The document provides a quarterly update on search queries and advertising metrics for tourist attractions and destinations on Google search. It finds that queries grew 11% in Q2 2014 year-over-year overall, with mobile queries increasing 35% and tablet queries growing 10% while desktop queries declined 2%. Advertising metrics like clicks and cost-per-click also increased or remained steady across most devices over the past year, with mobile search and advertising for tourist attractions seeing especially strong growth. The majority of searches in this category are now taking place on mobile devices.
1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Tourist Attractions &
Destinations
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014
2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -2%, while Mobile queries
grew by 35% and Tablet searches grew by 10% YoY in
the same period
Queries grew by 11% in Q2 2014 in the
Tourist Attractions & Destinations
Category
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Tourist Attractions & Destinations:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Tourist Attractions & Destinations. 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 11.37% -13.76% 18.35% 37.23% 3.80% 4.37% $0.73 -3.42% 3.15
Desktop -2.47% -17.07% -0.97% 19.41% 3.34% 9.01% $0.84 -2.32% 3.66
Mobile 35.46% -22.49% 60.87% 107.54% 5.72% 16.25% $0.50 -10.45% 2.01
Tablet 10.39% 13.30% 42.70% 25.94% 3.39% -0.33% $0.76 -0.29% 3.54
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
0
1
2
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: -3.42%,
Avg:3.15)
Ad CTR(vQ2 2014 Y/Y: 37.23%,
Avg:3.80%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Tourist Attractions & Destinations:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Tourist Attractions & Destinations. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
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
11.37%
Impressions Y/Y
-13.76%
Clicks Y/Y
18.35%
Ad CTR Y/Y
37.23%
(3.80%)
CPC Y/Y
4.37%
($0.73)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Tourist Attractions & Destinations:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Tourist Attractions & Destinations. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-2.47%
Impressions Y/Y
-17.07%
Clicks Y/Y
-0.97%
Ad CTR Y/Y
19.41%
(3.34%)
CPC Y/Y
9.01%
($0.84)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Tourist Attractions & Destinations:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Tourist Attractions & Destinations. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
35.46%
Impressions Y/Y
-22.49%
Clicks Y/Y
60.87%
Ad CTR Y/Y
107.54%
(5.72%)
CPC Y/Y
16.25%
($0.50)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Tourist Attractions & Destinations:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Tourist Attractions & Destinations. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
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
10.39%
Impressions Y/Y
13.30%
Clicks Y/Y
42.70%
Ad CTR Y/Y
25.94%
(3.39%)
CPC Y/Y
-0.33%
($0.76)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
56%
49%
12%
12%
32%
39%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Tourist Attractions & Destinations:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Tourist Attractions & Destinations. Note: In-
quarter metrics for Query Volume and Ad Depth are only available.
51% of all
Searches are
now on Mobile
Devices
Tourist
Attractions &
Destinations:
% 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)
