1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Chinese Herbal Medicine
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -1%, while Mobile queries
grew by 43% and Tablet searches grew by 15% YoY in
the same period
Queries grew by 13% in Q2 2014 in the
Chinese Herbal Medicine Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Chinese Herbal Medicine:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. 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
Months
2011 2012 2013 2014
Queries (Q2 2014 Y/Y: 12.71%)
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: 24.73%)
Clicks (Q2 2014 Y/Y: 29.31%) Actual CPC (Q2 2014 Y/Y: 6.19%,
Avg:$0.70)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Chinese Herbal Medicine:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. 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 12.71% 24.73% 29.31% 3.67% 1.69% 6.19% $0.70 17.00% 4.62
Desktop -1.41% 21.36% 13.83% -6.20% 1.58% 9.92% $0.75 19.47% 5.44
Mobile 43.05% 13.38% 83.52% 61.87% 2.23% 9.81% $0.51 9.77% 2.65
Tablet 15.49% 60.89% 71.67% 6.70% 1.70% -1.50% $0.70 14.32% 4.44
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
0
1
2
3
4
5
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 17.00%,
Avg:4.62)
Ad CTR(vQ2 2014 Y/Y: 3.67%,
Avg:1.69%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Chinese Herbal Medicine:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
12.71%
Impressions Y/Y
24.73%
Clicks Y/Y
29.31%
Ad CTR Y/Y
3.67%
(1.69%)
CPC Y/Y
6.19%
($0.70)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Chinese Herbal Medicine:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-1.41%
Impressions Y/Y
21.36%
Clicks Y/Y
13.83%
Ad CTR Y/Y
-6.20%
(1.58%)
CPC Y/Y
9.92%
($0.75)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Chinese Herbal Medicine:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
0%
10%
20%
30%
40%
50%
60%
70%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
43.05%
Impressions Y/Y
13.38%
Clicks Y/Y
83.52%
Ad CTR Y/Y
61.87%
(2.23%)
CPC Y/Y
9.81%
($0.51)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Chinese Herbal Medicine:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
15.49%
Impressions Y/Y
60.89%
Clicks Y/Y
71.67%
Ad CTR Y/Y
6.70%
(1.70%)
CPC Y/Y
-1.50%
($0.70)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
61%
54%
11%
11%
28%
35%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Chinese Herbal Medicine:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Chinese Herbal Medicine. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
46% of all
Searches are
now on Mobile
Devices
Chinese
Herbal
Medicine:
% of Queries
by Device
11. 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)
