1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
White Collar Crime 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 -4%, while Mobile queries
grew by 19% and Tablet searches grew by 3% YoY in
the same period
Queries grew by 2% in Q2 2014 in the
White Collar Crime Law Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
White Collar Crime Law:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime 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: 2.09%)
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: 5.47%)
Clicks (Q2 2014 Y/Y: -9.49%) Actual CPC (Q2 2014 Y/Y: 6.56%,
Avg:$1.18)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
White Collar Crime Law:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime 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 2.09% 5.47% -9.49% -14.18% 1.16% 6.56% $1.18 3.20% 2.26
Desktop -4.21% 5.90% -14.42% -19.19% 1.13% 1.09% $1.24 6.10% 2.46
Mobile 18.93% -10.70% -8.40% 2.57% 1.21% 62.54% $1.29 -7.07% 1.76
Tablet 2.87% 45.45% 24.31% -14.54% 1.23% -23.93% $0.76 4.39% 2.36
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
1
2
2
3
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 3.20%,
Avg:2.26)
Ad CTR(vQ2 2014 Y/Y: -14.18%,
Avg:1.16%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
White Collar Crime Law:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime Law. 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%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
2.09%
Impressions Y/Y
5.47%
Clicks Y/Y
-9.49%
Ad CTR Y/Y
-14.18%
(1.16%)
CPC Y/Y
6.56%
($1.18)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
White Collar Crime Law:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime Law. 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%
70%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-4.21%
Impressions Y/Y
5.90%
Clicks Y/Y
-14.42%
Ad CTR Y/Y
-19.19%
(1.13%)
CPC Y/Y
1.09%
($1.24)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
White Collar Crime Law:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime Law. 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%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
18.93%
Impressions Y/Y
-10.70%
Clicks Y/Y
-8.40%
Ad CTR Y/Y
2.57%
(1.21%)
CPC Y/Y
62.54%
($1.29)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
White Collar Crime Law:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime Law. 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
2.87%
Impressions Y/Y
45.45%
Clicks Y/Y
24.31%
Ad CTR Y/Y
-14.54%
(1.23%)
CPC Y/Y
-23.93%
($0.76)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
67% 63%
8%
8%
25% 29%
Q2 2013 Q2 2014
Desktop Tablet Mobile
White Collar Crime Law:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the White Collar Crime Law. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
37% of all
Searches are
now on Mobile
Devices
White Collar
Crime Law:
% of Queries
by Device

10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Thank You!

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)