Queries for home improvement and maintenance grew 17% in Q2 2014 compared to the same period last year. Mobile searches grew the most at 44% year-over-year, followed by tablet at 15% and desktop at 3%. Overall, clicks decreased 10% while the average cost-per-click increased 33% to $1.60. 48% of all searches in this category are now on mobile devices.
1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Home Improvement &
Maintenance
United States
Quarterly Update
Last Quarter: Q2 2014
August 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 3%, while Mobile queries
grew by 44% and Tablet searches grew by 15% YoY in
the same period
Queries grew by 17% in Q2 2014 in the
Home Improvement & Maintenance
Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Home Improvement & Maintenance:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. 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: 16.62%)
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: 3.54%)
Clicks (Q2 2014 Y/Y: -9.92%) Actual CPC (Q2 2014 Y/Y: 32.71%,
Avg:$1.60)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Home Improvement & Maintenance:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. 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 16.62% 3.54% -9.92% -13.01% 2.83% 32.71% $1.60 11.81% 5.15
Desktop 3.25% 1.21% -18.17% -19.15% 2.51% 31.14% $1.74 15.34% 6.24
Mobile 43.97% 2.52% 7.05% 4.42% 3.92% 58.73% $1.24 5.83% 3.02
Tablet 15.50% 16.64% 6.32% -8.85% 3.11% 31.43% $1.59 10.82% 4.97
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
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: 11.81%,
Avg:5.15)
Ad CTR(vQ2 2014 Y/Y: -13.01%,
Avg:2.83%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Home Improvement & Maintenance:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
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
16.62%
Impressions Y/Y
3.54%
Clicks Y/Y
-9.92%
Ad CTR Y/Y
-13.01%
(2.83%)
CPC Y/Y
32.71%
($1.60)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Home Improvement & Maintenance:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
$2.00
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
3.25%
Impressions Y/Y
1.21%
Clicks Y/Y
-18.17%
Ad CTR Y/Y
-19.15%
(2.51%)
CPC Y/Y
31.14%
($1.74)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Home Improvement & Maintenance:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
43.97%
Impressions Y/Y
2.52%
Clicks Y/Y
7.05%
Ad CTR Y/Y
4.42%
(3.92%)
CPC Y/Y
58.73%
($1.24)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Home Improvement & Maintenance:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
15.50%
Impressions Y/Y
16.64%
Clicks Y/Y
6.32%
Ad CTR Y/Y
-8.85%
(3.11%)
CPC Y/Y
31.43%
($1.59)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
59%
52%
12%
12%
29%
36%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Home Improvement & Maintenance:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Home Improvement & Maintenance. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
48% of all
Searches are
now on Mobile
Devices
Home
Improvement
&
Maintenance:
% 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)
