Travel & tourism

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Travel & Tourism Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 3%, while Mobile queries grew

by 100% and Tablet searches grew by 25% YoY in the

same period

Queries grew by 35% in Q3 2015 in the

Travel & Tourism Category


Travel & Tourism:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. 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: 35.41%)

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

$0,40

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

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: -4.36%)

Clicks (Q3 2015 Y/Y: 23.60%) Actual CPC (Q3 2015 Y/Y: -28.37%,

Avg:$0.23)


Travel & Tourism:

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 35.41% -4.36% 23.60% 29.23% 6.51% -28.37% $0.23 -10.28% 2.81

Desktop 3.23% -16.64% -1.86% 17.73% 5.81% -25.94% $0.27 -5.10% 3.24

Mobile 99.52% 36.22% 103.86% 49.65% 8.15% -16.89% $0.17 -8.10% 2.25

Tablet 25.37% -7.09% 11.99% 20.53% 5.91% -23.08% $0.27 -13.73% 2.78

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

7,00%

8,00%

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: -10.28%,

Avg:2.81)

Ad CTR(vQ3 2015 Y/Y: 29.23%,

Avg:6.51%)


Travel & Tourism:

All Devices Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

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

35.41%

Impressions Y/Y

-4.36%

Clicks Y/Y

23.60%

Ad CTR Y/Y

29.23%

(6.51%)

CPC Y/Y

-28.37%

($0.23)


Travel & Tourism:

Desktop Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

$0,35

$0,40

$0,45

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

3.23%

Impressions Y/Y

-16.64%

Clicks Y/Y

-1.86%

Ad CTR Y/Y

17.73%

(5.81%)

CPC Y/Y

-25.94%

($0.27)


Travel & Tourism:

Mobile Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

$0,30

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

99.52%

Impressions Y/Y

36.22%

Clicks Y/Y

103.86%

Ad CTR Y/Y

49.65%

(8.15%)

CPC Y/Y

-16.89%

($0.17)


Travel & Tourism:

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%

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

25.37%

Impressions Y/Y

-7.09%

Clicks Y/Y

11.99%

Ad CTR Y/Y

20.53%

(5.91%)

CPC Y/Y

-23.08%

($0.27)


56% 43%

14%

13%

30%

45%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Travel & Tourism:

Cross Platform Search Trends



57% of all Searches are now on Mobile

Devices

Travel &

Tourism:

% 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)

Travel & tourism

Business

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