Google

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 3%, while Mobile queries grew
by 100% and Tablet searches grew by 25% YoY in the
same period
Queries grew by 35% in Q3 2015 in the
Travel & Tourism Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Travel & Tourism:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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: 35.41%)
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
$0,40
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -4.36%)
Clicks (Q3 2015 Y/Y: 23.60%) Actual CPC (Q3 2015 Y/Y: -28.37%,
Avg:$0.23)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Travel & Tourism:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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 35.41% -4.36% 23.60% 29.23% 6.51% -28.37% $0.23 -10.28% 2.81
Desktop 3.23% -16.64% -1.86% 17.73% 5.81% -25.94% $0.27 -5.10% 3.24
Mobile 99.52% 36.22% 103.86% 49.65% 8.15% -16.89% $0.17 -8.10% 2.25
Tablet 25.37% -7.09% 11.99% 20.53% 5.91% -23.08% $0.27 -13.73% 2.78
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
8,00%
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: -10.28%,
Avg:2.81)
Ad CTR(vQ3 2015 Y/Y: 29.23%,
Avg:6.51%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Travel & Tourism:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
35.41%
Impressions Y/Y
-4.36%
Clicks Y/Y
23.60%
Ad CTR Y/Y
29.23%
(6.51%)
CPC Y/Y
-28.37%
($0.23)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Travel & Tourism:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
3.23%
Impressions Y/Y
-16.64%
Clicks Y/Y
-1.86%
Ad CTR Y/Y
17.73%
(5.81%)
CPC Y/Y
-25.94%
($0.27)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Travel & Tourism:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
99.52%
Impressions Y/Y
36.22%
Clicks Y/Y
103.86%
Ad CTR Y/Y
49.65%
(8.15%)
CPC Y/Y
-16.89%
($0.17)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Travel & Tourism:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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%
45%
50%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
25.37%
Impressions Y/Y
-7.09%
Clicks Y/Y
11.99%
Ad CTR Y/Y
20.53%
(5.91%)
CPC Y/Y
-23.08%
($0.27)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
56%
43%
14%
13%
30%
45%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Travel & Tourism:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
57% of all
Searches are
now on Mobile
Devices
Travel &
Tourism:
% 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)