Шопинг в России (q4 2012 года)
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Transcript of Шопинг в России (q4 2012 года)
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Russia
Sub Vertical: Shopping
Q4 Metrics and Seasonality
24th January 2013
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Metrics Summary
Overall Search = All Search Properties, including Mobile,
Mobile = Queries made on mobile devices with full browsers and tablets
% Queries on Mobile = # of Mobile Queries/ All Queries Including Mobile
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
CT
R
Qu
ery
/Cli
ck
s/Im
pre
ss
ion
s/A
d D
ep
th/C
PC
In
de
x
Overall Search: Metric Summaries
Queries Impressions Clicks Ad Depth CPC Ad CTR
$0.00
$0.02
$0.04
$0.06
$0.08
$0.10
$0.12
$0.14
$0.16
$0.18
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Mo
bil
e C
PC
% o
f Q
ue
rie
s o
n M
ob
ile
Mobile Search Metrics
% of Queries on Mobile Mobile CPC
Overall Mobile
Queries +17.9% +168.5%
Impressions +18.2% +363.9%
Clicks +28.9% +335.7%
Ad CTR +17.4% +3.0%
CPC +45.7% +35.1%
Ad Depth +0.3% +29.0%
Q4 2012 YoY
Overall Mobile
Ad CTR 3.83% 4.13%
CPC $0.21 $0.15
Ad Depth 5.26 4.28
Q4 2012 YoY
On average, 16% of search queries in
Q4 2012 were made on Mobile Devices
and clicks on Mobile cost 27% less
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
Queries, Impressions, Clicks and CTR
Source: Google Internal Data across all search properties including Desktop and Mobile
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
Qu
eri
es I
nd
ex
Queries: +17.9% YoY (Q4 2012)
2012 2011 2010
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Imp
ressio
ns I
nd
ex
Impressions: +18.2% YoY (Q4 2012)
2012 2011 2010
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
ClicksIn
dex
Clicks: +28.9% YoY (Q4 2012)
2012 2011 2010
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
CT
R
CTR: +17.4% YoY, Average Q4 2012 CTR 3.83%
2012 2011 2010
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
Ad Depth, CPC and Summary
Source: Google Internal Data across all search properties including Desktop and Mobile
• The top 20,000 search queries related to this market have been aggregated and the seasonality curves associated with those queries
have been illustrated above.
• The first week of data available is the 1st of January 2010. All indices are calculated using this as the base week.
• The YoY metrics included are for Q4 of 2012
• Below is a glossary of the metrics analysed:
Queries: The number of searches on Google
Impressions: Number of Ads served cumulatively
Clicks: Number of Ads clicked cumulatively
Ad Depth: Number of Ads shown per query
CPC: Average Cost per Ad Clicked
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Ad
Dep
th
Ad Depth: +0.3% YoY, Average Q4 2012 Ad Depth 5.26
2012 2011 2010
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
CP
C
CPC: +45.7% YoY, Average Q4 2012 CPC $0.21
2012 2011 2010