Google

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 11%, while Mobile queries grew
by 123% and Tablet searches grew by 39% YoY in the
same period
Queries grew by 43% in Q3 2015 in the
Home & Garden Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Home & Garden:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. 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: 42.53%)
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
$0,10
$0,20
$0,30
$0,40
$0,50
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: 9.95%)
Clicks (Q3 2015 Y/Y: 34.66%) Actual CPC (Q3 2015 Y/Y: -39.90%,
Avg:$0.23)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Home & Garden:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. 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 42.53% 9.95% 34.66% 22.48% 3.79% -39.90% $0.23 -7.58% 4.56
Desktop 10.86% -6.94% 1.37% 8.93% 3.15% -35.46% $0.25 -4.28% 5.27
Mobile 123.11% 92.78% 162.61% 36.22% 5.10% -41.85% $0.18 8.55% 3.52
Tablet 38.63% 8.40% 30.41% 20.30% 4.05% -36.96% $0.25 -11.83% 4.46
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
2
3
4
5
6
7
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -7.58%,
Avg:4.56)
Ad CTR(vQ3 2015 Y/Y: 22.48%,
Avg:3.79%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Home & Garden:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. 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
$0,35
$0,40
$0,45
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
42.53%
Impressions Y/Y
9.95%
Clicks Y/Y
34.66%
Ad CTR Y/Y
22.48%
(3.79%)
CPC Y/Y
-39.90%
($0.23)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Home & Garden:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. 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
$0,35
$0,40
$0,45
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
10.86%
Impressions Y/Y
-6.94%
Clicks Y/Y
1.37%
Ad CTR Y/Y
8.93%
(3.15%)
CPC Y/Y
-35.46%
($0.25)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Home & Garden:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. 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
$0,35
$0,40
0%
5%
10%
15%
20%
25%
30%
35%
40%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
123.11%
Impressions Y/Y
92.78%
Clicks Y/Y
162.61%
Ad CTR Y/Y
36.22%
(5.10%)
CPC Y/Y
-41.85%
($0.18)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Home & Garden:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. 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
$0,35
$0,40
$0,45
$0,50
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
38.63%
Impressions Y/Y
8.40%
Clicks Y/Y
30.41%
Ad CTR Y/Y
20.30%
(4.05%)
CPC Y/Y
-36.96%
($0.25)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
61%
47%
14%
14%
25%
39%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Home & Garden:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Home & Garden. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
53% of all
Searches are
now on Mobile
Devices
Home &
Garden:
% 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)