The document summarizes quarterly search trends in Russia for the finance category on Google from Q3 2015. It shows that queries grew 54.8% year-over-year in Q3 2015. Mobile queries grew the most at 135.1% while desktop grew 25.6%. It also shows ad metrics like impressions fell 5.2% while clicks rose 29.1% and average cost per click fell 49.6%. Mobile devices now account for 46% of all searches in the finance category.

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 26%, while Mobile queries grew
by 135% and Tablet searches grew by 53% YoY in the
same period
Queries grew by 55% in Q3 2015 in the
Finance Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Finance:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Finance. 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: 54.83%)
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
$0,60
$0,70
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -5.21%)
Clicks (Q3 2015 Y/Y: 29.05%) Actual CPC (Q3 2015 Y/Y: -49.55%,
Avg:$0.29)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Finance:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Finance. 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 54.83% -5.21% 29.05% 36.15% 4.88% -49.55% $0.29 -16.13% 2.84
Desktop 25.58% -16.77% -4.05% 15.28% 3.81% -41.21% $0.38 -12.20% 3.22
Mobile 135.07% 33.77% 111.14% 57.84% 7.17% -52.43% $0.19 -12.28% 2.32
Tablet 52.88% -3.50% 31.60% 36.37% 4.92% -50.13% $0.33 -24.53% 2.59
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
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: -16.13%,
Avg:2.84)
Ad CTR(vQ3 2015 Y/Y: 36.15%,
Avg:4.88%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Finance:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Finance. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,10
$0,20
$0,30
$0,40
$0,50
$0,60
$0,70
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
54.83%
Impressions Y/Y
-5.21%
Clicks Y/Y
29.05%
Ad CTR Y/Y
36.15%
(4.88%)
CPC Y/Y
-49.55%
($0.29)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Finance:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Finance. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,10
$0,20
$0,30
$0,40
$0,50
$0,60
$0,70
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
25.58%
Impressions Y/Y
-16.77%
Clicks Y/Y
-4.05%
Ad CTR Y/Y
15.28%
(3.81%)
CPC Y/Y
-41.21%
($0.38)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Finance:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Finance. 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
135.07%
Impressions Y/Y
33.77%
Clicks Y/Y
111.14%
Ad CTR Y/Y
57.84%
(7.17%)
CPC Y/Y
-52.43%
($0.19)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Finance:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Finance. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
$0,00
$0,10
$0,20
$0,30
$0,40
$0,50
$0,60
$0,70
$0,80
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
52.88%
Impressions Y/Y
-3.50%
Clicks Y/Y
31.60%
Ad CTR Y/Y
36.37%
(4.92%)
CPC Y/Y
-50.13%
($0.33)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
66%
54%
9%
9%
24%
37%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Finance:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Finance. Note: In-quarter metrics for Query Volume and
Ad Depth are only available.
46% of all
Searches are
now on Mobile
Devices
Finance:
% 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)