This quarterly report summarizes search trends in the computer tech support category for Q2 2014. Mobile searches grew 30% while desktop searches declined 1%. Overall searches increased 6% and average cost-per-click increased 47% to $1.99. The report also shows trends by device type, including a 30% increase in mobile searches and 33% increase in tablet searches year-over-year. Mobile devices now account for 26% of all searches in this category.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Computer Tech Support
United Kingdom
Quarterly Update
Last Quarter: Q2 2014
September 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -1%, while Mobile queries
grew by 30% and Tablet searches grew by 33% YoY in
the same period
Queries grew by 6% in Q2 2014 in the
Computer Tech Support Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Computer Tech Support:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. 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: 6.05%)
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: -18.34%)
Clicks (Q2 2014 Y/Y: -26.98%) Actual CPC (Q2 2014 Y/Y: 46.94%,
Avg:$1.99)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Computer Tech Support:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. 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 6.05% -18.34% -26.98% -10.58% 2.70% 46.94% $1.99 -6.13% 3.26
Desktop -0.55% -18.09% -32.01% -17.00% 2.28% 50.69% $2.48 1.03% 3.67
Mobile 30.45% -33.19% -22.19% 16.47% 4.79% 66.56% $0.93 -26.96% 2.21
Tablet 33.38% 13.42% 2.68% -9.47% 3.03% 34.58% $1.45 -12.12% 2.71
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
0
1
2
3
4
5
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: -6.13%,
Avg:3.26)
Ad CTR(vQ2 2014 Y/Y: -10.58%,
Avg:2.70%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Computer Tech Support:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. 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%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
6.05%
Impressions Y/Y
-18.34%
Clicks Y/Y
-26.98%
Ad CTR Y/Y
-10.58%
(2.70%)
CPC Y/Y
46.94%
($1.99)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Computer Tech Support:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. 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
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
-0.55%
Impressions Y/Y
-18.09%
Clicks Y/Y
-32.01%
Ad CTR Y/Y
-17.00%
(2.28%)
CPC Y/Y
50.69%
($2.48)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Computer Tech Support:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. 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%
10%
20%
30%
40%
50%
60%
70%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
30.45%
Impressions Y/Y
-33.19%
Clicks Y/Y
-22.19%
Ad CTR Y/Y
16.47%
(4.79%)
CPC Y/Y
66.56%
($0.93)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Computer Tech Support:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. 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%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
33.38%
Impressions Y/Y
13.42%
Clicks Y/Y
2.68%
Ad CTR Y/Y
-9.47%
(3.03%)
CPC Y/Y
34.58%
($1.45)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
79% 74%
7%
9%
14% 17%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Computer Tech Support:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Computer Tech Support. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
26% of all
Searches are
now on Mobile
Devices
Computer
Tech Support:
% 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)