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1. Russia
Sub Vertical: Shopping
Q4 Metrics and Seasonality
24th January 2013
Google Confidential and Proprietary 1

2. Metrics Summary
Overall Search: Metric Summaries
7.00 4.50%
Query/Clicks/Impressions/Ad Depth/CPC Index
4.00%
6.00 Q4 2012 YoY
3.50%
5.00
Overall Mobile
3.00%
Queries +17.9% +168.5%
4.00 2.50%
Impressions +18.2% +363.9%
CTR
2.00%
3.00 Clicks +28.9% +335.7%
1.50%
2.00 Ad CTR +17.4% +3.0%
1.00%
CPC +45.7% +35.1%
1.00
0.50%
Ad Depth +0.3% +29.0%
0.00 0.00%
Queries Impressions Clicks Ad Depth CPC Ad CTR
Mobile Search Metrics Q4 2012 YoY
Overall Mobile
$0.18 25.00%
$0.16 Ad CTR 3.83% 4.13%
20.00%
CPC $0.21 $0.15
% of Queries on Mobile
$0.14
$0.12
Ad Depth 5.26 4.28
Mobile CPC
15.00%
$0.10
$0.08
10.00%
$0.06
$0.04 5.00% On average, 16% of search queries in
$0.02
Q4 2012 were made on Mobile Devices
$0.00 0.00%
and clicks on Mobile cost 27% less
% of Queries on Mobile Mobile CPC
Overall Search = All Search Properties, including Mobile,
Mobile = Queries made on mobile devices with full browsers and tablets Google Confidential and Proprietary 2
% Queries on Mobile = # of Mobile Queries/ All Queries Including Mobile

3. Queries, Impressions, Clicks and CTR
Queries: +17.9% YoY (Q4 2012) Clicks: +28.9% YoY (Q4 2012)
4.00 7.00
3.50 6.00
3.00
Queries Index
5.00
ClicksIndex
2.50
4.00
2.00
3.00
1.50
1.00 2.00
0.50 1.00
0.00 0.00
2012 2011 2010 2012 2011 2010
CTR: +17.4% YoY, Average Q4 2012 CTR 3.83%
Impressions: +18.2% YoY (Q4 2012)
4.50%
6.00 4.00%
5.00 3.50%
Impressions Index
3.00%
4.00
2.50%
CTR
3.00 2.00%
1.50%
2.00
1.00%
1.00
0.50%
0.00 0.00%
2012 2011 2010 2012 2011 2010
Source: Google Internal Data across all search properties including Desktop and Mobile Google Confidential and Proprietary 3

4. Ad Depth, CPC and Summary
Ad Depth: +0.3% YoY, Average Q4 2012 Ad Depth 5.26 CPC: +45.7% YoY, Average Q4 2012 CPC $0.21
6.00 $0.25
5.00 $0.20
4.00
Ad Depth
$0.15
CPC
3.00
$0.10
2.00
1.00 $0.05
0.00 $0.00
2012 2011 2010 2012 2011 2010
• The top 20,000 search queries related to this market have been aggregated and the seasonality curves associated with those queries
have been illustrated above.
• The first week of data available is the 1st of January 2010. All indices are calculated using this as the base week.
• The YoY metrics included are for Q4 of 2012
• Below is a glossary of the metrics analysed:
Queries: The number of searches on Google
Impressions: Number of Ads served cumulatively
Clicks: Number of Ads clicked cumulatively
Ad Depth: Number of Ads shown per query
CPC: Average Cost per Ad Clicked
Source: Google Internal Data across all search properties including Desktop and Mobile Google Confidential and Proprietary 4