1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Face Lifts & Appearance
Enhancement
United States
Quarterly Update
Last Quarter: Q2 2014
August 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -20%, while Mobile queries
grew by 16% and Tablet searches declined by -5% YoY
in the same period
Queries grew by -6% in Q2 2014 in the
Face Lifts & Appearance Enhancement
Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Face Lifts & Appearance Enhancement:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. 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: -5.53%)
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: -14.88%)
Clicks (Q2 2014 Y/Y: -20.60%) Actual CPC (Q2 2014 Y/Y: 76.59%,
Avg:$2.31)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Face Lifts & Appearance Enhancement:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. 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 -5.53% -14.88% -20.60% -6.72% 2.49% 76.59% $2.31 0.83% 5.85
Desktop -20.17% -20.87% -32.60% -14.83% 2.11% 65.06% $2.38 6.01% 7.44
Mobile 16.11% -2.27% 7.31% 9.81% 3.35% 146.75% $2.25 3.62% 3.60
Tablet -4.98% -7.69% -15.40% -8.35% 2.68% 68.15% $2.23 -3.12% 6.02
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
5
5
5
6
6
6
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 0.83%,
Avg:5.85)
Ad CTR(vQ2 2014 Y/Y: -6.72%,
Avg:2.49%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Face Lifts & Appearance Enhancement:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-5.53%
Impressions Y/Y
-14.88%
Clicks Y/Y
-20.60%
Ad CTR Y/Y
-6.72%
(2.49%)
CPC Y/Y
76.59%
($2.31)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Face Lifts & Appearance Enhancement:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. 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%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-20.17%
Impressions Y/Y
-20.87%
Clicks Y/Y
-32.60%
Ad CTR Y/Y
-14.83%
(2.11%)
CPC Y/Y
65.06%
($2.38)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Face Lifts & Appearance Enhancement:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. 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
16.11%
Impressions Y/Y
-2.27%
Clicks Y/Y
7.31%
Ad CTR Y/Y
9.81%
(3.35%)
CPC Y/Y
146.75%
($2.25)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Face Lifts & Appearance Enhancement:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. 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
-4.98%
Impressions Y/Y
-7.69%
Clicks Y/Y
-15.40%
Ad CTR Y/Y
-8.35%
(2.68%)
CPC Y/Y
68.15%
($2.23)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
50%
42%
16%
16%
34%
41%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Face Lifts & Appearance Enhancement:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Face Lifts & Appearance Enhancement. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
58% of all
Searches are
now on Mobile
Devices
Face Lifts &
Appearance
Enhancement:
% 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)
