1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Colon Cleansing
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -6%, while Mobile queries
grew by 26% and Tablet searches grew by 7% YoY in
the same period
Queries grew by 9% in Q2 2014 in the
Colon Cleansing Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Colon Cleansing:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. 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: 8.89%)
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
$1.20
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: 13.01%)
Clicks (Q2 2014 Y/Y: 30.91%) Actual CPC (Q2 2014 Y/Y: -8.44%,
Avg:$0.79)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Colon Cleansing:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. 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 8.89% 13.01% 30.91% 15.84% 1.89% -8.44% $0.79 13.26% 5.03
Desktop -6.03% 4.40% 3.14% -1.20% 1.67% -6.00% $0.88 14.60% 6.59
Mobile 26.10% 24.28% 93.95% 56.05% 2.37% 0.61% $0.64 18.40% 3.39
Tablet 6.91% 31.49% 49.31% 13.55% 1.81% -8.49% $0.88 13.20% 5.19
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: 13.26%,
Avg:5.03)
Ad CTR(vQ2 2014 Y/Y: 15.84%,
Avg:1.89%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Colon Cleansing:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. 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
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
8.89%
Impressions Y/Y
13.01%
Clicks Y/Y
30.91%
Ad CTR Y/Y
15.84%
(1.89%)
CPC Y/Y
-8.44%
($0.79)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Colon Cleansing:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. 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
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
-6.03%
Impressions Y/Y
4.40%
Clicks Y/Y
3.14%
Ad CTR Y/Y
-1.20%
(1.67%)
CPC Y/Y
-6.00%
($0.88)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Colon Cleansing:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. 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%
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
26.10%
Impressions Y/Y
24.28%
Clicks Y/Y
93.95%
Ad CTR Y/Y
56.05%
(2.37%)
CPC Y/Y
0.61%
($0.64)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Colon Cleansing:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. 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
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
6.91%
Impressions Y/Y
31.49%
Clicks Y/Y
49.31%
Ad CTR Y/Y
13.55%
(1.81%)
CPC Y/Y
-8.49%
($0.88)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
47%
40%
12%
11%
42%
48%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Colon Cleansing:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Colon Cleansing. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
60% of all
Searches are
now on Mobile
Devices
Colon
Cleansing:
% 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)
