Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Internet & Telecom Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Desktop queries grew by 12%, while Mobile queries grew

by 61% and Tablet searches grew by 22% YoY in the

same period

Queries grew by 29% in Q3 2015 in the

Internet & Telecom Category

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Internet & Telecom:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. 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: 28.56%)

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: -3.92%)

Clicks (Q3 2015 Y/Y: 26.91%) Actual CPC (Q3 2015 Y/Y: -20.64%,

Avg:$0.09)

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Internet & Telecom:

Q3 2015 Auction metrics update

Source: Google internal search data, based on pre-categorised queries for the Internet & Telecom. 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 28.56% -3.92% 26.91% 32.08% 8.13% -20.64% $0.09 -9.44% 2.18

Desktop 12.32% -19.46% 2.23% 26.93% 7.16% -19.95% $0.11 -8.30% 2.35

Mobile 61.39% 22.96% 71.98% 39.86% 9.76% -6.66% $0.07 -6.99% 1.97

Tablet 22.04% 10.06% 16.37% 5.73% 7.24% -8.56% $0.10 -9.82% 2.25

0,00%

2,00%

4,00%

6,00%

8,00%

10,00%

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

2012 2013 2014 2015

0

1

1

2

2

3

3

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

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -9.44%,

Avg:2.18)

Ad CTR(vQ3 2015 Y/Y: 32.08%,

Avg:8.13%)

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Internet & Telecom:

All Devices Auction metrics evolution

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

Volume and Ad Depth are only available.

$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

$0,16

$0,18

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

28.56%

Impressions Y/Y

-3.92%

Clicks Y/Y

26.91%

Ad CTR Y/Y

32.08%

(8.13%)

CPC Y/Y

-20.64%

($0.09)

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Internet & Telecom:

Desktop Auction metrics evolution

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

Volume and Ad Depth are only available.

$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%

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

12.32%

Impressions Y/Y

-19.46%

Clicks Y/Y

2.23%

Ad CTR Y/Y

26.93%

(7.16%)

CPC Y/Y

-19.95%

($0.11)

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Internet & Telecom:

Mobile Auction metrics evolution

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

Volume and Ad Depth are only available.

$0,00

$0,01

$0,02

$0,03

$0,04

$0,05

$0,06

$0,07

$0,08

$0,09

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

61.39%

Impressions Y/Y

22.96%

Clicks Y/Y

71.98%

Ad CTR Y/Y

39.86%

(9.76%)

CPC Y/Y

-6.66%

($0.07)

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Internet & Telecom:

Tablet Auction metrics evolution

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

Volume and Ad Depth are only available.

$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

22.04%

Impressions Y/Y

10.06%

Clicks Y/Y

16.37%

Ad CTR Y/Y

5.73%

(7.24%)

CPC Y/Y

-8.56%

($0.10)

Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

58% 51%

11%

10%

31% 39%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Internet & Telecom:

Cross Platform Search Trends

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

Volume and Ad Depth are only available.

49% of all Searches are now on Mobile

Devices

Internet &

Telecom:

% 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)