This quarterly report summarizes search trends for vehicle dealers on Google from Q2 2014. It finds that mobile queries grew 36% year-over-year while desktop declined 2% and tablet grew 12%. Overall queries increased 13% in Q2 2014. By platform, mobile searches increased 36% while desktop declined 2% and tablet grew 12%. Mobile now accounts for 52% of all vehicle dealer searches on Google.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Vehicle Dealers
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 36% and Tablet searches grew by 12% YoY in
the same period
Queries grew by 13% in Q2 2014 in the
Vehicle Dealers Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Vehicle Dealers:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. 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: 12.65%)
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: -6.59%)
Clicks (Q2 2014 Y/Y: 19.74%) Actual CPC (Q2 2014 Y/Y: 16.61%,
Avg:$2.09)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Vehicle Dealers:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. 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 12.65% -6.59% 19.74% 28.19% 2.97% 16.61% $2.09 -7.60% 4.77
Desktop -1.85% -12.59% 2.05% 16.74% 2.66% 15.25% $2.19 -3.17% 5.97
Mobile 35.81% 3.20% 52.97% 48.22% 3.54% 32.14% $1.95 -9.06% 3.22
Tablet 11.78% 5.68% 42.48% 34.82% 3.18% 7.21% $2.04 -6.92% 5.16
0.00%
1.00%
2.00%
3.00%
4.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
4
5
5
6
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: -7.60%,
Avg:4.77)
Ad CTR(vQ2 2014 Y/Y: 28.19%,
Avg:2.97%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Vehicle Dealers:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. 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%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
12.65%
Impressions Y/Y
-6.59%
Clicks Y/Y
19.74%
Ad CTR Y/Y
28.19%
(2.97%)
CPC Y/Y
16.61%
($2.09)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Vehicle Dealers:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. 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%
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
-1.85%
Impressions Y/Y
-12.59%
Clicks Y/Y
2.05%
Ad CTR Y/Y
16.74%
(2.66%)
CPC Y/Y
15.25%
($2.19)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Vehicle Dealers:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. 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%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
35.81%
Impressions Y/Y
3.20%
Clicks Y/Y
52.97%
Ad CTR Y/Y
48.22%
(3.54%)
CPC Y/Y
32.14%
($1.95)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Vehicle Dealers:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. 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%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
11.78%
Impressions Y/Y
5.68%
Clicks Y/Y
42.48%
Ad CTR Y/Y
34.82%
(3.18%)
CPC Y/Y
7.21%
($2.04)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
55%
48%
10%
10%
35%
42%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Vehicle Dealers:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Vehicle Dealers. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
52% of all
Searches are
now on Mobile
Devices
Vehicle
Dealers:
% 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)