Hobbies & leisure

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Hobbies & Leisure Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 10%, while Mobile queries grew

by 141% and Tablet searches grew by 69% YoY in the

same period

Queries grew by 49% in Q3 2015 in the

Hobbies & Leisure Category


Hobbies & Leisure:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Hobbies & Leisure. 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: 49.25%)

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

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: 0.14%)

Clicks (Q3 2015 Y/Y: 27.02%) Actual CPC (Q3 2015 Y/Y: -13.48%,

Avg:$0.13)


Hobbies & Leisure:

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 49.25% 0.14% 27.02% 26.84% 4.23% -13.48% $0.13 -7.90% 2.39

Desktop 9.66% -14.96% 1.36% 19.20% 3.61% -9.21% $0.15 -5.77% 2.53

Mobile 140.51% 36.14% 84.10% 35.23% 5.94% -1.21% $0.09 -7.73% 2.08

Tablet 69.42% 21.40% 27.96% 5.40% 3.44% -14.36% $0.13 -7.76% 2.52

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

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: -7.90%,

Avg:2.39)

Ad CTR(vQ3 2015 Y/Y: 26.84%,

Avg:4.23%)


Hobbies & Leisure:

All Devices Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

$0,16

$0,18

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

49.25%

Impressions Y/Y

0.14%

Clicks Y/Y

27.02%

Ad CTR Y/Y

26.84%

(4.23%)

CPC Y/Y

-13.48%

($0.13)


Hobbies & Leisure:

Desktop Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

$0,16

$0,18

$0,20

0%

10%

20%

30%

40%

50%

60%

70%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

9.66%

Impressions Y/Y

-14.96%

Clicks Y/Y

1.36%

Ad CTR Y/Y

19.20%

(3.61%)

CPC Y/Y

-9.21%

($0.15)


Hobbies & Leisure:

Mobile Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

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

140.51%

Impressions Y/Y

36.14%

Clicks Y/Y

84.10%

Ad CTR Y/Y

35.23%

(5.94%)

CPC Y/Y

-1.21%

($0.09)


Hobbies & Leisure:

Tablet Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

0%

10%

20%

30%

40%

50%

60%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

69.42%

Impressions Y/Y

21.40%

Clicks Y/Y

27.96%

Ad CTR Y/Y

5.40%

(3.44%)

CPC Y/Y

-14.36%

($0.13)


63%

47%

12%

13%

25%

40%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Hobbies & Leisure:

Cross Platform Search Trends



53% of all Searches are now on Mobile

Devices

Hobbies &

Leisure:

% 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)

Hobbies & leisure

Business

Transcript of Hobbies & leisure