News, media & publications

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

News, Media &

Publications Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 12%, while Mobile queries grew

by 115% and Tablet searches grew by 43% YoY in the

same period

Queries grew by 50% in Q3 2015 in the

News, Media & Publications Category


News, Media & Publications:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. 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: 49.91%)

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

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: -10.46%)

Clicks (Q3 2015 Y/Y: 6.93%) Actual CPC (Q3 2015 Y/Y: 5.66%,

Avg:$0.09)



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 49.91% -10.46% 6.93% 19.42% 3.71% 5.66% $0.09 -2.28% 2.13

Desktop 11.98% -13.75% -5.67% 9.36% 2.90% 1.70% $0.11 5.74% 2.55

Mobile 115.31% -12.58% 19.95% 37.22% 5.63% 38.90% $0.08 -12.98% 1.61

Tablet 43.49% 14.38% 26.70% 10.78% 3.69% -15.30% $0.08 -2.08% 1.90

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

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

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -2.28%,

Avg:2.13)

Ad CTR(vQ3 2015 Y/Y: 19.42%,

Avg:3.71%)



All Devices Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

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

49.91%

Impressions Y/Y

-10.46%

Clicks Y/Y

6.93%

Ad CTR Y/Y

19.42%

(3.71%)

CPC Y/Y

5.66%

($0.09)



Desktop Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

0%

10%

20%

30%

40%

50%

60%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

11.98%

Impressions Y/Y

-13.75%

Clicks Y/Y

-5.67%

Ad CTR Y/Y

9.36%

(2.90%)

CPC Y/Y

1.70%

($0.11)



Mobile Auction metrics evolution



$0,00

$0,01

$0,02

$0,03

$0,04

$0,05

$0,06

$0,07

$0,08

$0,09

$0,10

0%

10%

20%

30%

40%

50%

60%

70%

80%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

115.31%

Impressions Y/Y

-12.58%

Clicks Y/Y

19.95%

Ad CTR Y/Y

37.22%

(5.63%)

CPC Y/Y

38.90%

($0.08)



Tablet Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

0%

10%

20%

30%

40%

50%

60%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

43.49%

Impressions Y/Y

14.38%

Clicks Y/Y

26.70%

Ad CTR Y/Y

10.78%

(3.69%)

CPC Y/Y

-15.30%

($0.08)


54% 40%

14%

13%

33%

47%

Q3 2014 Q3 2015

Desktop Tablet Mobile


Cross Platform Search Trends



60% of all Searches are now on Mobile

Devices

News, Media &

Publications:

% 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)

News, media & publications

Business

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