Google

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 13%, while Mobile queries grew
by 115% and Tablet searches grew by 43% YoY in the
same period
Queries grew by 39% in Q3 2015 in the
Business & Industrial Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Business & Industrial:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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: 39.04%)
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: 2.16%)
Clicks (Q3 2015 Y/Y: 31.65%) Actual CPC (Q3 2015 Y/Y: -39.25%,
Avg:$0.25)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Business & Industrial:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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 39.04% 2.16% 31.65% 28.87% 3.35% -39.25% $0.25 -8.46% 3.43
Desktop 12.93% -10.67% 1.86% 14.02% 2.73% -34.56% $0.28 -5.20% 3.79
Mobile 114.53% 63.28% 135.99% 44.53% 4.93% -38.01% $0.19 -1.12% 2.75
Tablet 43.28% 9.14% 37.75% 26.21% 3.68% -40.48% $0.25 -14.76% 3.32
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
2
3
4
5
6
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -8.46%,
Avg:3.43)
Ad CTR(vQ3 2015 Y/Y: 28.87%,
Avg:3.35%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Business & Industrial:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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
39.04%
Impressions Y/Y
2.16%
Clicks Y/Y
31.65%
Ad CTR Y/Y
28.87%
(3.35%)
CPC Y/Y
-39.25%
($0.25)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Business & Industrial:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
12.93%
Impressions Y/Y
-10.67%
Clicks Y/Y
1.86%
Ad CTR Y/Y
14.02%
(2.73%)
CPC Y/Y
-34.56%
($0.28)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Business & Industrial:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
114.53%
Impressions Y/Y
63.28%
Clicks Y/Y
135.99%
Ad CTR Y/Y
44.53%
(4.93%)
CPC Y/Y
-38.01%
($0.19)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Business & Industrial:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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
43.28%
Impressions Y/Y
9.14%
Clicks Y/Y
37.75%
Ad CTR Y/Y
26.21%
(3.68%)
CPC Y/Y
-40.48%
($0.25)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
67%
55%
10%
11%
23%
35%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Business & Industrial:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
45% of all
Searches are
now on Mobile
Devices
Business &
Industrial:
% 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)