1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Property Development
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -9%, while Mobile queries
grew by 7% and Tablet searches declined by -11% YoY
in the same period
Queries grew by -5% in Q2 2014 in the
Property Development Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Property Development:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Property Development. 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: -4.80%)
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
$0.20
$0.40
$0.60
$0.80
$1.00
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -2.14%)
Clicks (Q2 2014 Y/Y: 21.26%) Actual CPC (Q2 2014 Y/Y: 3.61%,
Avg:$0.85)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Property Development:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Property Development. 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 -4.80% -2.14% 21.26% 23.91% 2.70% 3.61% $0.85 -1.72% 3.16
Desktop -8.62% -2.45% 8.97% 11.71% 2.44% 2.36% $0.92 -0.62% 3.54
Mobile 7.09% -17.28% 51.88% 83.60% 3.91% 34.41% $0.67 -8.87% 2.12
Tablet -11.04% 22.88% 48.09% 20.51% 2.69% -1.51% $0.81 -2.79% 3.19
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
3
3
3
3
3
4
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: -1.72%,
Avg:3.16)
Ad CTR(vQ2 2014 Y/Y: 23.91%,
Avg:2.70%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Property Development:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Property Development. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
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
-4.80%
Impressions Y/Y
-2.14%
Clicks Y/Y
21.26%
Ad CTR Y/Y
23.91%
(2.70%)
CPC Y/Y
3.61%
($0.85)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Property Development:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Property Development. 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
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
-8.62%
Impressions Y/Y
-2.45%
Clicks Y/Y
8.97%
Ad CTR Y/Y
11.71%
(2.44%)
CPC Y/Y
2.36%
($0.92)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Property Development:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Property Development. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
7.09%
Impressions Y/Y
-17.28%
Clicks Y/Y
51.88%
Ad CTR Y/Y
83.60%
(3.91%)
CPC Y/Y
34.41%
($0.67)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Property Development:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Property Development. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
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
-11.04%
Impressions Y/Y
22.88%
Clicks Y/Y
48.09%
Ad CTR Y/Y
20.51%
(2.69%)
CPC Y/Y
-1.51%
($0.81)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
63% 61%
11% 10%
26% 29%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Property Development:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Property Development. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
39% of all
Searches are
now on Mobile
Devices
Property
Development:
% 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)
