1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Eyelid Surgery
United States
Quarterly Update
Last Quarter: Q2 2014
August 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -6%, while Mobile queries
grew by 47% and Tablet searches grew by 15% YoY in
the same period
Queries grew by 15% in Q2 2014 in the
Eyelid Surgery Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Eyelid Surgery:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. 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: 14.73%)
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: -6.48%)
Clicks (Q2 2014 Y/Y: 0.45%) Actual CPC (Q2 2014 Y/Y: 16.48%,
Avg:$2.56)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Eyelid Surgery:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. 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 14.73% -6.48% 0.45% 7.41% 1.33% 16.48% $2.56 -2.42% 4.80
Desktop -6.37% -14.92% -15.65% -0.86% 1.22% 16.57% $2.60 2.70% 6.05
Mobile 46.91% 8.55% 41.22% 30.09% 1.51% 19.99% $2.31 1.41% 2.99
Tablet 14.90% 11.05% 21.15% 9.09% 1.48% 17.09% $2.73 -7.87% 4.82
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: -2.42%,
Avg:4.80)
Ad CTR(vQ2 2014 Y/Y: 7.41%,
Avg:1.33%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Eyelid Surgery:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. 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
14.73%
Impressions Y/Y
-6.48%
Clicks Y/Y
0.45%
Ad CTR Y/Y
7.41%
(1.33%)
CPC Y/Y
16.48%
($2.56)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Eyelid Surgery:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. 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%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-6.37%
Impressions Y/Y
-14.92%
Clicks Y/Y
-15.65%
Ad CTR Y/Y
-0.86%
(1.22%)
CPC Y/Y
16.57%
($2.60)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Eyelid Surgery:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. 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
46.91%
Impressions Y/Y
8.55%
Clicks Y/Y
41.22%
Ad CTR Y/Y
30.09%
(1.51%)
CPC Y/Y
19.99%
($2.31)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Eyelid Surgery:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. 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%
50%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
14.90%
Impressions Y/Y
11.05%
Clicks Y/Y
21.15%
Ad CTR Y/Y
9.09%
(1.48%)
CPC Y/Y
17.09%
($2.73)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
53%
43%
12%
12%
35%
44%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Eyelid Surgery:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Eyelid Surgery. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
57% of all
Searches are
now on Mobile
Devices
Eyelid
Surgery:
% 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)
