Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Russia

Sub Vertical: Shopping

Q4 Metrics and Seasonality

24th January 2013

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Metrics Summary

Overall Search = All Search Properties, including Mobile,

Mobile = Queries made on mobile devices with full browsers and tablets

% Queries on Mobile = # of Mobile Queries/ All Queries Including Mobile

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

CT

R

Qu

ery

/Cli

ck

s/Im

pre

ss

ion

s/A

d D

ep

th/C

PC

In

de

x

Overall Search: Metric Summaries

Queries Impressions Clicks Ad Depth CPC Ad CTR

$0.00

$0.02

$0.04

$0.06

$0.08

$0.10

$0.12

$0.14

$0.16

$0.18

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Mo

bil

e C

PC

% o

f Q

ue

rie

s o

n M

ob

ile

Mobile Search Metrics

% of Queries on Mobile Mobile CPC

Overall Mobile

Queries +17.9% +168.5%

Impressions +18.2% +363.9%

Clicks +28.9% +335.7%

Ad CTR +17.4% +3.0%

CPC +45.7% +35.1%

Ad Depth +0.3% +29.0%

Q4 2012 YoY

Overall Mobile

Ad CTR 3.83% 4.13%

CPC $0.21 $0.15

Ad Depth 5.26 4.28

Q4 2012 YoY

On average, 16% of search queries in

Q4 2012 were made on Mobile Devices

and clicks on Mobile cost 27% less

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Queries, Impressions, Clicks and CTR

Source: Google Internal Data across all search properties including Desktop and Mobile

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

Qu

eri

es I

nd

ex

Queries: +17.9% YoY (Q4 2012)

2012 2011 2010

0.00

1.00

2.00

3.00

4.00

5.00

6.00

Imp

ressio

ns I

nd

ex

Impressions: +18.2% YoY (Q4 2012)

2012 2011 2010

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

ClicksIn

dex

Clicks: +28.9% YoY (Q4 2012)

2012 2011 2010

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

CT

R

CTR: +17.4% YoY, Average Q4 2012 CTR 3.83%

2012 2011 2010

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Ad Depth, CPC and Summary

Source: Google Internal Data across all search properties including Desktop and Mobile

• 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

0.00

1.00

2.00

3.00

4.00

5.00

6.00

Ad

Dep

th

Ad Depth: +0.3% YoY, Average Q4 2012 Ad Depth 5.26

2012 2011 2010

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

CP

C

CPC: +45.7% YoY, Average Q4 2012 CPC $0.21

2012 2011 2010