This document summarizes quarterly search trends in the naturopathy category from Q2 2014. It finds that overall queries grew 6% year-over-year while desktop queries declined 3% and mobile queries grew 32%. The average cost-per-click in Q2 2014 was $1.58, up 1% from the previous year. Mobile now accounts for 41% of all naturopathy searches, up from 30% in Q2 2013, while desktop has declined from 64% to 59% of searches over the same period.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Naturopathy
United States
Quarterly Update
Last Quarter: Q2 2014
September 2014

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries declined by -3%, while Mobile queries
grew by 32% and Tablet searches grew by 8% YoY in
the same period
Queries grew by 6% in Q2 2014 in the
Naturopathy Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Naturopathy:
Q2 2014 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. 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: 6.46%)
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
Impressions (Q2 2014 Y/Y: -7.11%)
Clicks (Q2 2014 Y/Y: -2.18%) Actual CPC (Q2 2014 Y/Y: 1.12%,
Avg:$1.58)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Naturopathy:
Q2 2014 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. 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 6.46% -7.11% -2.18% 5.31% 1.22% 1.12% $1.58 -1.61% 4.50
Desktop -3.31% -8.36% -13.06% -5.13% 1.12% 2.22% $1.63 1.93% 5.22
Mobile 31.74% -12.05% 34.07% 52.44% 1.66% 8.16% $1.48 -9.73% 2.76
Tablet 7.84% 6.52% 18.74% 11.47% 1.26% -7.36% $1.55 -5.16% 4.43
0.00%
0.50%
1.00%
1.50%
2.00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2011 2012 2013 2014
4
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: -1.61%,
Avg:4.50)
Ad CTR(vQ2 2014 Y/Y: 5.31%,
Avg:1.22%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Naturopathy:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
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
6.46%
Impressions Y/Y
-7.11%
Clicks Y/Y
-2.18%
Ad CTR Y/Y
5.31%
(1.22%)
CPC Y/Y
1.12%
($1.58)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Naturopathy:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
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
-3.31%
Impressions Y/Y
-8.36%
Clicks Y/Y
-13.06%
Ad CTR Y/Y
-5.13%
(1.12%)
CPC Y/Y
2.22%
($1.63)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Naturopathy:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
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
31.74%
Impressions Y/Y
-12.05%
Clicks Y/Y
34.07%
Ad CTR Y/Y
52.44%
(1.66%)
CPC Y/Y
8.16%
($1.48)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Naturopathy:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
$2.00
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
7.84%
Impressions Y/Y
6.52%
Clicks Y/Y
18.74%
Ad CTR Y/Y
11.47%
(1.26%)
CPC Y/Y
-7.36%
($1.55)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
64% 59%
11%
11%
24% 30%
Q2 2013 Q2 2014
Desktop Tablet Mobile
Naturopathy:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Naturopathy. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
41% of all
Searches are
now on Mobile
Devices
Naturopathy:
% 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)