Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Beauty & Personal Care Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Desktop queries grew by 7%, while Mobile queries grew

by 112% and Tablet searches grew by 36% YoY in the

same period

Queries grew by 49% in Q3 2015 in the

Beauty & Personal Care Category

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Beauty & Personal Care:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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: 49.48%)

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

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: 12.51%)

Clicks (Q3 2015 Y/Y: 53.33%) Actual CPC (Q3 2015 Y/Y: -40.87%,

Avg:$0.16)

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Beauty & Personal Care:

Q3 2015 Auction metrics update

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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 49.48% 12.51% 53.33% 36.29% 4.15% -40.87% $0.16 -6.93% 3.00

Desktop 7.32% -7.61% 12.13% 21.37% 3.62% -37.68% $0.17 -1.64% 3.58

Mobile 112.08% 53.65% 149.83% 62.60% 4.98% -41.89% $0.14 -3.97% 2.49

Tablet 36.08% 10.80% 24.71% 12.55% 3.67% -39.13% $0.17 -7.03% 3.05

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

0

1

2

3

4

5

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -6.93%,

Avg:3.00)

Ad CTR(vQ3 2015 Y/Y: 36.29%,

Avg:4.15%)

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Beauty & Personal Care:

All Devices Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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

49.48%

Impressions Y/Y

12.51%

Clicks Y/Y

53.33%

Ad CTR Y/Y

36.29%

(4.15%)

CPC Y/Y

-40.87%

($0.16)

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Beauty & Personal Care:

Desktop Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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%

10%

20%

30%

40%

50%

60%

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

7.32%

Impressions Y/Y

-7.61%

Clicks Y/Y

12.13%

Ad CTR Y/Y

21.37%

(3.62%)

CPC Y/Y

-37.68%

($0.17)

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Beauty & Personal Care:

Mobile Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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

112.08%

Impressions Y/Y

53.65%

Clicks Y/Y

149.83%

Ad CTR Y/Y

62.60%

(4.98%)

CPC Y/Y

-41.89%

($0.14)

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Beauty & Personal Care:

Tablet Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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

36.08%

Impressions Y/Y

10.80%

Clicks Y/Y

24.71%

Ad CTR Y/Y

12.55%

(3.67%)

CPC Y/Y

-39.13%

($0.17)

Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

50%

36%

14%

13%

36%

52%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Beauty & Personal Care:

Cross Platform Search Trends

Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. Note: In-quarter metrics for

Query Volume and Ad Depth are only available.

64% of all Searches are now on Mobile

Devices

Beauty &

Personal Care:

% 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)