Sports & fitness

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Sports & Fitness Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 6%, while Mobile queries grew

by 82% and Tablet searches grew by 29% YoY in the

same period

Queries grew by 33% in Q3 2015 in the

Sports & Fitness Category


Sports & Fitness:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Sports & Fitness. 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: 33.16%)

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

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: -4.54%)

Clicks (Q3 2015 Y/Y: 27.81%) Actual CPC (Q3 2015 Y/Y: -32.73%,

Avg:$0.13)


Sports & Fitness:

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 33.16% -4.54% 27.81% 33.89% 4.32% -32.73% $0.13 -2.46% 2.63

Desktop 5.73% -16.54% 3.81% 24.38% 3.50% -31.79% $0.15 -1.73% 2.89

Mobile 82.21% 21.99% 72.21% 41.17% 5.95% -20.30% $0.10 2.78% 2.23

Tablet 29.21% 5.84% 26.04% 19.09% 4.12% -36.96% $0.13 -3.02% 2.69

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: -2.46%,

Avg:2.63)

Ad CTR(vQ3 2015 Y/Y: 33.89%,

Avg:4.32%)


Sports & Fitness:

All Devices Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

0%

10%

20%

30%

40%

50%

60%

70%

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

33.16%

Impressions Y/Y

-4.54%

Clicks Y/Y

27.81%

Ad CTR Y/Y

33.89%

(4.32%)

CPC Y/Y

-32.73%

($0.13)


Sports & Fitness:

Desktop Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

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

5.73%

Impressions Y/Y

-16.54%

Clicks Y/Y

3.81%

Ad CTR Y/Y

24.38%

(3.50%)

CPC Y/Y

-31.79%

($0.15)


Sports & Fitness:

Mobile Auction metrics evolution



$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

$0,16

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

82.21%

Impressions Y/Y

21.99%

Clicks Y/Y

72.21%

Ad CTR Y/Y

41.17%

(5.95%)

CPC Y/Y

-20.30%

($0.10)


Sports & Fitness:

Tablet Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

0%

10%

20%

30%

40%

50%

60%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

29.21%

Impressions Y/Y

5.84%

Clicks Y/Y

26.04%

Ad CTR Y/Y

19.09%

(4.12%)

CPC Y/Y

-36.96%

($0.13)


55% 44%

13%

13%

32% 44%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Sports & Fitness:

Cross Platform Search Trends



56% of all Searches are now on Mobile

Devices

Sports &

Fitness:

% 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)

Sports & fitness

Business

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