Google

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

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 12%, while Mobile queries grew
by 61% and Tablet searches grew by 22% YoY in the
same period
Queries grew by 29% in Q3 2015 in the
Internet & Telecom Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Internet & Telecom:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. 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: 28.56%)
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
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -3.92%)
Clicks (Q3 2015 Y/Y: 26.91%) Actual CPC (Q3 2015 Y/Y: -20.64%,
Avg:$0.09)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Internet & Telecom:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. 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 28.56% -3.92% 26.91% 32.08% 8.13% -20.64% $0.09 -9.44% 2.18
Desktop 12.32% -19.46% 2.23% 26.93% 7.16% -19.95% $0.11 -8.30% 2.35
Mobile 61.39% 22.96% 71.98% 39.86% 9.76% -6.66% $0.07 -6.99% 1.97
Tablet 22.04% 10.06% 16.37% 5.73% 7.24% -8.56% $0.10 -9.82% 2.25
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
1
2
2
3
3
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -9.44%,
Avg:2.18)
Ad CTR(vQ3 2015 Y/Y: 32.08%,
Avg:8.13%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Internet & Telecom:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
$0,14
$0,16
$0,18
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
28.56%
Impressions Y/Y
-3.92%
Clicks Y/Y
26.91%
Ad CTR Y/Y
32.08%
(8.13%)
CPC Y/Y
-20.64%
($0.09)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Internet & Telecom:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
$0,14
$0,16
$0,18
$0,20
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
12.32%
Impressions Y/Y
-19.46%
Clicks Y/Y
2.23%
Ad CTR Y/Y
26.93%
(7.16%)
CPC Y/Y
-19.95%
($0.11)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Internet & Telecom:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,01
$0,02
$0,03
$0,04
$0,05
$0,06
$0,07
$0,08
$0,09
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
61.39%
Impressions Y/Y
22.96%
Clicks Y/Y
71.98%
Ad CTR Y/Y
39.86%
(9.76%)
CPC Y/Y
-6.66%
($0.07)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Internet & Telecom:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
$0,00
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
$0,14
$0,16
$0,18
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
22.04%
Impressions Y/Y
10.06%
Clicks Y/Y
16.37%
Ad CTR Y/Y
5.73%
(7.24%)
CPC Y/Y
-8.56%
($0.10)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
58%
51%
11%
10%
31%
39%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Internet & Telecom:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
49% of all
Searches are
now on Mobile
Devices
Internet &
Telecom:
% 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)