1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Federal Crime 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 -22%, while Mobile queries
declined by -4% and Tablet searches declined by -22%
YoY in the same period
Queries grew by -15% in Q2 2014 in the
Federal Crime Law Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Federal Crime Law:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Federal Crime 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: -15.22%)
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -10.16%)
Clicks (Q2 2014 Y/Y: -0.69%) Actual CPC (Q2 2014 Y/Y: 22.72%,
Avg:$1.52)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Federal Crime Law:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Federal Crime 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 -15.22% -10.16% -0.69% 10.54% 1.33% 22.72% $1.52 11.18% 2.51
Desktop -21.80% -4.16% -11.70% -7.86% 1.02% 12.91% $1.85 15.69% 2.88
Mobile -3.63% -29.16% 4.29% 47.23% 1.97% 68.69% $1.22 -0.27% 2.00
Tablet -21.75% 43.66% 50.94% 5.07% 1.26% -2.40% $1.29 15.99% 2.54
0.00%
0.50%
1.00%
1.50%
2.00%
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: 11.18%,
Avg:2.51)
Ad CTR(vQ2 2014 Y/Y: 10.54%,
Avg:1.33%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Federal Crime Law:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Federal Crime 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
$1.80
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
-15.22%
Impressions Y/Y
-10.16%
Clicks Y/Y
-0.69%
Ad CTR Y/Y
10.54%
(1.33%)
CPC Y/Y
22.72%
($1.52)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Federal Crime Law:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Federal Crime 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
$1.80
$2.00
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-21.80%
Impressions Y/Y
-4.16%
Clicks Y/Y
-11.70%
Ad CTR Y/Y
-7.86%
(1.02%)
CPC Y/Y
12.91%
($1.85)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Federal Crime Law:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Federal Crime 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-3.63%
Impressions Y/Y
-29.16%
Clicks Y/Y
4.29%
Ad CTR Y/Y
47.23%
(1.97%)
CPC Y/Y
68.69%
($1.22)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Federal Crime Law:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Federal Crime 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
$1.80
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-21.75%
Impressions Y/Y
43.66%
Clicks Y/Y
50.94%
Ad CTR Y/Y
5.07%
(1.26%)
CPC Y/Y
-2.40%
($1.29)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
55% 51%
9%
8%
36% 41%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Federal Crime Law:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Federal Crime Law. Note: In-quarter metrics for
Query Volume and Ad Depth are only available.
49% of all
Searches are
now on Mobile
Devices
Federal Crime
Law:
% of Queries
by Device
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)
