This document provides a quarterly update on search metrics for the federal crime law category on Google search from Q2 2014. It finds that overall queries declined 15% year-over-year while impressions fell 10% and clicks fell 1%. Mobile search grew for this topic while desktop and tablet declined. Advertising metrics like cost-per-click and click-through rates increased for mobile and decreased for desktop. Nearly half of all searches for this topic were now on mobile devices.

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

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)