vehicles

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Vehicles Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015


Desktop queries grew by 5%, while Mobile queries grew

by 94% and Tablet searches grew by 31% YoY in the

same period

Queries grew by 35% in Q3 2015 in the

Vehicles Category


Vehicles:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Vehicles. 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: 34.90%)

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: -12.74%)

Clicks (Q3 2015 Y/Y: 9.55%) Actual CPC (Q3 2015 Y/Y: -39.71%,

Avg:$0.19)


Vehicles:

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 34.90% -12.74% 9.55% 25.55% 4.31% -39.71% $0.19 -15.17% 2.89

Desktop 5.10% -27.39% -19.16% 11.32% 3.55% -36.76% $0.21 -11.67% 3.26

Mobile 94.49% 21.68% 71.02% 40.55% 5.55% -38.11% $0.17 -12.60% 2.44

Tablet 31.46% -6.89% 6.36% 14.23% 4.15% -40.06% $0.21 -16.59% 2.94

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

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: -15.17%,

Avg:2.89)

Ad CTR(vQ3 2015 Y/Y: 25.55%,

Avg:4.31%)


Vehicles:

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

34.90%

Impressions Y/Y

-12.74%

Clicks Y/Y

9.55%

Ad CTR Y/Y

25.55%

(4.31%)

CPC Y/Y

-39.71%

($0.19)


Vehicles:

Desktop 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%

70%

80%

90%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

5.10%

Impressions Y/Y

-27.39%

Clicks Y/Y

-19.16%

Ad CTR Y/Y

11.32%

(3.55%)

CPC Y/Y

-36.76%

($0.21)


Vehicles:

Mobile Auction metrics evolution



$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%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

94.49%

Impressions Y/Y

21.68%

Clicks Y/Y

71.02%

Ad CTR Y/Y

40.55%

(5.55%)

CPC Y/Y

-38.11%

($0.17)


Vehicles:

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%

10%

20%

30%

40%

50%

60%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex


Queries Y/Y

31.46%

Impressions Y/Y

-6.89%

Clicks Y/Y

6.36%

Ad CTR Y/Y

14.23%

(4.15%)

CPC Y/Y

-40.06%

($0.21)


58% 45%

12%

12%

30% 43%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Vehicles:

Cross Platform Search Trends



55% of all Searches are now on Mobile

Devices

Vehicles:

% 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)

vehicles

Business