Real estate

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Real Estate Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 9%, while Mobile queries grew

by 109% and Tablet searches grew by 29% YoY in the

same period

Queries grew by 38% in Q3 2015 in the

Real Estate Category


Real Estate:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Real Estate. 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: 38.48%)

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

$0,60

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: 2.10%)

Clicks (Q3 2015 Y/Y: 30.58%) Actual CPC (Q3 2015 Y/Y: -36.19%,

Avg:$0.35)


Real Estate:

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 38.48% 2.10% 30.58% 27.90% 4.35% -36.19% $0.35 -12.14% 4.01

Desktop 9.32% -12.42% -4.20% 9.38% 3.57% -29.33% $0.42 -5.07% 4.85

Mobile 109.32% 62.35% 132.55% 43.24% 5.85% -32.27% $0.25 -4.42% 3.17

Tablet 28.99% -9.37% 22.23% 34.87% 4.27% -35.97% $0.41 -22.20% 3.60

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

6

7

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

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -12.14%,

Avg:4.01)

Ad CTR(vQ3 2015 Y/Y: 27.90%,

Avg:4.35%)


Real Estate:

All Devices Auction metrics evolution



$0,00

$0,10

$0,20

$0,30

$0,40

$0,50

$0,60

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

38.48%

Impressions Y/Y

2.10%

Clicks Y/Y

30.58%

Ad CTR Y/Y

27.90%

(4.35%)

CPC Y/Y

-36.19%

($0.35)


Real Estate:

Desktop Auction metrics evolution



$0,00

$0,10

$0,20

$0,30

$0,40

$0,50

$0,60

$0,70

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

9.32%

Impressions Y/Y

-12.42%

Clicks Y/Y

-4.20%

Ad CTR Y/Y

9.38%

(3.57%)

CPC Y/Y

-29.33%

($0.42)


Real Estate:

Mobile Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

$0,45

0%

5%

10%

15%

20%

25%

30%

35%

40%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

109.32%

Impressions Y/Y

62.35%

Clicks Y/Y

132.55%

Ad CTR Y/Y

43.24%

(5.85%)

CPC Y/Y

-32.27%

($0.25)


Real Estate:

Tablet Auction metrics evolution



$0,00

$0,10

$0,20

$0,30

$0,40

$0,50

$0,60

$0,70

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 Y/Y

28.99%

Impressions Y/Y

-9.37%

Clicks Y/Y

22.23%

Ad CTR Y/Y

34.87%

(4.27%)

CPC Y/Y

-35.97%

($0.41)


59% 47%

14%

13%

26% 40%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Real Estate:

Cross Platform Search Trends



53% of all Searches are now on Mobile

Devices

Real Estate:

% 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)

Real estate

Business

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