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Alternative+&+Natural+Medicine
- 1. Google Confidential andProprietary 1Google Confidential and Proprietary 1 Alternative & Natural Medicine United States Quarterly Update Last Quarter: Q2 2014 September 2014
- 2. Google Confidential andProprietary 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 andProprietary 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 andProprietary 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 andProprietary 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 andProprietary 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 andProprietary 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 andProprietary 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 andProprietary 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
- 10. Google Confidential andProprietary 10Google Confidential and Proprietary 10 Thank You!
- 11. Google Confidential andProprietary 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)