This document provides demographic, economic, and internet usage data about Kuwait. It also includes statistics on search queries, impressions, clicks, costs, and other metrics for Kuwait from Google's internal data over the last several quarters. Various charts show trends in these metrics over time by device and category. The document also provides benchmarks for advertisers and projections for clicks and budgets. It aims to help companies understand the online marketing landscape and opportunities in Kuwait.

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GermanyKuwait
Go-to-market pack for Kuwait

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3.7M
Population
#113
Population rank
2.79%
Population growth
123B
GDP ($)
289B
GDP PPP ($)
Country Demographics Country Economics
Kuwait
Source: World factbook (CIA, 2014); World Economic Outlook database (IMF, 2015)

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Online Audience
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79%
Internet Penetration
N/A
Online Purchasers
N/A
Smartphone Penetration
Source: DataBank (The World Bank, 2015), StatCounter Global Stats (Statscounter, 2014), Consumerbarometer (TNS Infratest Germany, 2015)

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Mobile Audience
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N/A
Users purchasing
weekly on mobile
70%
Android users
23%
iOS users
Source: DataBank (The World Bank, 2015), StatCounter Global Stats (Statscounter, 2014), Consumerbarometer (TNS Infratest Germany, 2015)

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Languages
For the chosen categories in Kuwait
Category mix
● Sailboats
● Transmissions &
Transmission Repair
● Station Wagons
● Sports Cars
● Other
Source: Google internal data (September 2016 sample)

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Query Trends
Indexedqueryvolume
Source: Internal Google Data, last 7 closed quarters.

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Vertical Trends
Queries grew by 20.38% in 2016 Q4.
Computer queries grew by 0.11%, while Mobile
queries grew by 31.87% and Tablet searches
declined by 14.25% YoY in the same period
Source: Internal Google Data, last closed quarter.

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Key Auction Metric
2016 Q4
Platform Queries
YoY
Impressions
YoY
Clicks
YoY
Ad CTR
YoY
Ad CTR
Avg
CPC YoY CPC Avg Ad Depth
YoY
Ad Depth
All Device 20.38% 18.82% 27.99% 7.72% 5.43% 40.73% $0.62 4.48% 2.14
Computers 0.11% -31.86% -9.43% 32.91% 6.49% 17.31% $0.69 -15.58% 1.93
Mobile 31.87% 40.49% 40.89% 0.28% 5.22% 57.28% $0.61 10.61% 2.19
Tablets -14.25% -27.76% 28.18% 77.45% 8.72% 19.40% $0.67 -0.55% 2.02
Source: Internal Google Data, last closed quarter.

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Vertical Trends - All Device
Queries Impressions
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - All Device
Clicks CPC
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - All Device
Ad CTR Ad Depth
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - Computer + Tablet
Queries Impressions
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - Computer + Tablet
Clicks CPC
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - Computer + Tablet
Ad CTR Ad Depth
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - Mobile
Queries Impressions
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - Mobile
Clicks CPC
Source: Internal Google Data, last 16 closed quarters.

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Vertical Trends - Mobile
Ad CTR Ad Depth
Source: Internal Google Data, last 16 closed quarters.

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Advertiser benchmarks
Top Medium Long Tail
Clicks 54,991 11,791 2,072
Click-through rate 5.04% 5.26% 6.16%
Cost $35,718.16 $6,299.89 $999.16
Cost per click $0.65 $0.53 $0.48
Impressions 1,091,278 224,016 33,622
Impression position 1.93 2.13 2.17
Source: Google internal data, last 4 closed quarters. Category leader averages based on your category mix.
These benchmarks are based on the following categories: Vehicles. This selection may represent a subset of the categories shown in the category mix.

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Clicks Projection Table
$0.45 $0.52 $0.59 $0.65 $0.72 $0.78 $0.85
$25,002.71 55,562 48,082 42,377 38,466 34,726 32,055 29,415
$28,574.53 63,499 54,951 48,431 43,961 39,687 36,634 33,617
$32,146.34 71,436 61,820 54,485 49,456 44,648 41,213 37,819
$35,718.16 79,374 68,689 60,539 54,951 49,609 45,793 42,021
$39,289.98 87,311 75,558 66,593 60,446 54,569 50,372 46,224
$42,861.79 95,248 82,427 72,647 65,941 59,530 54,951 50,426
$46,433.61 103,186 89,295 78,701 71,436 64,491 59,530 54,628
Cost per click
Budget
Source: Figures/estimates are based on historical benchmark data for the last four closed quarters and do not guarantee future performance.
Projections are simplified and assume a linear relationship between variables, the projections do not reflect real auction dynamics.

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Recommended Budget for Clicks of 54,951
The projection is based on the last 12 months data
Budget Clicks
MonthlyBudget($)
Clicks
Source: Figures/estimates are based on historical benchmark data for the last four closed quarters and do not guarantee future performance.
Projections are simplified and assume a linear relationship between variables, the projections do not reflect real auction dynamics.

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Appendix

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Metric definitions
● Queries: Searches by users on Google Search (indexed to 100)
● Impressions: AdWords ads shown against search queries on Google Search (indexed to 100)
● Clicks: Clicks on AdWords ads shown against search queries on Google Search
(indexed to 100)
● CPC: Cost per Click (Cost ÷ Clicks) in USD
● Ad CTR: Click-through Rate (Clicks ÷ Impressions) in percent
● Ad Depth: No. of ads shown whenever a search showed ads (Impressions ÷ Queries with ads)

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Metric calculations
● Last Quarter: Most recent quarter whose earnings have been announced.
● All growth metrics are calculated by comparing metrics between 2 full quarter time periods.
Examples:
○ YoY compares Q416 to Q415 and QoQ Q416 to Q316.
○ YoY query growth = (No. of searches in entire Q416 - No. of searches in entire Q316) ÷ No.
of searches in entire Q316.
● Query mix: This indicates relative spread of searches by device. For Mobile, it’s No. of searches
on Mobile/No. of searches on all devices.

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Benchmark metric definitions
● Impressions: Average number of ad impressions in the benchmark group
● Clicks: Average number of ad clicks in the benchmark group
● Cost: Average advertiser cost (Google revenue) in the benchmark group
● CPC: Cost per Click (Cost ÷ Clicks) in USD
● CTR: Click-through Rate (Clicks ÷ Impressions) in percent
● Impression position: Impression-weighted position in which ads showed in the benchmark
group

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Projection metric definitions
Projections are simplified and do not reflect real auction dynamics. The estimates do not guarantee future performance.
● Budget: Suggested advertiser investment to achieve desired results based on benchmark data
● Clicks: Ad clicks that the advertiser could generate with the selected budget
● Conversions: Sales or leads that the advertiser could generate through AdWords with the
selected budget
● Revenue: Revenue that the advertiser can expect based on the selected budget. This is a
product of clicks, conversion rate and basket size.
● ROI(AS): Return on investment that the advertiser can expect based on the selected budget. This
is revenue divided by budget.
● Profit: The profit an advertiser makes after subtracting Google investment and cost of goods
sold. Based on the selected budget.

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