Google

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Occasions & Gifts
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 126% and Tablet searches grew by 48% YoY in the
same period
Queries grew by 55% in Q3 2015 in the
Occasions & Gifts Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Occasions & Gifts:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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: 54.90%)
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
$0,30
$0,35
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -10.78%)
Clicks (Q3 2015 Y/Y: 16.88%) Actual CPC (Q3 2015 Y/Y: -23.79%,
Avg:$0.21)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Occasions & Gifts:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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 54.90% -10.78% 16.88% 31.00% 4.14% -23.79% $0.21 -7.78% 2.49
Desktop 11.00% -20.82% -9.56% 14.22% 3.12% -20.93% $0.26 -3.46% 2.85
Mobile 125.78% 9.30% 55.09% 41.89% 6.08% -3.21% $0.16 -7.78% 2.05
Tablet 48.17% -3.03% 20.94% 24.71% 3.59% -37.85% $0.21 -10.57% 2.50
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -7.78%,
Avg:2.49)
Ad CTR(vQ3 2015 Y/Y: 31.00%,
Avg:4.14%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Occasions & Gifts:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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%
20%
40%
60%
80%
100%
120%
140%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
54.90%
Impressions Y/Y
-10.78%
Clicks Y/Y
16.88%
Ad CTR Y/Y
31.00%
(4.14%)
CPC Y/Y
-23.79%
($0.21)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Occasions & Gifts:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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%
20%
40%
60%
80%
100%
120%
140%
160%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
11.00%
Impressions Y/Y
-20.82%
Clicks Y/Y
-9.56%
Ad CTR Y/Y
14.22%
(3.12%)
CPC Y/Y
-20.93%
($0.26)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Occasions & Gifts:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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%
70%
80%
90%
100%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
125.78%
Impressions Y/Y
9.30%
Clicks Y/Y
55.09%
Ad CTR Y/Y
41.89%
(6.08%)
CPC Y/Y
-3.21%
($0.16)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Occasions & Gifts:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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%
20%
40%
60%
80%
100%
120%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
48.17%
Impressions Y/Y
-3.03%
Clicks Y/Y
20.94%
Ad CTR Y/Y
24.71%
(3.59%)
CPC Y/Y
-37.85%
($0.21)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
54%
39%
12%
11%
35%
50%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Occasions & Gifts:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
61% of all
Searches are
now on Mobile
Devices
Occasions &
Gifts:
% 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)