Queries for cleansing and detoxification grew 10% in Q2 2014 compared to the same period last year. Mobile searches increased the most at 28% growth while desktop searches declined 6%. Overall, queries increased nearly 10% and impressions grew over 13% while clicks were up 28% and average cost-per-click fell 2% to $0.94. The majority of searches now occur on mobile devices, making up 60% of queries in this category in Q2 2014.

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -6%, while Mobile queries
grew by 28% and Tablet searches grew by 7% YoY in
the same period
Queries grew by 10% in Q2 2014 in the
Cleansing & Detoxification Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Cleansing & Detoxification:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. 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: 9.77%)
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
$0.20
$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
Impressions (Q2 2014 Y/Y: 13.71%)
Clicks (Q2 2014 Y/Y: 28.20%) Actual CPC (Q2 2014 Y/Y: -2.02%,
Avg:$0.94)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Cleansing & Detoxification:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. 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 9.77% 13.71% 28.20% 12.75% 1.92% -2.02% $0.94 15.93% 4.69
Desktop -6.35% 6.51% 3.88% -2.47% 1.71% -0.83% $0.99 18.78% 6.14
Mobile 28.20% 20.22% 84.13% 53.16% 2.40% 2.78% $0.85 17.19% 3.05
Tablet 7.41% 36.15% 49.10% 9.52% 1.83% -3.10% $0.98 16.20% 4.86
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
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: 15.93%,
Avg:4.69)
Ad CTR(vQ2 2014 Y/Y: 12.75%,
Avg:1.92%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Cleansing & Detoxification:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. 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
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
9.77%
Impressions Y/Y
13.71%
Clicks Y/Y
28.20%
Ad CTR Y/Y
12.75%
(1.92%)
CPC Y/Y
-2.02%
($0.94)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Cleansing & Detoxification:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. 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
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
-6.35%
Impressions Y/Y
6.51%
Clicks Y/Y
3.88%
Ad CTR Y/Y
-2.47%
(1.71%)
CPC Y/Y
-0.83%
($0.99)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Cleansing & Detoxification:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
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
28.20%
Impressions Y/Y
20.22%
Clicks Y/Y
84.13%
Ad CTR Y/Y
53.16%
(2.40%)
CPC Y/Y
2.78%
($0.85)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Cleansing & Detoxification:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. 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
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
7.41%
Impressions Y/Y
36.15%
Clicks Y/Y
49.10%
Ad CTR Y/Y
9.52%
(1.83%)
CPC Y/Y
-3.10%
($0.98)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
47%
40%
11%
11%
42%
49%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Cleansing & Detoxification:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Cleansing & Detoxification. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
60% of all
Searches are
now on Mobile
Devices
Cleansing &
Detoxification
:
% 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)