1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Alternative & Natural
Medicine
United States
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 30% and Tablet searches grew by 8% YoY in
the same period
Queries grew by 9% in Q2 2014 in the
Alternative & Natural Medicine
Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Alternative & Natural Medicine:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. 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: 8.99%)
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: 2.38%)
Clicks (Q2 2014 Y/Y: 14.13%) Actual CPC (Q2 2014 Y/Y: 0.25%,
Avg:$1.41)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Alternative & Natural Medicine:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. 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 8.99% 2.38% 14.13% 11.48% 1.55% 0.25% $1.41 5.11% 4.54
Desktop -3.60% -0.79% -3.10% -2.33% 1.36% 0.93% $1.46 8.91% 5.56
Mobile 30.41% 1.73% 55.03% 52.39% 2.06% 4.85% $1.39 -0.23% 2.91
Tablet 7.64% 21.97% 35.97% 11.48% 1.59% -6.01% $1.27 5.28% 4.74
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
4
4
4
4
5
5
5
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 5.11%,
Avg:4.54)
Ad CTR(vQ2 2014 Y/Y: 11.48%,
Avg:1.55%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Alternative & Natural Medicine:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. 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
8.99%
Impressions Y/Y
2.38%
Clicks Y/Y
14.13%
Ad CTR Y/Y
11.48%
(1.55%)
CPC Y/Y
0.25%
($1.41)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Alternative & Natural Medicine:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. 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
-3.60%
Impressions Y/Y
-0.79%
Clicks Y/Y
-3.10%
Ad CTR Y/Y
-2.33%
(1.36%)
CPC Y/Y
0.93%
($1.46)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Alternative & Natural Medicine:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. 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%
45%
50%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
30.41%
Impressions Y/Y
1.73%
Clicks Y/Y
55.03%
Ad CTR Y/Y
52.39%
(2.06%)
CPC Y/Y
4.85%
($1.39)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Alternative & Natural Medicine:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. 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%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
7.64%
Impressions Y/Y
21.97%
Clicks Y/Y
35.97%
Ad CTR Y/Y
11.48%
(1.59%)
CPC Y/Y
-6.01%
($1.27)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
56%
50%
10%
10%
34%
40%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Alternative & Natural Medicine:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Alternative & Natural Medicine. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
50% of all
Searches are
now on Mobile
Devices
Alternative &
Natural
Medicine:
% 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)
