1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Plastic 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 -11%, while Mobile queries
grew by 24% and Tablet searches grew by 1% YoY in
the same period
Queries grew by 4% in Q2 2014 in the
Plastic Surgery Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Plastic Surgery:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Plastic 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: 4.28%)
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
$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
Impressions (Q2 2014 Y/Y: -10.05%)
Clicks (Q2 2014 Y/Y: -0.17%) Actual CPC (Q2 2014 Y/Y: 21.60%,
Avg:$2.96)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Plastic Surgery:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Plastic 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 4.28% -10.05% -0.17% 10.99% 1.76% 21.60% $2.96 -1.74% 4.61
Desktop -10.94% -16.67% -17.86% -1.43% 1.43% 20.70% $3.30 0.69% 5.84
Mobile 24.18% -2.20% 23.84% 26.63% 2.29% 37.47% $2.50 0.88% 3.34
Tablet 1.11% 1.00% 9.49% 8.40% 1.82% 17.51% $3.20 -4.84% 4.85
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
4
5
5
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Ad Depth (Q2 2014 Y/Y: -1.74%,
Avg:4.61)
Ad CTR(vQ2 2014 Y/Y: 10.99%,
Avg:1.76%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Plastic Surgery:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Plastic 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
4.28%
Impressions Y/Y
-10.05%
Clicks Y/Y
-0.17%
Ad CTR Y/Y
10.99%
(1.76%)
CPC Y/Y
21.60%
($2.96)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Plastic Surgery:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Plastic 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
$4.00
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
-10.94%
Impressions Y/Y
-16.67%
Clicks Y/Y
-17.86%
Ad CTR Y/Y
-1.43%
(1.43%)
CPC Y/Y
20.70%
($3.30)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Plastic Surgery:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Plastic 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
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
24.18%
Impressions Y/Y
-2.20%
Clicks Y/Y
23.84%
Ad CTR Y/Y
26.63%
(2.29%)
CPC Y/Y
37.47%
($2.50)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Plastic Surgery:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Plastic 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
$4.00
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
1.11%
Impressions Y/Y
1.00%
Clicks Y/Y
9.49%
Ad CTR Y/Y
8.40%
(1.82%)
CPC Y/Y
17.51%
($3.20)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
49%
42%
12%
11%
39%
47%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Plastic Surgery:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Plastic Surgery. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
58% of all
Searches are
now on Mobile
Devices
Plastic
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)
