Business & industrial

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Business & Industrial Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 13%, while Mobile queries grew

by 115% and Tablet searches grew by 43% YoY in the

same period

Queries grew by 39% in Q3 2015 in the

Business & Industrial Category


Business & Industrial:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Business & Industrial. 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: 39.04%)

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

$0,10

$0,20

$0,30

$0,40

$0,50

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: 2.16%)

Clicks (Q3 2015 Y/Y: 31.65%) Actual CPC (Q3 2015 Y/Y: -39.25%,

Avg:$0.25)



Q3 2015 Auction metrics update



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 39.04% 2.16% 31.65% 28.87% 3.35% -39.25% $0.25 -8.46% 3.43

Desktop 12.93% -10.67% 1.86% 14.02% 2.73% -34.56% $0.28 -5.20% 3.79

Mobile 114.53% 63.28% 135.99% 44.53% 4.93% -38.01% $0.19 -1.12% 2.75

Tablet 43.28% 9.14% 37.75% 26.21% 3.68% -40.48% $0.25 -14.76% 3.32

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

4,00%

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

2012 2013 2014 2015

0

1

2

3

4

5

6

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

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -8.46%,

Avg:3.43)

Ad CTR(vQ3 2015 Y/Y: 28.87%,

Avg:3.35%)



All Devices Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

$0,45

$0,50

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

39.04%

Impressions Y/Y

2.16%

Clicks Y/Y

31.65%

Ad CTR Y/Y

28.87%

(3.35%)

CPC Y/Y

-39.25%

($0.25)



Desktop Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

$0,45

$0,50

0%

10%

20%

30%

40%

50%

60%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

12.93%

Impressions Y/Y

-10.67%

Clicks Y/Y

1.86%

Ad CTR Y/Y

14.02%

(2.73%)

CPC Y/Y

-34.56%

($0.28)



Mobile Auction metrics evolution



$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 Y/Y

114.53%

Impressions Y/Y

63.28%

Clicks Y/Y

135.99%

Ad CTR Y/Y

44.53%

(4.93%)

CPC Y/Y

-38.01%

($0.19)



Tablet Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

$0,45

$0,50

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 Y/Y

43.28%

Impressions Y/Y

9.14%

Clicks Y/Y

37.75%

Ad CTR Y/Y

26.21%

(3.68%)

CPC Y/Y

-40.48%

($0.25)


67% 55%

10%

11%

23% 35%

Q3 2014 Q3 2015

Desktop Tablet Mobile


Cross Platform Search Trends



45% of all Searches are now on Mobile

Devices

Business &

Industrial:

% of Queries

by Device


Thank You!


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)

Business & industrial

Business

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