Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Health Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Desktop queries grew by 11%, while Mobile queries grew

by 105% and Tablet searches grew by 38% YoY in the

same period

Queries grew by 51% in Q3 2015 in the

Health Category

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Health:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Health. 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: 50.87%)

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: -10.12%)

Clicks (Q3 2015 Y/Y: 21.36%) Actual CPC (Q3 2015 Y/Y: -33.80%,

Avg:$0.26)

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Health:

Q3 2015 Auction metrics update

Source: Google internal search data, based on pre-categorised queries for the Health. 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 50.87% -10.12% 21.36% 35.01% 3.07% -33.80% $0.26 -11.06% 2.31

Desktop 11.46% -24.50% -12.10% 16.42% 2.46% -30.13% $0.29 -8.25% 2.67

Mobile 104.64% 17.56% 79.44% 52.64% 4.11% -28.61% $0.22 -7.47% 1.94

Tablet 38.31% -3.58% 17.20% 21.56% 2.55% -39.55% $0.28 -11.29% 2.31

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

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: -11.06%,

Avg:2.31)

Ad CTR(vQ3 2015 Y/Y: 35.01%,

Avg:3.07%)

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Health:

All Devices Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Health. 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%

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

50.87%

Impressions Y/Y

-10.12%

Clicks Y/Y

21.36%

Ad CTR Y/Y

35.01%

(3.07%)

CPC Y/Y

-33.80%

($0.26)

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Health:

Desktop Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Health. 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%

10%

20%

30%

40%

50%

60%

70%

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

11.46%

Impressions Y/Y

-24.50%

Clicks Y/Y

-12.10%

Ad CTR Y/Y

16.42%

(2.46%)

CPC Y/Y

-30.13%

($0.29)

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Health:

Mobile Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Health. 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%

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 Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

104.64%

Impressions Y/Y

17.56%

Clicks Y/Y

79.44%

Ad CTR Y/Y

52.64%

(4.11%)

CPC Y/Y

-28.61%

($0.22)

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Health:

Tablet Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Health. Note: In-quarter metrics for Query Volume and Ad

Depth are only available.

$0,00

$0,10

$0,20

$0,30

$0,40

$0,50

$0,60

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

38.31%

Impressions Y/Y

-3.58%

Clicks Y/Y

17.20%

Ad CTR Y/Y

21.56%

(2.55%)

CPC Y/Y

-39.55%

($0.28)

Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

48% 36%

13%

12%

39% 52%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Health:

Cross Platform Search Trends

Source: Google internal search data, based on pre-categorised queries for the Health. Note: In-quarter metrics for Query Volume and Ad

Depth are only available.

64% of all Searches are now on Mobile

Devices

Health:

% of Queries

by Device

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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)