Google Confidential and Proprietary 1 1 Cosmetic Dentistry United States Quarterly Update Last Quarter: Q August 2014

Google Confidential and Proprietary 2 2 Desktop queries declined by -23%, while Mobile queries grew by 23% and Tablet searches grew by 6% YoY in the same period Queries grew by -6% in Q in the Cosmetic Dentistry Category

Google Confidential and Proprietary 3 3 Cosmetic Dentistry: Q Auction Metrics Update Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Impressions (Q Y/Y: %) Clicks (Q Y/Y: 0.18%) Actual CPC (Q Y/Y: 10.73%, Avg:$2.15)

Google Confidential and Proprietary 4 4 Cosmetic Dentistry: Q Auction metrics update Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Auction Stats by Platform: Q YoY and Averages (where applicable) Platform QueriesImpressionsClicksAd CTR YoYAd CTR AvgCPC YoYCPC AvgAd Depth YoYAd Depth Overall-6.06%-14.11%0.18%16.64%1.78%10.73%$ %4.22 Desktop-22.84%-18.47%-9.80%10.64%1.51%6.96%$ %4.93 Mobile23.05%-13.28%8.77%25.43%2.34%27.22%$ %3.05 Tablet6.02%12.04%28.08%14.31%1.95%-0.43%$ %4.57 Ad Depth (Q Y/Y: 17.45%, Avg:4.22) Ad CTR(vQ Y/Y: 16.64%, Avg:1.78%)

Google Confidential and Proprietary 5 5 Cosmetic Dentistry: All Devices Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y -6.06% Impressions Y/Y % Clicks Y/Y 0.18% Ad CTR Y/Y 16.64% (1.78%) CPC Y/Y 10.73% ($2.15)

Google Confidential and Proprietary 6 6 Cosmetic Dentistry: Desktop Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y % Impressions Y/Y % Clicks Y/Y -9.80% Ad CTR Y/Y 10.64% (1.51%) CPC Y/Y 6.96% ($2.23)

Google Confidential and Proprietary 7 7 Cosmetic Dentistry: Mobile Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y 23.05% Impressions Y/Y % Clicks Y/Y 8.77% Ad CTR Y/Y 25.43% (2.34%) CPC Y/Y 27.22% ($1.96)

Google Confidential and Proprietary 8 8 Cosmetic Dentistry: Tablet Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y 6.02% Impressions Y/Y 12.04% Clicks Y/Y 28.08% Ad CTR Y/Y 14.31% (1.95%) CPC Y/Y -0.43% ($2.33)

Google Confidential and Proprietary 9 9 Cosmetic Dentistry: Cross Platform Search Trends Source: Google internal search data, based on pre-categorised queries for the Cosmetic Dentistry. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 50% of all Searches are now on Mobile Devices Cosmetic Dentistry: % of Queries by Device

Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 Thank You!

Google Confidential and Proprietary 11 Google 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)