Food & groceries

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Food & Groceries Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 18%, while Mobile queries grew

by 126% and Tablet searches grew by 52% YoY in the

same period

Queries grew by 60% in Q3 2015 in the

Food & Groceries Category


Food & Groceries:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Food & Groceries. 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: 59.65%)

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: -2.97%)

Clicks (Q3 2015 Y/Y: 29.46%) Actual CPC (Q3 2015 Y/Y: -32.07%,

Avg:$0.16)


Food & Groceries:

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 59.65% -2.97% 29.46% 33.43% 3.46% -32.07% $0.16 -9.48% 2.41

Desktop 18.18% -15.21% -1.07% 16.67% 2.77% -25.68% $0.19 -5.57% 2.72

Mobile 126.28% 26.82% 98.87% 56.81% 5.02% -29.69% $0.12 -8.12% 1.99

Tablet 51.78% 8.76% 25.75% 15.63% 3.06% -37.21% $0.16 -12.62% 2.31

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

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: -9.48%,

Avg:2.41)

Ad CTR(vQ3 2015 Y/Y: 33.43%,

Avg:3.46%)


Food & Groceries:

All Devices Auction metrics evolution



$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

59.65%

Impressions Y/Y

-2.97%

Clicks Y/Y

29.46%

Ad CTR Y/Y

33.43%

(3.46%)

CPC Y/Y

-32.07%

($0.16)


Food & Groceries:

Desktop Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

18.18%

Impressions Y/Y

-15.21%

Clicks Y/Y

-1.07%

Ad CTR Y/Y

16.67%

(2.77%)

CPC Y/Y

-25.68%

($0.19)


Food & Groceries:

Mobile Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

0%

5%

10%

15%

20%

25%

30%

35%

40%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

126.28%

Impressions Y/Y

26.82%

Clicks Y/Y

98.87%

Ad CTR Y/Y

56.81%

(5.02%)

CPC Y/Y

-29.69%

($0.12)


Food & Groceries:

Tablet 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

51.78%

Impressions Y/Y

8.76%

Clicks Y/Y

25.75%

Ad CTR Y/Y

15.63%

(3.06%)

CPC Y/Y

-37.21%

($0.16)


53% 39%

13%

12%

34%

49%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Food & Groceries:

Cross Platform Search Trends



61% of all Searches are now on Mobile

Devices

Food &

Groceries:

% 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)

Food & groceries

Business

Transcript of Food & groceries