Queries for reconstructive surgery declined slightly by 1% in Q2 2014 overall. Desktop searches declined 12% while mobile searches grew 15% and tablet searches grew 2% year-over-year. 51% of all reconstructive surgery searches were now on mobile devices. Ad impressions declined 31% overall along with 20% fewer clicks, though average cost-per-click grew slightly by 1%. Mobile searches saw large increases in ad click-through rate and queries, while desktop searches and metrics declined substantially.
1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Reconstructive Surgery
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 15% and Tablet searches grew by 2% YoY in
the same period
Queries grew by -1% in Q2 2014 in the
Reconstructive Surgery Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Reconstructive Surgery:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. 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: -1.15%)
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: -31.29%)
Clicks (Q2 2014 Y/Y: -20.26%) Actual CPC (Q2 2014 Y/Y: 1.12%,
Avg:$1.89)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Reconstructive Surgery:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. 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 -1.15% -31.29% -20.26% 16.06% 1.29% 1.12% $1.89 0.96% 3.21
Desktop -12.12% -36.25% -37.21% -1.51% 1.10% 11.21% $2.26 5.38% 3.84
Mobile 14.99% -31.80% 16.03% 70.12% 1.77% -2.61% $1.46 -2.98% 2.25
Tablet 1.86% -4.43% -3.79% 0.67% 1.23% -5.53% $1.70 -4.32% 3.46
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
3
3
3
3
3
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: 0.96%,
Avg:3.21)
Ad CTR(vQ2 2014 Y/Y: 16.06%,
Avg:1.29%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Reconstructive Surgery:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. 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%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-1.15%
Impressions Y/Y
-31.29%
Clicks Y/Y
-20.26%
Ad CTR Y/Y
16.06%
(1.29%)
CPC Y/Y
1.12%
($1.89)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Reconstructive Surgery:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. 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%
70%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-12.12%
Impressions Y/Y
-36.25%
Clicks Y/Y
-37.21%
Ad CTR Y/Y
-1.51%
(1.10%)
CPC Y/Y
11.21%
($2.26)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Reconstructive Surgery:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. 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
14.99%
Impressions Y/Y
-31.80%
Clicks Y/Y
16.03%
Ad CTR Y/Y
70.12%
(1.77%)
CPC Y/Y
-2.61%
($1.46)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Reconstructive Surgery:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. 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
$3.50
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
1.86%
Impressions Y/Y
-4.43%
Clicks Y/Y
-3.79%
Ad CTR Y/Y
0.67%
(1.23%)
CPC Y/Y
-5.53%
($1.70)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
55% 49%
9%
9%
36% 42%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Reconstructive Surgery:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Reconstructive Surgery. Note: In-quarter metrics
for Query Volume and Ad Depth are only available.
51% of all
Searches are
now on Mobile
Devices
Reconstructiv
e Surgery:
% 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)
