1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Chiropractors &
Chiropractic
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -3%, while Mobile queries
grew by 30% and Tablet searches grew by 4% YoY in
the same period
Queries grew by 8% in Q2 2014 in the
Chiropractors & Chiropractic Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Chiropractors & Chiropractic:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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: 8.31%)
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
$1.00
$2.00
$3.00
$4.00
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -8.28%)
Clicks (Q2 2014 Y/Y: 5.68%) Actual CPC (Q2 2014 Y/Y: 15.17%,
Avg:$3.46)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Chiropractors & Chiropractic:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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 8.31% -8.28% 5.68% 15.21% 1.08% 15.17% $3.46 -7.00% 4.14
Desktop -2.83% -9.12% -5.16% 4.35% 0.93% 10.18% $3.48 -0.55% 5.00
Mobile 29.76% -11.13% 19.06% 33.97% 1.41% 33.23% $3.57 -17.05% 2.88
Tablet 3.94% 7.50% 34.37% 24.99% 1.19% -2.15% $3.00 -4.38% 4.45
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
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: -7.00%,
Avg:4.14)
Ad CTR(vQ2 2014 Y/Y: 15.21%,
Avg:1.08%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Chiropractors & Chiropractic:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
8.31%
Impressions Y/Y
-8.28%
Clicks Y/Y
5.68%
Ad CTR Y/Y
15.21%
(1.08%)
CPC Y/Y
15.17%
($3.46)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Chiropractors & Chiropractic:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-2.83%
Impressions Y/Y
-9.12%
Clicks Y/Y
-5.16%
Ad CTR Y/Y
4.35%
(0.93%)
CPC Y/Y
10.18%
($3.48)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Chiropractors & Chiropractic:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
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
29.76%
Impressions Y/Y
-11.13%
Clicks Y/Y
19.06%
Ad CTR Y/Y
33.97%
(1.41%)
CPC Y/Y
33.23%
($3.57)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Chiropractors & Chiropractic:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
3.94%
Impressions Y/Y
7.50%
Clicks Y/Y
34.37%
Ad CTR Y/Y
24.99%
(1.19%)
CPC Y/Y
-2.15%
($3.00)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
60% 53%
8%
7%
33%
39%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Chiropractors & Chiropractic:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
47% of all
Searches are
now on Mobile
Devices
Chiropractors
&
Chiropractic:
% 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)
