Occasions & gifts

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Occasions & Gifts Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 11%, while Mobile queries grew

by 126% and Tablet searches grew by 48% YoY in the

same period

Queries grew by 55% in Q3 2015 in the

Occasions & Gifts Category


Occasions & Gifts:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Occasions & Gifts. 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: 54.90%)

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

$0,35

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: -10.78%)

Clicks (Q3 2015 Y/Y: 16.88%) Actual CPC (Q3 2015 Y/Y: -23.79%,

Avg:$0.21)


Occasions & Gifts:

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 54.90% -10.78% 16.88% 31.00% 4.14% -23.79% $0.21 -7.78% 2.49

Desktop 11.00% -20.82% -9.56% 14.22% 3.12% -20.93% $0.26 -3.46% 2.85

Mobile 125.78% 9.30% 55.09% 41.89% 6.08% -3.21% $0.16 -7.78% 2.05

Tablet 48.17% -3.03% 20.94% 24.71% 3.59% -37.85% $0.21 -10.57% 2.50

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

2

3

4

5

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

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -7.78%,

Avg:2.49)

Ad CTR(vQ3 2015 Y/Y: 31.00%,

Avg:4.14%)


Occasions & Gifts:

All Devices Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

0%

20%

40%

60%

80%

100%

120%

140%

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

54.90%

Impressions Y/Y

-10.78%

Clicks Y/Y

16.88%

Ad CTR Y/Y

31.00%

(4.14%)

CPC Y/Y

-23.79%

($0.21)


Occasions & Gifts:

Desktop Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

0%

20%

40%

60%

80%

100%

120%

140%

160%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

11.00%

Impressions Y/Y

-20.82%

Clicks Y/Y

-9.56%

Ad CTR Y/Y

14.22%

(3.12%)

CPC Y/Y

-20.93%

($0.26)


Occasions & Gifts:

Mobile Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

125.78%

Impressions Y/Y

9.30%

Clicks Y/Y

55.09%

Ad CTR Y/Y

41.89%

(6.08%)

CPC Y/Y

-3.21%

($0.16)


Occasions & Gifts:

Tablet Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

$0,45

0%

20%

40%

60%

80%

100%

120%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

48.17%

Impressions Y/Y

-3.03%

Clicks Y/Y

20.94%

Ad CTR Y/Y

24.71%

(3.59%)

CPC Y/Y

-37.85%

($0.21)


54%

39%

12%

11%

35%

50%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Occasions & Gifts:

Cross Platform Search Trends



61% of all Searches are now on Mobile

Devices

Occasions &

Gifts:

% 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)

Occasions & gifts

Business

Transcript of Occasions & gifts