1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
DUI
United States
Quarterly Update
Last Quarter: Q2 2014
August 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -7%, while Mobile queries
grew by 24% and Tablet searches grew by 5% YoY in
the same period
Queries grew by 7% in Q2 2014 in the
DUI Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
DUI:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the DUI. 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: 6.51%)
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
$2.00
$4.00
$6.00
$8.00
$10.00
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -8.59%)
Clicks (Q2 2014 Y/Y: -6.59%) Actual CPC (Q2 2014 Y/Y: 15.45%,
Avg:$6.92)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
DUI:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the DUI. 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 6.51% -8.59% -6.59% 2.18% 1.09% 15.45% $6.92 0.99% 4.09
Desktop -6.85% -9.90% -26.53% -18.46% 0.81% 15.09% $7.86 5.34% 5.14
Mobile 24.06% -11.62% 18.17% 33.71% 1.60% 33.45% $6.05 -5.03% 2.93
Tablet 5.17% 16.99% 24.62% 6.52% 1.13% -2.34% $6.76 6.05% 4.22
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
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 0.99%,
Avg:4.09)
Ad CTR(vQ2 2014 Y/Y: 2.18%,
Avg:1.09%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
DUI:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
6.51%
Impressions Y/Y
-8.59%
Clicks Y/Y
-6.59%
Ad CTR Y/Y
2.18%
(1.09%)
CPC Y/Y
15.45%
($6.92)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
DUI:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-6.85%
Impressions Y/Y
-9.90%
Clicks Y/Y
-26.53%
Ad CTR Y/Y
-18.46%
(0.81%)
CPC Y/Y
15.09%
($7.86)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
DUI:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
24.06%
Impressions Y/Y
-11.62%
Clicks Y/Y
18.17%
Ad CTR Y/Y
33.71%
(1.60%)
CPC Y/Y
33.45%
($6.05)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
DUI:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
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
5.17%
Impressions Y/Y
16.99%
Clicks Y/Y
24.62%
Ad CTR Y/Y
6.52%
(1.13%)
CPC Y/Y
-2.34%
($6.76)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
52%
46%
7%
7%
40%
47%
Q2 2013 Q2 2014
Desktop Tablet Mobile
DUI:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
54% of all
Searches are
now on Mobile
Devices
DUI:
% of Queries
by Device

10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Thank You!

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)