Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Dining & Nightlife Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Desktop queries grew by 13%, while Mobile queries grew

by 124% and Tablet searches grew by 66% YoY in the

same period

Queries grew by 62% in Q3 2015 in the

Dining & Nightlife Category

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Dining & Nightlife:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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: 61.52%)

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: 5.08%)

Clicks (Q3 2015 Y/Y: 34.13%) Actual CPC (Q3 2015 Y/Y: -25.85%,

Avg:$0.30)

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Dining & Nightlife:

Q3 2015 Auction metrics update

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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 61.52% 5.08% 34.13% 27.64% 6.14% -25.85% $0.30 -9.80% 2.26

Desktop 12.61% -11.62% 7.92% 22.11% 5.87% -25.82% $0.33 -7.72% 2.52

Mobile 124.17% 36.40% 86.80% 36.95% 6.61% -20.63% $0.26 -7.47% 2.03

Tablet 65.75% -3.56% 11.28% 15.39% 5.51% -18.99% $0.35 -9.98% 2.30

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

7,00%

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

2012 2013 2014 2015

0

1

1

2

2

3

3

4

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

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -9.80%,

Avg:2.26)

Ad CTR(vQ3 2015 Y/Y: 27.64%,

Avg:6.14%)

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Dining & Nightlife:

All Devices Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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

$0,40

$0,45

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

61.52%

Impressions Y/Y

5.08%

Clicks Y/Y

34.13%

Ad CTR Y/Y

27.64%

(6.14%)

CPC Y/Y

-25.85%

($0.30)

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Dining & Nightlife:

Desktop Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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

$0,40

$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 Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

12.61%

Impressions Y/Y

-11.62%

Clicks Y/Y

7.92%

Ad CTR Y/Y

22.11%

(5.87%)

CPC Y/Y

-25.82%

($0.33)

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Dining & Nightlife:

Mobile Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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

124.17%

Impressions Y/Y

36.40%

Clicks Y/Y

86.80%

Ad CTR Y/Y

36.95%

(6.61%)

CPC Y/Y

-20.63%

($0.26)

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Dining & Nightlife:

Tablet Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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

$0,40

$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 Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

65.75%

Impressions Y/Y

-3.56%

Clicks Y/Y

11.28%

Ad CTR Y/Y

15.39%

(5.51%)

CPC Y/Y

-18.99%

($0.35)

Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

50%

35%

12%

13%

38%

53%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Dining & Nightlife:

Cross Platform Search Trends

Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

65% of all Searches are now on Mobile

Devices

Dining &

Nightlife:

% 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)