20% 12% 20% 76% 61% Q3 2012 Q3 2013 Desktop Tablet Mobile Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
    17. 17. Children's Clothing Netherlands Quarterly Update Last Quarter: Q3 2013 November 2013
    18. 18. Queries grew by 18% in Q3 2013 in the Children's Clothing Category Desktop queries declined by -18%, while Mobile queries grew by 99% and Tablet searches grew by 76% YoY in the same period
    19. 19. Children's Clothing: Q3 2013 Auction Metrics Update Queries (Q3 2013 Y/Y: 17.65%) 1 2 3 4 5 6 7 8 Impressions (Q3 2013 Y/Y: 15.80%) 9 10 11 12 1 2 3 4 5 Months 2010 6 7 8 9 10 11 12 11 12 Months 2011 2012 2013 2010 Clicks (Q3 2013 Y/Y: 5.05%) 2011 2012 2013 Actual CPC (Q3 2013 Y/Y: 10.74%, Avg:$0.33) $0.40 $0.35 $0.30 $0.25 $0.20 $0.15 $0.10 $0.05 $0.00 1 2 3 4 2010 5 6 Months 2011 7 8 2012 9 10 2013 11 12 1 2 3 4 5 2010 Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 6 Months 2011 7 8 2012 9 10 2013
    20. 20. Children's Clothing: All Devices Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 45% $0.40 40% Queries Y/Y 17.65% $0.35 35% $0.30 30% Impressions Y/Y 15.80% $0.25 25% $0.20 20% $0.15 15% $0.10 10% 5% $0.05 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Clicks Y/Y 5.05% Ad CTR Y/Y -9.28% (5.37%) CPC Y/Y 10.74% ($0.33)
    21. 21. Children's Clothing: Desktop Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 70% $0.45 Queries Y/Y -18.30% $0.40 60% $0.35 50% $0.30 40% $0.25 30% $0.20 Impressions Y/Y -18.11% Clicks Y/Y -19.98% $0.15 20% $0.10 10% $0.05 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -2.29% (5.35%) CPC Y/Y 10.80% ($0.36)
    22. 22. Children's Clothing: Mobile Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 45% $0.25 Queries Y/Y 98.59% 40% $0.20 35% 30% Impressions Y/Y 95.79% $0.15 25% 20% $0.10 Clicks Y/Y 71.64% 15% 10% $0.05 5% 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Ad CTR Y/Y -12.33% (4.47%) CPC Y/Y 32.35% ($0.20)
    23. 23. Children's Clothing: Tablet Auction metrics evolution Queries, Impressions, Clicks and Ad CTR Index 45% $0.40 40% Queries Y/Y 76.34% $0.35 35% $0.30 30% Impressions Y/Y 139.27% $0.25 25% $0.20 20% $0.15 15% $0.10 10% 5% $0.05 0% $0.00 Queries Index Clicks Index Ad CTR Impressions Index CPC Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Clicks Y/Y 62.33% Ad CTR Y/Y -32.16% (5.81%) CPC Y/Y 28.21% ($0.32)
    24. 24. Children's Clothing: Cross Platform Search Trends 15% Children's Clothing: % of Queries by Device 25% 20% 30% 65% 45% Q3 2012 Q3 2013 Desktop Tablet Mobile Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
    25. 25. • • • • •
    26. 26. We started using Outsearching in march 2013. Since then we have more than doubled our results and cut our conversion cost by 46%” Sinisa Preradovic Head of B2C Sales Advanzia Bank S.A.
    27. 27. • • • • •

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