1. DUI United States Quarterly Update Last Quarter: Q2 2014
August 2014

2. Queries grew by 7% in Q2 2014 in the DUI Category
Desktop queries declined by -7%, while Mobile queries grew by 24% and Tablet searches grew by 5% YoY in the same period

3. DUI: Q2 2014 Auction Metrics Update
Impressions (Q Y/Y: -8.59%)
Clicks (Q Y/Y: -6.59%)
Actual CPC (Q Y/Y: 15.45%, Avg:$6.92)
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Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

4. DUI: Q2 2014 Auction metrics update
Ad CTR(vQ Y/Y: 2.18%, Avg:1.09%)
Ad Depth (Q Y/Y: 0.99%, Avg:4.09)
Auction Stats by Platform: Q 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
6.51%
-8.59%
-6.59%
2.18%
1.09%
15.45%
$6.92
0.99%
4.09
Desktop
-6.85%
-9.90%
-26.53%
-18.46%
0.81%
15.09%
$7.86
5.34%
5.14
Mobile
24.06%
-11.62%
18.17%
33.71%
1.60%
33.45%
$6.05
-5.03%
2.93
Tablet
5.17%
16.99%
24.62%
6.52%
1.13%
-2.34%
$6.76
6.05%
4.22
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Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

5. DUI: All Devices Auction metrics evolution
Queries Y/Y
6.51%
Impressions Y/Y
-8.59%
Clicks Y/Y
-6.59%
Ad CTR Y/Y
2.18%
(1.09%)
Take this slide.
CPC Y/Y
15.45%
($6.92)
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

6. DUI: Desktop Auction metrics evolution
Queries Y/Y
-6.85%
Impressions Y/Y
-9.90%
Clicks Y/Y
-26.53%
Ad CTR Y/Y
-18.46%
(0.81%)
Take this slide.
CPC Y/Y
15.09%
($7.86)
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

7. DUI: Mobile Auction metrics evolution
Queries Y/Y
24.06%
Impressions Y/Y
-11.62%
Clicks Y/Y
18.17%
Ad CTR Y/Y
33.71%
(1.60%)
Take this slide.
CPC Y/Y
33.45%
($6.05)
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

8. DUI: Tablet Auction metrics evolution
Queries Y/Y
5.17%
Impressions Y/Y
16.99%
Clicks Y/Y
24.62%
Ad CTR Y/Y
6.52%
(1.13%)
Take this slide.
CPC Y/Y
-2.34%
($6.76)
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

9. DUI: Cross Platform Search Trends
% of Queries by Device
54% of all Searches are now on Mobile Devices
Source: Google internal search data, based on pre-categorised queries for the DUI. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

10. Thank You!

11. Definitions Devices: Metrics
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)