1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Family Law
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 29% and Tablet searches grew by 15% YoY in
the same period
Queries grew by 10% in Q2 2014 in the
Family Law Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Family Law:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Family Law. 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: 10.18%)
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
$1.00
$2.00
$3.00
$4.00
$5.00
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -8.80%)
Clicks (Q2 2014 Y/Y: -1.82%) Actual CPC (Q2 2014 Y/Y: 24.18%,
Avg:$3.91)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Family Law:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Family Law. 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 10.18% -8.80% -1.82% 7.65% 1.35% 24.18% $3.91 0.37% 3.66
Desktop -6.34% -11.51% -20.43% -10.08% 1.05% 26.64% $4.22 4.43% 4.69
Mobile 29.24% -10.00% 20.32% 33.69% 1.91% 30.66% $3.60 -3.00% 2.62
Tablet 15.01% 20.49% 34.05% 11.26% 1.32% 2.56% $3.93 -1.28% 3.57
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: 0.37%,
Avg:3.66)
Ad CTR(vQ2 2014 Y/Y: 7.65%,
Avg:1.35%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Family Law:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Family Law. 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
$4.00
$4.50
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
10.18%
Impressions Y/Y
-8.80%
Clicks Y/Y
-1.82%
Ad CTR Y/Y
7.65%
(1.35%)
CPC Y/Y
24.18%
($3.91)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Family Law:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Family Law. 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
$4.00
$4.50
$5.00
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-6.34%
Impressions Y/Y
-11.51%
Clicks Y/Y
-20.43%
Ad CTR Y/Y
-10.08%
(1.05%)
CPC Y/Y
26.64%
($4.22)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Family Law:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Family Law. 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
$4.00
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
29.24%
Impressions Y/Y
-10.00%
Clicks Y/Y
20.32%
Ad CTR Y/Y
33.69%
(1.91%)
CPC Y/Y
30.66%
($3.60)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Family Law:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Family Law. 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
$4.00
$4.50
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
15.01%
Impressions Y/Y
20.49%
Clicks Y/Y
34.05%
Ad CTR Y/Y
11.26%
(1.32%)
CPC Y/Y
2.56%
($3.93)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
51%
43%
7%
7%
42%
50%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Family Law:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Family Law. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
57% of all
Searches are
now on Mobile
Devices
Family Law:
% 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)
