This document summarizes auction metrics for the accounting and auditing category on Google search for Q2 2014. It finds that queries grew 4% year-over-year overall, with mobile queries up 28% and tablet up 21% while desktop declined 4%. Advertising impressions fell 7% and clicks fell 13% year-over-year, while the cost per click rose 36% to an average of $1.61. Mobile saw the largest increases in queries, clicks, and cost per click. The document concludes that 33% of all searches in this category are now on mobile devices.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Accounting & Auditing
United Kingdom
Quarterly Update
Last Quarter: Q2 2014
September 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -4%, while Mobile queries
grew by 28% and Tablet searches grew by 21% YoY in
the same period
Queries grew by 4% in Q2 2014 in the
Accounting & Auditing Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Accounting & Auditing:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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: 4.18%)
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
$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: -7.41%)
Clicks (Q2 2014 Y/Y: -13.13%) Actual CPC (Q2 2014 Y/Y: 35.83%,
Avg:$1.61)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Accounting & Auditing:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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 4.18% -7.41% -13.13% -6.18% 2.21% 35.83% $1.61 9.46% 3.31
Desktop -3.86% -8.85% -27.04% -19.96% 1.74% 43.41% $1.99 17.21% 3.76
Mobile 27.80% -15.78% 11.82% 32.77% 4.11% 56.75% $0.92 -10.37% 2.24
Tablet 20.98% 20.53% 23.08% 2.12% 2.33% 25.70% $1.61 7.95% 3.19
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
0
1
2
3
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 9.46%,
Avg:3.31)
Ad CTR(vQ2 2014 Y/Y: -6.18%,
Avg:2.21%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Accounting & Auditing:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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
4.18%
Impressions Y/Y
-7.41%
Clicks Y/Y
-13.13%
Ad CTR Y/Y
-6.18%
(2.21%)
CPC Y/Y
35.83%
($1.61)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Accounting & Auditing:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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
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
-3.86%
Impressions Y/Y
-8.85%
Clicks Y/Y
-27.04%
Ad CTR Y/Y
-19.96%
(1.74%)
CPC Y/Y
43.41%
($1.99)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Accounting & Auditing:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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
27.80%
Impressions Y/Y
-15.78%
Clicks Y/Y
11.82%
Ad CTR Y/Y
32.77%
(4.11%)
CPC Y/Y
56.75%
($0.92)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Accounting & Auditing:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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
20.98%
Impressions Y/Y
20.53%
Clicks Y/Y
23.08%
Ad CTR Y/Y
2.12%
(2.33%)
CPC Y/Y
25.70%
($1.61)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
73% 67%
9%
10%
19% 23%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Accounting & Auditing:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
33% of all
Searches are
now on Mobile
Devices
Accounting &
Auditing:
% 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)