Google

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
News, Media &
Publications
Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 12%, while Mobile queries grew
by 115% and Tablet searches grew by 43% YoY in the
same period
Queries grew by 50% in Q3 2015 in the
News, Media & Publications Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
News, Media & Publications:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. 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: 49.91%)
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
$0,02
$0,04
$0,06
$0,08
$0,10
$0,12
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: -10.46%)
Clicks (Q3 2015 Y/Y: 6.93%) Actual CPC (Q3 2015 Y/Y: 5.66%,
Avg:$0.09)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
News, Media & Publications:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. 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 49.91% -10.46% 6.93% 19.42% 3.71% 5.66% $0.09 -2.28% 2.13
Desktop 11.98% -13.75% -5.67% 9.36% 2.90% 1.70% $0.11 5.74% 2.55
Mobile 115.31% -12.58% 19.95% 37.22% 5.63% 38.90% $0.08 -12.98% 1.61
Tablet 43.49% 14.38% 26.70% 10.78% 3.69% -15.30% $0.08 -2.08% 1.90
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
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: -2.28%,
Avg:2.13)
Ad CTR(vQ3 2015 Y/Y: 19.42%,
Avg:3.71%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
News, Media & Publications:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
49.91%
Impressions Y/Y
-10.46%
Clicks Y/Y
6.93%
Ad CTR Y/Y
19.42%
(3.71%)
CPC Y/Y
5.66%
($0.09)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
News, Media & Publications:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
11.98%
Impressions Y/Y
-13.75%
Clicks Y/Y
-5.67%
Ad CTR Y/Y
9.36%
(2.90%)
CPC Y/Y
1.70%
($0.11)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
News, Media & Publications:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. Note: In-quarter metrics for
Query Volume and Ad Depth are only available.
$0,00
$0,01
$0,02
$0,03
$0,04
$0,05
$0,06
$0,07
$0,08
$0,09
$0,10
0%
10%
20%
30%
40%
50%
60%
70%
80%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
115.31%
Impressions Y/Y
-12.58%
Clicks Y/Y
19.95%
Ad CTR Y/Y
37.22%
(5.63%)
CPC Y/Y
38.90%
($0.08)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
News, Media & Publications:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. 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%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
43.49%
Impressions Y/Y
14.38%
Clicks Y/Y
26.70%
Ad CTR Y/Y
10.78%
(3.69%)
CPC Y/Y
-15.30%
($0.08)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
54%
40%
14%
13%
33%
47%
Q3 2014 Q3 2015
Desktop Tablet Mobile
News, Media & Publications:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the News, Media & Publications. Note: In-quarter metrics for
Query Volume and Ad Depth are only available.
60% of all
Searches are
now on Mobile
Devices
News, Media &
Publications:
% 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)