Google

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Computers & Consumer
Electronics
Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 10%, while Mobile queries grew
by 116% and Tablet searches grew by 47% YoY in the
same period
Queries grew by 29% in Q3 2015 in the
Computers & Consumer Electronics
Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Computers & Consumer Electronics:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Queries (Q3 2015 Y/Y: 29.24%)
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
1 2 3 4 5 6 7 8 9 10 11 12
Months
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 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -7.68%)
Clicks (Q3 2015 Y/Y: 16.54%) Actual CPC (Q3 2015 Y/Y: -25.16%,
Avg:$0.14)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Computers & Consumer Electronics:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
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 29.24% -7.68% 16.54% 26.24% 4.77% -25.16% $0.14 -5.32% 2.53
Desktop 9.67% -19.55% -7.08% 15.50% 4.08% -20.14% $0.16 -4.45% 2.61
Mobile 115.62% 36.93% 93.48% 41.29% 6.62% -16.10% $0.10 -2.26% 2.25
Tablet 46.87% 11.28% 27.59% 14.65% 4.85% -29.00% $0.13 -6.89% 2.77
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
1
2
2
3
3
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -5.32%,
Avg:2.53)
Ad CTR(vQ3 2015 Y/Y: 26.24%,
Avg:4.77%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Computers & Consumer Electronics:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
29.24%
Impressions Y/Y
-7.68%
Clicks Y/Y
16.54%
Ad CTR Y/Y
26.24%
(4.77%)
CPC Y/Y
-25.16%
($0.14)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Computers & Consumer Electronics:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
0%
10%
20%
30%
40%
50%
60%
70%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
9.67%
Impressions Y/Y
-19.55%
Clicks Y/Y
-7.08%
Ad CTR Y/Y
15.50%
(4.08%)
CPC Y/Y
-20.14%
($0.16)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Computers & Consumer Electronics:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$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%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
115.62%
Impressions Y/Y
36.93%
Clicks Y/Y
93.48%
Ad CTR Y/Y
41.29%
(6.62%)
CPC Y/Y
-16.10%
($0.10)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Computers & Consumer Electronics:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
$0,00
$0,05
$0,10
$0,15
$0,20
$0,25
$0,30
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
46.87%
Impressions Y/Y
11.28%
Clicks Y/Y
27.59%
Ad CTR Y/Y
14.65%
(4.85%)
CPC Y/Y
-29.00%
($0.13)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
77%
66%
7%
8%
16%
27%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Computers & Consumer Electronics:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Computers & Consumer Electronics. Note: In-quarter
metrics for Query Volume and Ad Depth are only available.
34% of all
Searches are
now on Mobile
Devices
Computers &
Consumer
Electronics:
% of Queries
by Device

10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Thank You!

11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11
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)