Google

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Dining & Nightlife
Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 13%, while Mobile queries grew
by 124% and Tablet searches grew by 66% YoY in the
same period
Queries grew by 62% in Q3 2015 in the
Dining & Nightlife Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Dining & Nightlife:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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: 61.52%)
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
$0,10
$0,20
$0,30
$0,40
$0,50
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: 5.08%)
Clicks (Q3 2015 Y/Y: 34.13%) Actual CPC (Q3 2015 Y/Y: -25.85%,
Avg:$0.30)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Dining & Nightlife:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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 61.52% 5.08% 34.13% 27.64% 6.14% -25.85% $0.30 -9.80% 2.26
Desktop 12.61% -11.62% 7.92% 22.11% 5.87% -25.82% $0.33 -7.72% 2.52
Mobile 124.17% 36.40% 86.80% 36.95% 6.61% -20.63% $0.26 -7.47% 2.03
Tablet 65.75% -3.56% 11.28% 15.39% 5.51% -18.99% $0.35 -9.98% 2.30
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
0
1
1
2
2
3
3
4
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -9.80%,
Avg:2.26)
Ad CTR(vQ3 2015 Y/Y: 27.64%,
Avg:6.14%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Dining & Nightlife:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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
$0,35
$0,40
$0,45
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
61.52%
Impressions Y/Y
5.08%
Clicks Y/Y
34.13%
Ad CTR Y/Y
27.64%
(6.14%)
CPC Y/Y
-25.85%
($0.30)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Dining & Nightlife:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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
$0,35
$0,40
$0,45
$0,50
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
12.61%
Impressions Y/Y
-11.62%
Clicks Y/Y
7.92%
Ad CTR Y/Y
22.11%
(5.87%)
CPC Y/Y
-25.82%
($0.33)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Dining & Nightlife:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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
$0,35
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
124.17%
Impressions Y/Y
36.40%
Clicks Y/Y
86.80%
Ad CTR Y/Y
36.95%
(6.61%)
CPC Y/Y
-20.63%
($0.26)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Dining & Nightlife:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. 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
$0,35
$0,40
$0,45
$0,50
0%
10%
20%
30%
40%
50%
60%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
65.75%
Impressions Y/Y
-3.56%
Clicks Y/Y
11.28%
Ad CTR Y/Y
15.39%
(5.51%)
CPC Y/Y
-18.99%
($0.35)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
50%
35%
12%
13%
38%
53%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Dining & Nightlife:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Dining & Nightlife. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
65% of all
Searches are
now on Mobile
Devices
Dining &
Nightlife:
% 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)