Queries for chiropractors and chiropractic grew 8% in Q2 2014 compared to the same period last year. Mobile searches increased the most at 30% growth while desktop searches declined 3%. The document provides detailed metrics on queries, impressions, clicks, click-through rates, costs per click and other metrics for chiropractors and chiropractic searches on Google across desktop, mobile and tablet platforms for Q2 2014 and comparisons to prior periods. It shows that 47% of all searches in this category are now on mobile devices.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Chiropractors &
Chiropractic
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -3%, while Mobile queries
grew by 30% and Tablet searches grew by 4% YoY in
the same period
Queries grew by 8% in Q2 2014 in the
Chiropractors & Chiropractic Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Chiropractors & Chiropractic:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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: 8.31%)
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: -8.28%)
Clicks (Q2 2014 Y/Y: 5.68%) Actual CPC (Q2 2014 Y/Y: 15.17%,
Avg:$3.46)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Chiropractors & Chiropractic:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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 8.31% -8.28% 5.68% 15.21% 1.08% 15.17% $3.46 -7.00% 4.14
Desktop -2.83% -9.12% -5.16% 4.35% 0.93% 10.18% $3.48 -0.55% 5.00
Mobile 29.76% -11.13% 19.06% 33.97% 1.41% 33.23% $3.57 -17.05% 2.88
Tablet 3.94% 7.50% 34.37% 24.99% 1.19% -2.15% $3.00 -4.38% 4.45
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
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: -7.00%,
Avg:4.14)
Ad CTR(vQ2 2014 Y/Y: 15.21%,
Avg:1.08%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Chiropractors & Chiropractic:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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
8.31%
Impressions Y/Y
-8.28%
Clicks Y/Y
5.68%
Ad CTR Y/Y
15.21%
(1.08%)
CPC Y/Y
15.17%
($3.46)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Chiropractors & Chiropractic:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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
-2.83%
Impressions Y/Y
-9.12%
Clicks Y/Y
-5.16%
Ad CTR Y/Y
4.35%
(0.93%)
CPC Y/Y
10.18%
($3.48)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Chiropractors & Chiropractic:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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%
50%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
29.76%
Impressions Y/Y
-11.13%
Clicks Y/Y
19.06%
Ad CTR Y/Y
33.97%
(1.41%)
CPC Y/Y
33.23%
($3.57)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Chiropractors & Chiropractic:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. 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
3.94%
Impressions Y/Y
7.50%
Clicks Y/Y
34.37%
Ad CTR Y/Y
24.99%
(1.19%)
CPC Y/Y
-2.15%
($3.00)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
60% 53%
8%
7%
33%
39%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Chiropractors & Chiropractic:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Chiropractors & Chiropractic. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
47% of all
Searches are
now on Mobile
Devices
Chiropractors
&
Chiropractic:
% 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)