Google

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 10%, while Mobile queries grew
by 141% and Tablet searches grew by 69% YoY in the
same period
Queries grew by 49% in Q3 2015 in the
Hobbies & Leisure Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Hobbies & Leisure:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. 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: 49.25%)
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: 0.14%)
Clicks (Q3 2015 Y/Y: 27.02%) Actual CPC (Q3 2015 Y/Y: -13.48%,
Avg:$0.13)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Hobbies & Leisure:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. 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 49.25% 0.14% 27.02% 26.84% 4.23% -13.48% $0.13 -7.90% 2.39
Desktop 9.66% -14.96% 1.36% 19.20% 3.61% -9.21% $0.15 -5.77% 2.53
Mobile 140.51% 36.14% 84.10% 35.23% 5.94% -1.21% $0.09 -7.73% 2.08
Tablet 69.42% 21.40% 27.96% 5.40% 3.44% -14.36% $0.13 -7.76% 2.52
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
1
2
2
3
3
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -7.90%,
Avg:2.39)
Ad CTR(vQ3 2015 Y/Y: 26.84%,
Avg:4.23%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Hobbies & Leisure:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
$0,14
$0,16
$0,18
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
49.25%
Impressions Y/Y
0.14%
Clicks Y/Y
27.02%
Ad CTR Y/Y
26.84%
(4.23%)
CPC Y/Y
-13.48%
($0.13)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Hobbies & Leisure:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
$0,14
$0,16
$0,18
$0,20
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
9.66%
Impressions Y/Y
-14.96%
Clicks Y/Y
1.36%
Ad CTR Y/Y
19.20%
(3.61%)
CPC Y/Y
-9.21%
($0.15)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Hobbies & Leisure:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
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
140.51%
Impressions Y/Y
36.14%
Clicks Y/Y
84.10%
Ad CTR Y/Y
35.23%
(5.94%)
CPC Y/Y
-1.21%
($0.09)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Hobbies & Leisure:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
69.42%
Impressions Y/Y
21.40%
Clicks Y/Y
27.96%
Ad CTR Y/Y
5.40%
(3.44%)
CPC Y/Y
-14.36%
($0.13)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
63%
47%
12%
13%
25%
40%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Hobbies & Leisure:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
53% of all
Searches are
now on Mobile
Devices
Hobbies &
Leisure:
% 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)