This document provides a quarterly update on search queries and advertising metrics related to the child custody category on Google Search. It finds that queries grew 12% year-over-year in Q2 2014, with mobile queries increasing 30% and tablet searches growing 17%. Advertising metrics such as clicks and impressions declined slightly, while the average cost-per-click increased by 17% to $1.99. The report also analyzes trends by device type and finds that 58% of child custody searches now occur on mobile.

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -5%, while Mobile queries
grew by 30% and Tablet searches grew by 17% YoY in
the same period
Queries grew by 12% in Q2 2014 in the
Child Custody Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Child Custody:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Child Custody. 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: 11.63%)
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
$2.50
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -12.47%)
Clicks (Q2 2014 Y/Y: -0.63%) Actual CPC (Q2 2014 Y/Y: 17.11%,
Avg:$1.99)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Child Custody:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Child Custody. 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 11.63% -12.47% -0.63% 13.53% 1.25% 17.11% $1.99 -2.43% 3.14
Desktop -5.44% -14.43% -19.26% -5.64% 0.98% 15.97% $2.20 1.21% 3.89
Mobile 29.89% -17.01% 16.63% 40.54% 1.72% 30.32% $1.82 -7.06% 2.39
Tablet 17.25% 29.50% 54.06% 18.96% 1.14% -5.66% $1.90 0.82% 3.11
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: -2.43%,
Avg:3.14)
Ad CTR(vQ2 2014 Y/Y: 13.53%,
Avg:1.25%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Child Custody:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Child Custody. 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%
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
11.63%
Impressions Y/Y
-12.47%
Clicks Y/Y
-0.63%
Ad CTR Y/Y
13.53%
(1.25%)
CPC Y/Y
17.11%
($1.99)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Child Custody:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Child Custody. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-5.44%
Impressions Y/Y
-14.43%
Clicks Y/Y
-19.26%
Ad CTR Y/Y
-5.64%
(0.98%)
CPC Y/Y
15.97%
($2.20)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Child Custody:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Child Custody. 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
$2.00
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
29.89%
Impressions Y/Y
-17.01%
Clicks Y/Y
16.63%
Ad CTR Y/Y
40.54%
(1.72%)
CPC Y/Y
30.32%
($1.82)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Child Custody:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Child Custody. 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%
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
17.25%
Impressions Y/Y
29.50%
Clicks Y/Y
54.06%
Ad CTR Y/Y
18.96%
(1.14%)
CPC Y/Y
-5.66%
($1.90)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
49%
42%
7%
8%
44%
51%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Child Custody:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Child Custody. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
58% of all
Searches are
now on Mobile
Devices
Child Custody:
% 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)