1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Cosmetic Dentistry
United States
Quarterly Update
Last Quarter: Q2 2014
August 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -23%, while Mobile queries
grew by 23% and Tablet searches grew by 6% YoY in
the same period
Queries grew by -6% in Q2 2014 in the
Cosmetic Dentistry Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Cosmetic Dentistry:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. 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: -6.06%)
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
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -14.11%)
Clicks (Q2 2014 Y/Y: 0.18%) Actual CPC (Q2 2014 Y/Y: 10.73%,
Avg:$2.15)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Cosmetic Dentistry:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. 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 -6.06% -14.11% 0.18% 16.64% 1.78% 10.73% $2.15 17.45% 4.22
Desktop -22.84% -18.47% -9.80% 10.64% 1.51% 6.96% $2.23 29.50% 4.93
Mobile 23.05% -13.28% 8.77% 25.43% 2.34% 27.22% $1.96 4.24% 3.05
Tablet 6.02% 12.04% 28.08% 14.31% 1.95% -0.43% $2.33 -0.35% 4.57
0.00%
0.50%
1.00%
1.50%
2.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
0
1
2
3
4
5
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 17.45%,
Avg:4.22)
Ad CTR(vQ2 2014 Y/Y: 16.64%,
Avg:1.78%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Cosmetic Dentistry:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. 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
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
-6.06%
Impressions Y/Y
-14.11%
Clicks Y/Y
0.18%
Ad CTR Y/Y
16.64%
(1.78%)
CPC Y/Y
10.73%
($2.15)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Cosmetic Dentistry:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. 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
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
-22.84%
Impressions Y/Y
-18.47%
Clicks Y/Y
-9.80%
Ad CTR Y/Y
10.64%
(1.51%)
CPC Y/Y
6.96%
($2.23)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Cosmetic Dentistry:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. 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
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
23.05%
Impressions Y/Y
-13.28%
Clicks Y/Y
8.77%
Ad CTR Y/Y
25.43%
(2.34%)
CPC Y/Y
27.22%
($1.96)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Cosmetic Dentistry:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. 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
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
6.02%
Impressions Y/Y
12.04%
Clicks Y/Y
28.08%
Ad CTR Y/Y
14.31%
(1.95%)
CPC Y/Y
-0.43%
($2.33)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
61%
50%
8%
9%
32%
42%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Cosmetic Dentistry:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for
Query Volume and Ad Depth are only available.
50% of all
Searches are
now on Mobile
Devices
Cosmetic
Dentistry:
% 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)
