Queries for breast enhancements grew 4% in Q2 2014 compared to the previous year. Searches on mobile devices increased by 21% while desktop searches declined 16% and tablet searches declined 2%. The average cost-per-click for ads increased nearly 13% to $3.34 in Q2 2014 compared to the previous year. Mobile searches now account for 68% of all searches in this category.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Breast Enhancements
United States
Quarterly Update
Last Quarter: Q2 2014
August 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -16%, while Mobile queries
grew by 21% and Tablet searches declined by -2% YoY
in the same period
Queries grew by 4% in Q2 2014 in the
Breast Enhancements Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Breast Enhancements:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. 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: 3.58%)
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
$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
Impressions (Q2 2014 Y/Y: -12.74%)
Clicks (Q2 2014 Y/Y: 1.68%) Actual CPC (Q2 2014 Y/Y: 12.91%,
Avg:$3.34)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Breast Enhancements:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. 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 3.58% -12.74% 1.68% 16.52% 1.50% 12.91% $3.34 -3.72% 4.24
Desktop -16.24% -21.50% -21.15% 0.45% 1.16% 12.91% $3.89 -1.53% 5.73
Mobile 21.11% -4.47% 23.46% 29.24% 1.95% 25.54% $2.79 -0.77% 3.18
Tablet -1.96% -1.62% 11.92% 13.76% 1.40% 8.65% $3.91 -3.44% 4.54
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
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: -3.72%,
Avg:4.24)
Ad CTR(vQ2 2014 Y/Y: 16.52%,
Avg:1.50%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Breast Enhancements:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. 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
$3.00
$3.50
$4.00
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
3.58%
Impressions Y/Y
-12.74%
Clicks Y/Y
1.68%
Ad CTR Y/Y
16.52%
(1.50%)
CPC Y/Y
12.91%
($3.34)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Breast Enhancements:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. 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
$3.00
$3.50
$4.00
$4.50
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
-16.24%
Impressions Y/Y
-21.50%
Clicks Y/Y
-21.15%
Ad CTR Y/Y
0.45%
(1.16%)
CPC Y/Y
12.91%
($3.89)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Breast Enhancements:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. 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
$3.00
$3.50
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
21.11%
Impressions Y/Y
-4.47%
Clicks Y/Y
23.46%
Ad CTR Y/Y
29.24%
(1.95%)
CPC Y/Y
25.54%
($2.79)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Breast Enhancements:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. 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
$3.00
$3.50
$4.00
$4.50
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
-1.96%
Impressions Y/Y
-1.62%
Clicks Y/Y
11.92%
Ad CTR Y/Y
13.76%
(1.40%)
CPC Y/Y
8.65%
($3.91)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
39%
32%
12%
11%
48%
57%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Breast Enhancements:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Breast Enhancements. Note: In-quarter metrics for
Query Volume and Ad Depth are only available.
68% of all
Searches are
now on Mobile
Devices
Breast
Enhancement
s:
% 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)