Google

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Apparel
Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 2%, while Mobile queries grew
by 101% and Tablet searches grew by 23% YoY in the
same period
Queries grew by 34% in Q3 2015 in the
Apparel Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Apparel:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Apparel. 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
2012 2013 2014 2015
Queries (Q3 2015 Y/Y: 34.40%)
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: 9.26%)
Clicks (Q3 2015 Y/Y: 32.01%) Actual CPC (Q3 2015 Y/Y: -41.11%,
Avg:$0.13)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Apparel:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Apparel. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
Auction Stats by Platform: Q3 2015 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 34.40% 9.26% 32.01% 20.83% 5.06% -41.11% $0.13 -6.24% 4.14
Desktop 2.31% -8.06% -0.38% 8.35% 4.13% -36.27% $0.14 -0.61% 5.04
Mobile 101.26% 63.34% 125.03% 37.77% 6.62% -44.50% $0.10 -0.08% 3.14
Tablet 22.60% 5.81% 10.94% 4.86% 4.99% -35.90% $0.14 -5.07% 4.31
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
2
3
4
5
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -6.24%,
Avg:4.14)
Ad CTR(vQ3 2015 Y/Y: 20.83%,
Avg:5.06%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Apparel:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Apparel. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
34.40%
Impressions Y/Y
9.26%
Clicks Y/Y
32.01%
Ad CTR Y/Y
20.83%
(5.06%)
CPC Y/Y
-41.11%
($0.13)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Apparel:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Apparel. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
$0,30
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
2.31%
Impressions Y/Y
-8.06%
Clicks Y/Y
-0.38%
Ad CTR Y/Y
8.35%
(4.13%)
CPC Y/Y
-36.27%
($0.14)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Apparel:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Apparel. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
101.26%
Impressions Y/Y
63.34%
Clicks Y/Y
125.03%
Ad CTR Y/Y
37.77%
(6.62%)
CPC Y/Y
-44.50%
($0.10)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Apparel:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Apparel. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
$0,30
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
22.60%
Impressions Y/Y
5.81%
Clicks Y/Y
10.94%
Ad CTR Y/Y
4.86%
(4.99%)
CPC Y/Y
-35.90%
($0.14)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
56%
42%
15%
14%
29%
44%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Apparel:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Apparel. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
58% of all
Searches are
now on Mobile
Devices
Apparel:
% 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)