Google Confidential and Proprietary 1 1 Accounting & Auditing United Kingdom Quarterly Update Last Quarter: Q September 2014

Google Confidential and Proprietary 2 2 Desktop queries declined by -4%, while Mobile queries grew by 28% and Tablet searches grew by 21% YoY in the same period Queries grew by 4% in Q in the Accounting & Auditing Category

Google Confidential and Proprietary 3 3 Accounting & Auditing: Q Auction Metrics Update Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Impressions (Q Y/Y: -7.41%) Clicks (Q Y/Y: %) Actual CPC (Q Y/Y: 35.83%, Avg:$1.61)

Google Confidential and Proprietary 4 4 Accounting & Auditing: Q Auction metrics update Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. 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 Overall4.18%-7.41%-13.13%-6.18%2.21%35.83%$ %3.31 Desktop-3.86%-8.85%-27.04%-19.96%1.74%43.41%$ %3.76 Mobile27.80%-15.78%11.82%32.77%4.11%56.75%$ %2.24 Tablet20.98%20.53%23.08%2.12%2.33%25.70%$ %3.19 Ad Depth (Q Y/Y: 9.46%, Avg:3.31) Ad CTR(vQ Y/Y: -6.18%, Avg:2.21%)

Google Confidential and Proprietary 5 5 Accounting & Auditing: All Devices Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y 4.18% Impressions Y/Y -7.41% Clicks Y/Y % Ad CTR Y/Y -6.18% (2.21%) CPC Y/Y 35.83% ($1.61)

Google Confidential and Proprietary 6 6 Accounting & Auditing: Desktop Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y -3.86% Impressions Y/Y -8.85% Clicks Y/Y % Ad CTR Y/Y % (1.74%) CPC Y/Y 43.41% ($1.99)

Google Confidential and Proprietary 7 7 Accounting & Auditing: Mobile Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y 27.80% Impressions Y/Y % Clicks Y/Y 11.82% Ad CTR Y/Y 32.77% (4.11%) CPC Y/Y 56.75% ($0.92)

Google Confidential and Proprietary 8 8 Accounting & Auditing: Tablet Auction metrics evolution Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Queries Y/Y 20.98% Impressions Y/Y 20.53% Clicks Y/Y 23.08% Ad CTR Y/Y 2.12% (2.33%) CPC Y/Y 25.70% ($1.61)

Google Confidential and Proprietary 9 9 Accounting & Auditing: Cross Platform Search Trends Source: Google internal search data, based on pre-categorised queries for the Accounting & Auditing. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 33% of all Searches are now on Mobile Devices Accounting & Auditing: % 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)