Queries for criminal law searches declined slightly by 2% overall last quarter compared to the same period last year. Mobile searches grew by 16% while desktop searches declined by 12% and tablet searches fell by 4%. Advertising metrics such as impressions, clicks and average cost-per-click also changed over this period with clicks increasing by 12% but impressions declining by 7%. The proportion of searches conducted on mobile devices continues to grow and now accounts for 48% of all criminal law searches.

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -12%, while Mobile queries
grew by 16% and Tablet searches declined by -4% YoY
in the same period
Queries grew by -2% in Q2 2014 in the
Criminal Law Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Criminal Law:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. 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: -2.05%)
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
$0.20
$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: -7.24%)
Clicks (Q2 2014 Y/Y: 11.67%) Actual CPC (Q2 2014 Y/Y: 7.62%,
Avg:$1.09)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Criminal Law:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. 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 -2.05% -7.24% 11.67% 20.39% 1.58% 7.62% $1.09 10.35% 2.56
Desktop -12.11% -3.36% -5.43% -2.14% 1.16% 3.91% $1.43 16.88% 2.91
Mobile 15.68% -24.11% 22.47% 61.38% 2.47% 42.19% $0.82 -2.68% 2.06
Tablet -3.59% 48.99% 75.99% 18.12% 1.41% -14.07% $0.92 16.63% 2.64
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
1
2
2
3
3
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 10.35%,
Avg:2.56)
Ad CTR(vQ2 2014 Y/Y: 20.39%,
Avg:1.58%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Criminal Law:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. 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%
50%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-2.05%
Impressions Y/Y
-7.24%
Clicks Y/Y
11.67%
Ad CTR Y/Y
20.39%
(1.58%)
CPC Y/Y
7.62%
($1.09)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Criminal Law:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-12.11%
Impressions Y/Y
-3.36%
Clicks Y/Y
-5.43%
Ad CTR Y/Y
-2.14%
(1.16%)
CPC Y/Y
3.91%
($1.43)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Criminal Law:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. 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%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
15.68%
Impressions Y/Y
-24.11%
Clicks Y/Y
22.47%
Ad CTR Y/Y
61.38%
(2.47%)
CPC Y/Y
42.19%
($0.82)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Criminal Law:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. 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
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
-3.59%
Impressions Y/Y
48.99%
Clicks Y/Y
75.99%
Ad CTR Y/Y
18.12%
(1.41%)
CPC Y/Y
-14.07%
($0.92)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
58% 52%
8%
8%
34% 40%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Criminal Law:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Criminal Law. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
48% of all
Searches are
now on Mobile
Devices
Criminal Law:
% 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)