1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Wedding & Party Planning
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -14%, while Mobile queries
grew by 19% and Tablet searches declined by -16% YoY
in the same period
Queries grew by -5% in Q2 2014 in the
Wedding & Party Planning Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Wedding & Party Planning:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. 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: -4.95%)
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: -26.57%)
Clicks (Q2 2014 Y/Y: -17.46%) Actual CPC (Q2 2014 Y/Y: 38.83%,
Avg:$1.46)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Wedding & Party Planning:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. 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 -4.95% -26.57% -17.46% 12.41% 2.11% 38.83% $1.46 -5.00% 3.96
Desktop -14.00% -28.45% -28.60% -0.22% 1.84% 41.88% $1.73 -2.24% 4.75
Mobile 19.09% -25.13% 20.92% 61.51% 3.14% 52.15% $0.93 -11.54% 2.50
Tablet -15.52% -17.88% -12.83% 6.16% 2.03% 69.23% $1.36 1.24% 3.75
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: -5.00%,
Avg:3.96)
Ad CTR(vQ2 2014 Y/Y: 12.41%,
Avg:2.11%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Wedding & Party Planning:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-4.95%
Impressions Y/Y
-26.57%
Clicks Y/Y
-17.46%
Ad CTR Y/Y
12.41%
(2.11%)
CPC Y/Y
38.83%
($1.46)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Wedding & Party Planning:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. 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%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-14.00%
Impressions Y/Y
-28.45%
Clicks Y/Y
-28.60%
Ad CTR Y/Y
-0.22%
(1.84%)
CPC Y/Y
41.88%
($1.73)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Wedding & Party Planning:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. 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
19.09%
Impressions Y/Y
-25.13%
Clicks Y/Y
20.92%
Ad CTR Y/Y
61.51%
(3.14%)
CPC Y/Y
52.15%
($0.93)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Wedding & Party Planning:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-15.52%
Impressions Y/Y
-17.88%
Clicks Y/Y
-12.83%
Ad CTR Y/Y
6.16%
(2.03%)
CPC Y/Y
69.23%
($1.36)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
59% 54%
13%
11%
28%
35%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Wedding & Party Planning:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Wedding & Party Planning. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
46% of all
Searches are
now on Mobile
Devices
Wedding &
Party
Planning:
% 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)
