computers & consumer electronics

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Computers & Consumer

Electronics Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


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


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 12Months

2012 2013 2014 2015

Queries (Q3 2015 Y/Y: 29.24%)

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: -7.68%)

Clicks (Q3 2015 Y/Y: 16.54%) Actual CPC (Q3 2015 Y/Y: -25.16%,

Avg:$0.14)



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 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 12Months

2012 2013 2014 2015

0

1

1

2

2

3

3

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

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%)



All Devices Auction metrics evolution



$0,00

$0,05

$0,10

$0,15

$0,20

$0,25

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

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)



Desktop 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 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)



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%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


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)



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

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)


77% 66%

7%

8%

16% 27%

Q3 2014 Q3 2015

Desktop Tablet Mobile


Cross Platform Search Trends



34% of all Searches are now on Mobile

Devices

Computers &

Consumer

Electronics:

% 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)

computers & consumer electronics

Business