Queries for divorce law grew 6% in Q2 2014 compared to the previous year. Mobile searches increased 29% while desktop searches declined 6%. The average cost per click increased 28.56% to $2.17. 45% of all divorce law searches now occur on mobile devices.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Divorce 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 -6%, while Mobile queries
grew by 29% and Tablet searches grew by 13% YoY in
the same period
Queries grew by 6% in Q2 2014 in the
Divorce Law Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Divorce Law:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Divorce 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: 6.11%)
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: -6.12%)
Clicks (Q2 2014 Y/Y: -8.72%) Actual CPC (Q2 2014 Y/Y: 28.56%,
Avg:$2.17)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Divorce Law:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Divorce 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 6.11% -6.12% -8.72% -2.76% 1.57% 28.56% $2.17 12.81% 3.78
Desktop -5.97% -6.73% -20.98% -15.28% 1.29% 26.54% $2.27 16.71% 4.47
Mobile 29.05% -14.65% 9.18% 27.91% 2.42% 40.31% $2.01 5.59% 2.64
Tablet 12.61% 28.36% 28.20% -0.13% 1.59% 22.43% $2.16 6.80% 3.52
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 12.81%,
Avg:3.78)
Ad CTR(vQ2 2014 Y/Y: -2.76%,
Avg:1.57%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Divorce Law:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Divorce Law. 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
6.11%
Impressions Y/Y
-6.12%
Clicks Y/Y
-8.72%
Ad CTR Y/Y
-2.76%
(1.57%)
CPC Y/Y
28.56%
($2.17)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Divorce Law:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Divorce Law. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-5.97%
Impressions Y/Y
-6.73%
Clicks Y/Y
-20.98%
Ad CTR Y/Y
-15.28%
(1.29%)
CPC Y/Y
26.54%
($2.27)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Divorce Law:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Divorce Law. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
29.05%
Impressions Y/Y
-14.65%
Clicks Y/Y
9.18%
Ad CTR Y/Y
27.91%
(2.42%)
CPC Y/Y
40.31%
($2.01)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Divorce Law:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Divorce Law. 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%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
12.61%
Impressions Y/Y
28.36%
Clicks Y/Y
28.20%
Ad CTR Y/Y
-0.13%
(1.59%)
CPC Y/Y
22.43%
($2.16)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
62%
55%
8%
8%
30%
37%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Divorce Law:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Divorce Law. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
45% of all
Searches are
now on Mobile
Devices
Divorce 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)