Post on 14-Apr-2017
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Arts & Entertainment Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Desktop queries grew by 14%, while Mobile queries grew
by 109% and Tablet searches grew by 49% YoY in the
same period
Queries grew by 45% in Q3 2015 in the
Arts & Entertainment Category
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
Arts & Entertainment:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
1 2 3 4 5 6 7 8 9 10 11 12Months
2012 2013 2014 2015
Queries (Q3 2015 Y/Y: 45.45%)
1 2 3 4 5 6 7 8 9 10 11 12Months
2012 2013 2014 2015
1 2 3 4 5 6 7 8 9 10 11 12Months
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 12Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -25.11%)
Clicks (Q3 2015 Y/Y: -5.86%) Actual CPC (Q3 2015 Y/Y: 70.41%,
Avg:$0.10)
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
Arts & Entertainment:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. 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 45.45% -25.11% -5.86% 25.70% 5.32% 70.41% $0.10 -18.24% 1.58
Desktop 13.64% -33.92% -28.94% 7.53% 4.33% 69.64% $0.11 -14.61% 1.72
Mobile 109.14% -8.87% 39.23% 52.79% 7.26% 105.14% $0.10 -22.89% 1.40
Tablet 49.09% -13.95% -2.55% 13.24% 4.68% 41.97% $0.10 -14.47% 1.54
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 12Months
2012 2013 2014 2015
0
1
1
2
2
3
3
1 2 3 4 5 6 7 8 9 10 11 12Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -18.24%,
Avg:1.58)
Ad CTR(vQ3 2015 Y/Y: 25.70%,
Avg:5.32%)
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Arts & Entertainment:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. 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%
70%
80%
90%
Qu
eri
es,
Imp
ressio
ns,
Clicks a
nd
Ad
CT
R In
dex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
45.45%
Impressions Y/Y
-25.11%
Clicks Y/Y
-5.86%
Ad CTR Y/Y
25.70%
(5.32%)
CPC Y/Y
70.41%
($0.10)
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
Arts & Entertainment:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. 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%
20%
40%
60%
80%
100%
120%
Qu
eri
es,
Imp
ressio
ns,
Clicks a
nd
Ad
CT
R In
dex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
13.64%
Impressions Y/Y
-33.92%
Clicks Y/Y
-28.94%
Ad CTR Y/Y
7.53%
(4.33%)
CPC Y/Y
69.64%
($0.11)
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
Arts & Entertainment:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. 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%
80%
Qu
eri
es,
Imp
ressio
ns,
Clicks a
nd
Ad
CT
R In
dex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
109.14%
Impressions Y/Y
-8.87%
Clicks Y/Y
39.23%
Ad CTR Y/Y
52.79%
(7.26%)
CPC Y/Y
105.14%
($0.10)
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
Arts & Entertainment:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. 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%
80%
Qu
eri
es,
Imp
ressio
ns,
Clicks a
nd
Ad
CT
R In
dex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
49.09%
Impressions Y/Y
-13.95%
Clicks Y/Y
-2.55%
Ad CTR Y/Y
13.24%
(4.68%)
CPC Y/Y
41.97%
($0.10)
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
58% 45%
14%
15%
28% 40%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Arts & Entertainment:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
55% of all Searches are now on Mobile
Devices
Arts &
Entertainment:
% of Queries
by Device
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
Thank You!
Google Confidential and Proprietary 11 Google 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)