Google

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Beauty & Personal Care
Russian Federation
Quarterly Update
Last Quarter: Q3 2015
November 2015

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Desktop queries grew by 7%, while Mobile queries grew
by 112% and Tablet searches grew by 36% YoY in the
same period
Queries grew by 49% in Q3 2015 in the
Beauty & Personal Care Category

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Beauty & Personal Care:
Q3 2015 Auction Metrics Update
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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: 49.48%)
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
$0,30
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q3 2015 Y/Y: 12.51%)
Clicks (Q3 2015 Y/Y: 53.33%) Actual CPC (Q3 2015 Y/Y: -40.87%,
Avg:$0.16)

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Beauty & Personal Care:
Q3 2015 Auction metrics update
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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 49.48% 12.51% 53.33% 36.29% 4.15% -40.87% $0.16 -6.93% 3.00
Desktop 7.32% -7.61% 12.13% 21.37% 3.62% -37.68% $0.17 -1.64% 3.58
Mobile 112.08% 53.65% 149.83% 62.60% 4.98% -41.89% $0.14 -3.97% 2.49
Tablet 36.08% 10.80% 24.71% 12.55% 3.67% -39.13% $0.17 -7.03% 3.05
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
2
3
4
5
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Ad Depth (Q3 2015 Y/Y: -6.93%,
Avg:3.00)
Ad CTR(vQ3 2015 Y/Y: 36.29%,
Avg:4.15%)

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Beauty & Personal Care:
All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
49.48%
Impressions Y/Y
12.51%
Clicks Y/Y
53.33%
Ad CTR Y/Y
36.29%
(4.15%)
CPC Y/Y
-40.87%
($0.16)

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Beauty & Personal Care:
Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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
7.32%
Impressions Y/Y
-7.61%
Clicks Y/Y
12.13%
Ad CTR Y/Y
21.37%
(3.62%)
CPC Y/Y
-37.68%
($0.17)

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Beauty & Personal Care:
Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Queries,Impressions,ClicksandAdCTRIndex
Queries Index Clicks Index Ad CTR Impressions Index CPC
Queries Y/Y
112.08%
Impressions Y/Y
53.65%
Clicks Y/Y
149.83%
Ad CTR Y/Y
62.60%
(4.98%)
CPC Y/Y
-41.89%
($0.14)

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Beauty & Personal Care:
Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. 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
36.08%
Impressions Y/Y
10.80%
Clicks Y/Y
24.71%
Ad CTR Y/Y
12.55%
(3.67%)
CPC Y/Y
-39.13%
($0.17)

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
50%
36%
14%
13%
36%
52%
Q3 2014 Q3 2015
Desktop Tablet Mobile
Beauty & Personal Care:
Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Beauty & Personal Care. Note: In-quarter metrics for
Query Volume and Ad Depth are only available.
64% of all
Searches are
now on Mobile
Devices
Beauty &
Personal Care:
% 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)