1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Health
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 105% and Tablet searches grew by 38% YoY in the
same period
Queries grew by 51% in Q3 2015 in the
Health Category
3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Health:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Health. 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: 50.87%)
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: -10.12%)
Clicks (Q3 2015 Y/Y: 21.36%) Actual CPC (Q3 2015 Y/Y: -33.80%,
Avg:$0.26)
4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Health:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Health. 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 50.87% -10.12% 21.36% 35.01% 3.07% -33.80% $0.26 -11.06% 2.31
Desktop 11.46% -24.50% -12.10% 16.42% 2.46% -30.13% $0.29 -8.25% 2.67
Mobile 104.64% 17.56% 79.44% 52.64% 4.11% -28.61% $0.22 -7.47% 1.94
Tablet 38.31% -3.58% 17.20% 21.56% 2.55% -39.55% $0.28 -11.29% 2.31
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
1
2
2
3
3
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -11.06%,
Avg:2.31)
Ad CTR(vQ3 2015 Y/Y: 35.01%,
Avg:3.07%)
5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Health:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Health. 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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
50.87%
Impressions Y/Y
-10.12%
Clicks Y/Y
21.36%
Ad CTR Y/Y
35.01%
(3.07%)
CPC Y/Y
-33.80%
($0.26)
6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Health:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Health. 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
11.46%
Impressions Y/Y
-24.50%
Clicks Y/Y
-12.10%
Ad CTR Y/Y
16.42%
(2.46%)
CPC Y/Y
-30.13%
($0.29)
7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Health:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Health. 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%
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
104.64%
Impressions Y/Y
17.56%
Clicks Y/Y
79.44%
Ad CTR Y/Y
52.64%
(4.11%)
CPC Y/Y
-28.61%
($0.22)
8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Health:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Health. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
38.31%
Impressions Y/Y
-3.58%
Clicks Y/Y
17.20%
Ad CTR Y/Y
21.56%
(2.55%)
CPC Y/Y
-39.55%
($0.28)
9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
48%
36%
13%
12%
39%
52%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Health:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Health. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
64% of all
Searches are
now on Mobile
Devices
Health:
% of Queries
by Device
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)
