Google's quarterly update on Babycare as a segment.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Baby
India
Quarterly Update
Last Quarter: Q4 2013
April 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -1%, while Mobile queries
grew by 192% and Tablet searches grew by 88% YoY in
the same period
Queries grew by 32% in Q4 2013 in the
Baby Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Baby:
Q4 2013 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Baby. 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
2010 2011 2012 2013
Queries (Q4 2013 Y/Y: 32.35%)
1 2 3 4 5 6 7 8 9 10 11 12
Months
2010 2011 2012 2013
1 2 3 4 5 6 7 8 9 10 11 12
Months
2010 2011 2012 2013
$0.00
$0.05
$0.10
$0.15
$0.20
1 2 3 4 5 6 7 8 9 10 11 12
Months
2010 2011 2012 2013
Impressions (Q4 2013 Y/Y: 65.68%)
Clicks (Q4 2013 Y/Y: 73.97%) Actual CPC (Q4 2013 Y/Y: -28.19%,
Avg:$0.11)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Baby:
Q4 2013 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Baby. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Auction Stats by Platform: Q4 2013 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 32.35% 65.68% 73.97% 5.01% 3.83% -28.19% $0.11 19.50% 3.71
Desktop -1.31% 26.90% 32.71% 4.58% 3.91% -17.20% $0.15 29.77% 3.92
Mobile 191.79% 190.01% 221.42% 10.83% 3.69% 9.28% $0.04 0.42% 3.45
Tablet 87.78% 119.77% 144.32% 11.17% 4.00% -9.59% $0.21 19.45% 3.39
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2010 2011 2012 2013
0
1
2
3
4
5
1 2 3 4 5 6 7 8 9 10 11 12
Months
2010 2011 2012 2013
Ad Depth (Q4 2013 Y/Y: 19.50%,
Avg:3.71)
Ad CTR(vQ4 2013 Y/Y: 5.01%,
Avg:3.83%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Baby:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Baby. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
$0.00
$0.02
$0.04
$0.06
$0.08
$0.10
$0.12
$0.14
$0.16
$0.18
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
32.35%
Impressions Y/Y
65.68%
Clicks Y/Y
73.97%
Ad CTR Y/Y
5.01%
(3.83%)
CPC Y/Y
-28.19%
($0.11)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Baby:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Baby. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
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
-1.31%
Impressions Y/Y
26.90%
Clicks Y/Y
32.71%
Ad CTR Y/Y
4.58%
(3.91%)
CPC Y/Y
-17.20%
($0.15)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Baby:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Baby. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
$0.00
$0.01
$0.02
$0.03
$0.04
$0.05
$0.06
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
191.79%
Impressions Y/Y
190.01%
Clicks Y/Y
221.42%
Ad CTR Y/Y
10.83%
(3.69%)
CPC Y/Y
9.28%
($0.04)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Baby:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Baby. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
87.78%
Impressions Y/Y
119.77%
Clicks Y/Y
144.32%
Ad CTR Y/Y
11.17%
(4.00%)
CPC Y/Y
-9.59%
($0.21)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
81%
61%
2%
4%
16%
36%
Q4 2012 Q4 2013
Desktop Tablet Mobile
Baby:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Baby. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
39% of all
Searches are
now on Mobile
Devices
Baby:
% 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)