Queries for retailers and general merchandise grew 41% in Q3 2015 compared to the same period last year. Mobile queries grew 107% while desktop queries grew 10% and tablet searches grew 37%. Over half (55%) of all searches in this category are now on mobile devices. Ad clicks grew 35% and click-through rates increased 37% while the average cost per click declined 42% to $0.05.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Retailers & General
Merchandise
Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 10%, while Mobile queries grew
by 107% and Tablet searches grew by 37% YoY in the
same period
Queries grew by 41% in Q3 2015 in the
Retailers & General Merchandise
Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Retailers & General Merchandise:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. 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: 41.45%)
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
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
$0,14
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -1.80%)
Clicks (Q3 2015 Y/Y: 34.56%) Actual CPC (Q3 2015 Y/Y: -41.70%,
Avg:$0.05)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Retailers & General Merchandise:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. 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 41.45% -1.80% 34.56% 37.02% 17.32% -41.70% $0.05 -12.80% 1.66
Desktop 10.14% -14.36% 12.93% 31.87% 17.11% -40.01% $0.05 -9.80% 1.76
Mobile 106.75% 27.65% 105.78% 61.20% 17.93% -41.20% $0.04 -15.88% 1.50
Tablet 36.59% 5.06% 29.13% 22.91% 16.82% -36.75% $0.05 -12.12% 1.67
0,00%
5,00%
10,00%
15,00%
20,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
1
2
2
3
3
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -12.80%,
Avg:1.66)
Ad CTR(vQ3 2015 Y/Y: 37.02%,
Avg:17.32%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Retailers & General Merchandise:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
41.45%
Impressions Y/Y
-1.80%
Clicks Y/Y
34.56%
Ad CTR Y/Y
37.02%
(17.32%)
CPC Y/Y
-41.70%
($0.05)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Retailers & General Merchandise:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
10.14%
Impressions Y/Y
-14.36%
Clicks Y/Y
12.93%
Ad CTR Y/Y
31.87%
(17.11%)
CPC Y/Y
-40.01%
($0.05)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Retailers & General Merchandise:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
106.75%
Impressions Y/Y
27.65%
Clicks Y/Y
105.78%
Ad CTR Y/Y
61.20%
(17.93%)
CPC Y/Y
-41.20%
($0.04)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Retailers & General Merchandise:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. 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%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
36.59%
Impressions Y/Y
5.06%
Clicks Y/Y
29.13%
Ad CTR Y/Y
22.91%
(16.82%)
CPC Y/Y
-36.75%
($0.05)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
58%
45%
13%
13%
29%
42%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Retailers & General Merchandise:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Retailers & General Merchandise. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
55% of all
Searches are
now on Mobile
Devices
Retailers &
General
Merchandise:
% 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)