7. Women's Clothing
Netherlands
Quarterly Update
Last Quarter: Q3 2013
November 2013

8. Queries grew by 28% in Q3 2013 in the
Women's Clothing Category
Desktop queries declined by -4%, while Mobile queries grew by
112% and Tablet searches grew by 114% YoY in the same period

9. Women's Clothing:
Q3 2013 Auction Metrics Update
Queries (Q3 2013 Y/Y: 28.28%)
1
2
3
4
5
6
7
8
Impressions (Q3 2013 Y/Y: 43.59%)
9
10
11
12
1
2
3
4
5
Months
2010
6
7
8
9
10
11
12
11
12
Months
2011
2012
2013
2010
Clicks (Q3 2013 Y/Y: 25.88%)
2011
2012
2013
Actual CPC (Q3 2013 Y/Y: 13.96%, Avg:$0.37)
$0.50
$0.40
$0.30
$0.20
$0.10
$0.00
1
2
3
4
2010
5
6
Months
2011
7
8
2012
9
10
2013
11
12
1
2
3
4
5
2010
Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
6
Months
2011
7
8
2012
9
10
2013

10. Women's Clothing:
All Devices Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
40%
$0.45
35%
Queries Y/Y
28.28%
$0.40
$0.35
30%
$0.30
25%
Impressions Y/Y
43.59%
$0.25
20%
$0.20
15%
Clicks Y/Y
25.88%
$0.15
10%
$0.10
5%
$0.05
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-12.33%
(5.75%)
CPC Y/Y
13.96%
($0.37)

11. Women's Clothing:
Desktop Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
50%
$0.45
45%
$0.40
40%
$0.35
Queries Y/Y
-3.72%
35%
$0.30
30%
Impressions Y/Y
9.83%
$0.25
25%
$0.20
20%
Clicks Y/Y
-1.56%
$0.15
15%
10%
$0.10
5%
$0.05
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-10.37%
(5.51%)
CPC Y/Y
17.52%
($0.41)

12. Women's Clothing:
Mobile Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
40%
$0.30
35%
Queries Y/Y
111.98%
$0.25
30%
$0.20
25%
20%
$0.15
15%
Impressions Y/Y
114.79%
Clicks Y/Y
96.40%
$0.10
10%
$0.05
5%
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-8.56%
(5.28%)
CPC Y/Y
20.28%
($0.20)

13. Women's Clothing:
Tablet Auction metrics evolution
$0.40
35%
30%
$0.30
25%
$0.25
20%
$0.20
15%
$0.15
10%
$0.10
5%
$0.05
$0.00
Queries Y/Y
114.32%
$0.35
0%
Queries, Impressions, Clicks and Ad CTR Index
40%
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Impressions Y/Y
234.88%
Clicks Y/Y
116.29%
Ad CTR Y/Y
-35.41%
(6.55%)
CPC Y/Y
27.53%
($0.35)

14. Women's Clothing:
Cross Platform Search Trends
13%
Women's
Clothing:
% of Queries by
Device
22%
14%
24%
73%
55%
Q3 2012
Q3 2013
Desktop
Tablet
Mobile
Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.

15. Men's Clothing
Netherlands
Quarterly Update
Last Quarter: Q3 2013
November 2013

16. Queries grew by 36% in Q3 2013 in the Men's
Clothing Category
Desktop queries grew by 9%, while Mobile queries grew by
116% and Tablet searches grew by 127% YoY in the same period

17. Men's Clothing:
Q3 2013 Auction Metrics Update
Queries (Q3 2013 Y/Y: 35.94%)
1
2
3
4
5
6
7
8
Impressions (Q3 2013 Y/Y: 48.66%)
9
10
11
12
1
2
3
4
5
Months
2010
6
7
8
9
10
11
12
11
12
Months
2011
2012
2013
2010
Clicks (Q3 2013 Y/Y: 31.00%)
2011
2012
2013
Actual CPC (Q3 2013 Y/Y: 6.52%, Avg:$0.48)
$0.60
$0.50
$0.40
$0.30
$0.20
$0.10
$0.00
1
2
3
4
2010
5
6
Months
2011
7
8
2012
9
10
2013
11
12
1
2
3
4
2010
Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
5
6
Months
2011
7
8
2012
9
10
2013

18. Men's Clothing:
All Devices Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
45%
$0.60
Queries Y/Y
35.94%
40%
$0.50
35%
30%
$0.40
Impressions Y/Y
48.66%
25%
$0.30
20%
15%
Clicks Y/Y
31.00%
$0.20
10%
$0.10
5%
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-11.88%
(4.66%)
CPC Y/Y
6.52%
($0.48)

19. Men's Clothing:
Desktop Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
50%
$0.60
Queries Y/Y
8.59%
45%
$0.50
40%
35%
$0.40
Impressions Y/Y
19.23%
30%
25%
$0.30
20%
Clicks Y/Y
11.31%
$0.20
15%
10%
$0.10
5%
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-6.64%
(4.62%)
CPC Y/Y
3.74%
($0.51)

20. Men's Clothing:
Mobile Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
50%
$0.35
45%
Queries Y/Y
116.17%
$0.30
40%
$0.25
35%
30%
Impressions Y/Y
111.61%
$0.20
25%
$0.15
20%
15%
$0.10
10%
$0.05
5%
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Clicks Y/Y
76.12%
Ad CTR Y/Y
-16.77%
(4.52%)
CPC Y/Y
52.53%
($0.27)

21. Men's Clothing:
Tablet Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
45%
$0.60
Queries Y/Y
127.09%
40%
$0.50
35%
30%
$0.40
Impressions Y/Y
242.01%
25%
$0.30
20%
15%
Clicks Y/Y
108.33%
$0.20
10%
$0.10
5%
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-39.09%
(4.84%)
CPC Y/Y
28.07%
($0.49)

22. Men's Clothing:
Cross Platform Search Trends
Men's Clothing:
% of Queries by
Device
12%
20%
12%
20%
76%
61%
Q3 2012
Q3 2013
Desktop
Tablet
Mobile
Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.

23. Children's Clothing
Netherlands
Quarterly Update
Last Quarter: Q3 2013
November 2013

24. Queries grew by 18% in Q3 2013 in the
Children's Clothing Category
Desktop queries declined by -18%, while Mobile queries grew by
99% and Tablet searches grew by 76% YoY in the same period

25. Children's Clothing:
Q3 2013 Auction Metrics Update
Queries (Q3 2013 Y/Y: 17.65%)
1
2
3
4
5
6
7
8
Impressions (Q3 2013 Y/Y: 15.80%)
9
10
11
12
1
2
3
4
5
Months
2010
6
7
8
9
10
11
12
11
12
Months
2011
2012
2013
2010
Clicks (Q3 2013 Y/Y: 5.05%)
2011
2012
2013
Actual CPC (Q3 2013 Y/Y: 10.74%, Avg:$0.33)
$0.40
$0.35
$0.30
$0.25
$0.20
$0.15
$0.10
$0.05
$0.00
1
2
3
4
2010
5
6
Months
2011
7
8
2012
9
10
2013
11
12
1
2
3
4
5
2010
Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
6
Months
2011
7
8
2012
9
10
2013

26. Children's Clothing:
All Devices Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
45%
$0.40
40%
Queries Y/Y
17.65%
$0.35
35%
$0.30
30%
Impressions Y/Y
15.80%
$0.25
25%
$0.20
20%
$0.15
15%
$0.10
10%
5%
$0.05
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Clicks Y/Y
5.05%
Ad CTR Y/Y
-9.28%
(5.37%)
CPC Y/Y
10.74%
($0.33)

27. Children's Clothing:
Desktop Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
70%
$0.45
Queries Y/Y
-18.30%
$0.40
60%
$0.35
50%
$0.30
40%
$0.25
30%
$0.20
Impressions Y/Y
-18.11%
Clicks Y/Y
-19.98%
$0.15
20%
$0.10
10%
$0.05
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-2.29%
(5.35%)
CPC Y/Y
10.80%
($0.36)

28. Children's Clothing:
Mobile Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
45%
$0.25
Queries Y/Y
98.59%
40%
$0.20
35%
30%
Impressions Y/Y
95.79%
$0.15
25%
20%
$0.10
Clicks Y/Y
71.64%
15%
10%
$0.05
5%
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
-12.33%
(4.47%)
CPC Y/Y
32.35%
($0.20)

29. Children's Clothing:
Tablet Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
45%
$0.40
40%
Queries Y/Y
76.34%
$0.35
35%
$0.30
30%
Impressions Y/Y
139.27%
$0.25
25%
$0.20
20%
$0.15
15%
$0.10
10%
5%
$0.05
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Clicks Y/Y
62.33%
Ad CTR Y/Y
-32.16%
(5.81%)
CPC Y/Y
28.21%
($0.32)

30. Children's Clothing:
Cross Platform Search Trends
15%
Children's
Clothing:
% of Queries by
Device
25%
20%
30%
65%
45%
Q3 2012
Q3 2013
Desktop
Tablet
Mobile
Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.

33. •
•
•
•
•

39. We started using Outsearching in march 2013. Since then we have more than
doubled our results and cut our conversion cost by 46%”
Sinisa Preradovic
Head of B2C Sales
Advanzia Bank S.A.

40. •
•
•
•
•