AD COPY JUDGING GUIDELINES

_______________________________________________________________________

Last Updated: 3/14/2016

These guidelines contain confidential and proprietary information belonging to Microsoft Corporation.

The recipient understands and agrees that these materials and the information contained herein may not be used
or disclosed without the prior written consent of Microsoft Corporation.

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Table of Contents
1 Overview ................................................................................................................................................................................... 3
2 Understanding the query ........................................................................................................................................................... 4
3 Evaluate the Query .................................................................................................................................................................... 4
3.1 Query Meaning .......................................................................................................................................................................... 4
3.2 Determine the query intent ....................................................................................................................................................... 4
3.3 Evaluate the Level of Specificity ................................................................................................................................................ 5
4 Understanding the Ad ................................................................................................................................................................ 7
5 Research .................................................................................................................................................................................... 8
5.1 Query Research .......................................................................................................................................................................... 8
5.2 Ad Research ............................................................................................................................................................................... 8
6 Rating Options ........................................................................................................................................................................... 9
6.1 Perfect ....................................................................................................................................................................................... 9
6.2 Excellent .................................................................................................................................................................................. 11
6.3 Good ........................................................................................................................................................................................ 13
6.4 Fair ........................................................................................................................................................................................... 15
6.5 Bad........................................................................................................................................................................................... 21
6.5.1 Inconsistent Ads .................................................................................................................................................................. 24
6.6 Adult Query/Ad Checkboxes .................................................................................................................................................... 24
6.7 Unsure ..................................................................................................................................................................................... 26
7 Ad Quality Issues ..................................................................................................................................................................... 27
8 Query / Ad Copy Considerations .............................................................................................................................................. 30
8.1 Name Searches ........................................................................................................................................................................ 30
8.2 Location ................................................................................................................................................................................... 32
8.2.1 Location and Product Specific Queries ............................................................................................................................... 32
8.2.2 Location and Travel Intents ................................................................................................................................................. 32
8.2.3 Location Accommodating Ads ............................................................................................................................................. 33
8.2.4 Nearby Locations................................................................................................................................................................. 34
8.3 Market ..................................................................................................................................................................................... 34
8.4 URL Research ........................................................................................................................................................................... 35
9 Mixed Rating Examples ............................................................................................................................................................ 36
10 Glossary ................................................................................................................................................................................... 44

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1 Overview
As a Judge working on the Ad Copy project, you will see queries that users type into a search engine, and Ad Copy that the search
engine returns for these queries. You will evaluate how satisfied users would be with each Ad based on the query they entered, and so
help us evaluate and improve the quality of the Ads that we present to our users.

These guidelines describe how to best determine user intent and assess the relevance of the Ad to that intent. While the task may
seem daunting, there are really only five steps:

1. Consider what the user could have had in mind (their intent) when they typed in the query; allow for misspellings or other
ambiguity.
2. Complete research to best understand the meaning of the query.
3. Determine whether the Ad covers any of these intents, and if so, how well it satisfies them.
4. Give the Ad a rating on a seven-point scale to indicate how useful the Ad would be to most users who type in the query.
5. Where necessary, provide additional information to explain your rating.

The rest of the document explains how to perform each of these steps. Keep these basic tips in mind:

• When considering the Ad, review the content that is displayed.

• You will often need to research possible intents associated with the query; however, you must not base your rating on how the Ad
is treated in search engines.
• The rating you are providing is based on the query. Consider if the query and Ad are a perfect match. Is the query broader than the
Ad? Is the query narrower than the Ad?
• Don’t base your rating on one particular item (Title, Description, Display URL) within the Ad. You will need to review the Ad in full
before applying your rating.
• We have included examples in these guidelines; you should use these to understand the concepts, and not expect an example for
every possible type of query or Ad. The example intents we’ve listed for queries are not exhaustive; you will probably be able to
identify more.

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2 Understanding the query
A query is a search term entered by a user into a search engine. A query can be entered in many formats and can provide you with
information to get you started on what the user is searching for. When considering a query, keep in mind the following:

• A query can be one word or a set of words.

• If a query is a set of words, read the query as one/single entity e.g. “Susan Jones” (name of a person), “Curtain call” (single
entity), “Yellow Rose of Texas” (song title).
• Check each query for misspellings – Remember to complete research before deciding if a word is misspelled. For minor
misspelled words, you are permitted to correct the spelling mistakes.
• Disregard capitalization, spacing and punctuation.
• Numbers may be preceded with the characters “nn”. You should ignore these characters.
o Example: “new Honda nn2016”

3 Evaluate the Query

Before you review the Ad, you must determine three aspects of the query to help you understand what the user was thinking when
they typed the query into the search engine. Users with identical queries may not be looking for exactly the same thing, and some
intents may be more popular than others.

3.1 Query Meaning

To begin your evaluation, you should understand the meaning of the query. To assist you in understanding, complete the following:

• Consider is the query ambiguous?

• Complete research by copying and pasting the query into one or more search engines.
o If you are not absolutely certain of the query meaning, take time to thoroughly research it.
• View the generic result list; i.e. results displayed disregarding any sponsored Ads. Is there one result that is predominant? Is
one meaning more likely than the others? (If you cannot determine the meaning from reviewing the generic result list, you
may click on any of the links).

• Consider what is the core concept?

• What are the attributes of the query?
• What would most people think the query means?
• Within the task application, you may be provided with the top 5 results from a search engine. You should not limit yourself to
these results and also research the query outside of the task application.

3.2 Determine the query intent

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To determine the intent of the query, you need to consider why the user entered this query, and what results the user would be
hoping to see. Most query intents can be classified into one or more of these three categories:

Navigational (N) Informational (I) Transactional (T)

Intent is to navigate to a particular Learn more about a topic / product Complete or proceed to a transaction
web page
Query can be a well-known entity, e.g. Query may contain words like “how Involves interaction with a web resource, paid or
branded product, company, place or to”, “what is”, “ways to”, or “review”. free; buy or download a product or service;
the explicit part of a URL. A transaction does not need to include the
exchange of money.
Outlook email (www.outlook.com/) Celebrity look alike Chia Seeds
Nike (www.Nike.com) Chia Seeds Download MS Excel latest version
Purchase Moves like Jagger

• Some queries can have one or more intents. In the examples above, for Chia Seeds, the intents can be;
o To research information on Chia seeds (I)
o To purchase Chia seeds (T)
• Some broad queries can have multiple intents, with some intents being more likely than others. Be careful when choosing a
label for these types of examples, and perform thorough research to determine intent.
o {apple} – the most likely intent of this query is for the company - the fruit is a likely intent.
o {Scandal} – the most likely intent of this query is for the popular TV show. Likely intents include past celebrity
scandals and the definition of the word.

3.3 Evaluate the Level of Specificity

When reviewing the query, consider how broad or how narrow the Ad is in relation to the query, based on what the user was searching
for:

• Do the query and the Ad match perfectly?

• Is the Ad narrower than the query?
o Does the Ad offer a narrower category of what the user is searching for?
• Is the Ad broader than the query?
o Does the Ad offer a broader category of what the user is searching for?
• Disregard marketing terms like “cheap”, “best”, “highest quality”, “superior”, “great”, and “greatest”. The meaning of these
words is arbitrary. What may seem “cheap” to one user may not seem cheap to another. This list is not exhaustive; there can
be more marketing terms to add to this list.
• “On Sale”, “New”, “Used”, “Free” and “Wholesale” are not marketing terms. These terms are essential attributes in defining a
product type. For example “Used bicycle”, “New car”, “Used clothing”, “Free download”, “Wholesale furniture”, “digital
cameras On Sale”.

Query Ad Specificity Comment

guitar Guitars - Cheap Prices Same The Ad matches the query's most likely transactional intent to
Compare Prices for Guitars. purchase a guitar. The Ad's title and description are exactly specific
See the Fair Price, Always for guitars and do not mention any particular style or brand of guitar.
Updated!
www.PriceMachine.com

ipads iPads at Walmart Same The Ad matches the query's most likely transactional intent to
Shop for High Quality iPads purchase an iPad. All parts of the Ad offer the exact product the user
at Walmart! Save Money. is looking for.

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 Live Better.
walmart.com/iPads

bc footwear Bc Footwear up to -70% Broader The Ad is broader than the query and offers all BC footwear, which
take five Buy cheap Bc Footwear & would include the queried BC footwear boot among all their
over the save now. Compare offers products.
knee boots at BEST-DEAL.com!
www.Bc-Footwear.best-
deal.com

Aftermarket Auto Parts Sale Broader The Ad is broader than the query and offers all auto parts, which
Toyota Auto Buy Auto Parts On Sale! would include aftermarket Toyota parts.
Parts Shop Online and Pick Up In
Store
www.AdvanceAutoParts.co
m

greeting Assorted Christmas Cards Narrower The Ad is narrower than the query. Christmas cards are part of the
cards Shop Assorted Boxed broader category of greeting cards.
Greeting Cards for the
Holidays at Walter Drake
www.WDrake.com

assisted Assisted Living Pricing Narrower The Ad is narrower than the query. Assisted living facilities in Jersey
living Get Free info, pricing, and City are part of the broader category of assisted living facilities in all
facilities in options 12 Facilities in of Northern NJ.
northern nj Jersey City
AssistedLivingSocial.com

For a single query {Nike shoes} you may encounter a variety of Ads across all ratings:

Query: Nike shoes

Nike shoes – Nike.com Perfect The Ad addresses the dominant navigational intent to visit the official site for Nike
Find your perfect pair of shoes. The title and description offer exactly what the user is looking for and the
Nike shoes. Free shipping URL from the official Nike site indicates the user will land on the subpage specific to
shoes. The Ad is Perfect.
every day!
Nike.com/shoes

Sale on Nike shoes Excellent The Ad matches the query's most likely transactional intent to purchase Nike shoes.
Shop our full line of Nike Both the Ad's title and description offer the exact product the user is looking for.
shoes. The Ad is Excellent.
Zappos.com

Nike – 30% Off Good The Ad is broader than the query and also offers Nike apparel in addition to shoes.
Nike apparel and shoes – The Ad is Good.
buy now!

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 Bizrate.com/Nike

Adidas Shoes Fair The Ad is for Adidas shoes - a different brand of similar athletic shoe which is a
Men, women, kids competitor. The Ad is Fair.
sneakers – 40% off!
Zappos.com/Adidas_shoes

Nike Golf Club Bad The Ad is for Nike golf clubs. There is no indication the user will be interested in golf
Save on Top Rated Nike clubs. The Ad is Bad.
Golf Clubs — Guaranteed
Low Prices at Golfsmith!
www.Golfsmith.com/Nike

zapatos nike Unsure The Ad is written in a foreign language - Spanish. The Ad is Unsure.
Comprar Zapatos Nike a la
Venta
calzado.mercadolibre.com

4 Understanding the Ad
This task involves reviewing an Ad and providing a rating based on a rating scale. When reviewing the Ad, you will rate how relevant
the Ad is based on the query intent of the user.

The Ad contains three core elements a user would see:

1) Title
2) Description
3) URL

The following is an example of a typical Ad:

When reviewing the Ad, you should review each of the three elements, (Title, Description, and URL) and ask yourself the following
question: How relevant is this Ad, i.e. how likely are you to click on this?

On your first view of the Ad, consider the following:

• Are all three elements displayed, Title, Description and URL?

• View each of the three elements, keeping in mind grammar, spelling, junk characters etc.
o Only consider errors that are so severe they affect the user’s understanding of the Ad.

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 ▪ Simple errors like missing or misused punctuation (commas, hyphens, semicolons, missing or extra periods,
etc.) that do not prevent the understanding of the Ad should not be taken into account.
▪ Simple errors such as minor misspellings or missing, transposed, or extra letters that do not prevent the
understanding of the Ad should not be taken into account.
• Is the title relevant?
• Does the description make sense?
• Is the URL complete?

➢ Review the Bad, Unsure, and Quality Issue Sections for additional guidance on how to address Ad construction issues such as those
described above.

5 Research
5.1 Query Research
• You cannot select the correct rating for an Ad without thoroughly understanding what the user wants or expects to
accomplish with their search. It is your responsibility to perform any and all necessary research to understand the user’s
intent.

5.2 Ad Research
In this task the focus is on evaluating how likely it is the Ad Copy will attract user clicks. Ratings should be based on the Ad Copy only.

• You should not need to perform research on the majority of Ad text.

• If the Ad offers “x” then we assume that the advertiser is truthful. You should trust that the advertiser sells what they are
offering in their Ad.
o You should NOT research whether the product/service is available from that advertiser. You should NOT visit the
advertiser’s site to determine if the product/service is available there.
▪ QY: “Vasque St. Elias Boots”
REI - Official Site
Boots, Shoes, Socks & More! 100% Satisfaction Guarantee.
www.rei.com/
▪ Query research shows the user is looking for a specific model of hiking boot. You should not research
rei.com to determine if they sell this type or brand of product. You should not visit rei.com to determine if
they sell this product.
▪ Select your rating based on the fact that the Ad states they sell boots and the user is looking for a pair of
boots. Good.
• You do NOT need to research if the site is a parked domain, spam page, etc.
• Display URLS
o In this task you are provided the “display” URL, which is chosen to be visually pleasing. It is not expected to be
functional and usually is not the URL accessed when the Ad is clicked.
▪ Entering this URL into a browser will NOT duplicate the user experience of clicking the Ad. You should NOT
use this as a way of evaluating the Ad.

However, there are times research will be needed.

• General research may be needed to determine if the Ad offers a competitive product/service/site to the query.
• Research may be needed for issues of location. (See section 8.2)
• Research may be needed for local vendor queries. (See section 8.2)
o When evaluating Ad relevance for local vendor queries (car dealers, realty offices, etc.) you may need to research the
site to determine if it is a location match.
➢ See Section 8.4 (URL Research) for additional examples.

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6 Rating Options
6.1 Perfect
The Perfect Ad clearly captures the dominant navigational intent of a query and is exactly what most users are looking for.

• Perfect Ads are the best possible Ad we could serve for the user’s query.
• When you label an Ad as Perfect you are indicating:
o It exactly matches the user’s expectations.
o It is official in nature.
o It should be the most prominently displayed Ad.
• The query must have a dominant navigational intent.
o These queries may also have most likely Transactional and Informational intents.
▪ {Apple}
• Dominant Navigational Intent: to navigate to the official Apple site.
• Most Likely Intent: Transactional intent to shop for Apple products.
• Likely Intents: Including, but not limited to: Apple product reviews, parts and
accessories for Apple products, purchasing apples (the fruit), finding recipes using
apples.
• Weakly Related intents: Including, but not limited to: shopping for similar products
from competitor brands.
• The Ad is for the official site for the query
o The Ad Title, Description and URL are indicative of it.
▪ The specificity of the Ad perfectly matches the specificity of the query intent, that is, the Ad is
neither broader nor narrower with respect to the query.
• This judgment will be rare - not very many Ads will be rated as Perfect.

• If there is no dominant Navigational intent, no Ad can get a rating of “Perfect”.

o {Hunger Games} - multiple navigational intents with no dominant intent: official site for the movie/DVD, official book
publisher’s site.
o {DOE} – multiple navigational intents with no dominant intent: Dept. of Education, Dept. of Energy.
o Many queries do not have navigational intents.
▪ Highly ambiguous or generic queries will not have a “Perfect” Ad.
• Examples: {loans}, {blinds}, {vacuum cleaners}, {books}, {drugstore}, and {insurance}

• Before rating a query as Perfect, the Ad must match perfectly based on specificity and detail.
o For a general query (like a brand or company: {los Angeles dodgers}, {match.com}, {Toyota}), the Ad must:
▪ Display a title with the same level of specificity as the query.
▪ The URL should not indicate that you will land on a sub-page.
• When evaluating URLs, note that you should determine whether the URL is likely to lead to the
sought after site, not whether it exactly matches the URL of sites you may see in side search results.
o {Bing}
▪ www.bing.com, www.bing.com/homepage, www.bing.com/home
o {PlayStation}
▪ www.playstation.com, www.us.playstation.com, www.sony.com/playstation
▪ Present a general introduction to the brand or company in the Ad description. (You must be convinced that
clicking on the Ad will take you to the company’s home page).
• The description should not include any additional information outside a general introduction e.g.
cannot include additional information on specific products etc. For example: Los Angeles Dodgers’
baseball caps, Toyota parts

o For a specific query (like a branded product: {Hyundai Elantra}, {iPhone}, {cap’n crunch}), the Ad must:
▪ Equal the query in specificity for the title, description and URL.
▪ Not offer anything additional that would make the Ad broader / narrower than the query.
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 ▪ The URL must indicate the official site of the query. In the case of a branded query, the URL may indicate
that you can land on a sub-page.
• Examples:
o The official site for iPhone is a subpage of the official Apple site – so the URL should be
specific to the product (www.apple.com/iphone) and not just the more general site URL.
(www.apple.com)
o The official site for Cap’n Crunch is a stand-alone site – so the URL should be a URL for the
homepage of that site (www.capncrunch.com).

Query Title Description URL Comment

Amazon Amazon. Huge Selection and Amazing Prices. Free www.Amazon. The query has a dominant navigational
com® Two-Day Shipping with Prime. com intent to visit the official homepage of
Official Amazon.com. The title and URL
Site indicate the user will land on the
official homepage and the description
offers a general introduction to the
site. The Ad is Perfect.
Los Angeles The Los Official site of the Los Angeles Dodgers. www.dodgers. The dominant navigational intent of the
Dodgers Angeles Features up-to-date stats and results, com query is to go to the LA Dodgers site.
Dodgers player bios, minor league information, The title matches the query.
ticket and merchandise ordering info, The description is general information
player photos, and audio highlights. about the team and the URL is not
indicating a subpage. The Ad is Perfect.
tmobile T-Mobile Get Our Fastest 4G Smartphones on Our T-Mobile.com The query has a dominant navigational
Official Best Plan Ever. Shop Today! intent for the homepage of the official
Site T-Mobile site. The title and the URL
indicate the user will be taken to the
official site for T-Mobile, but the
description is focused on a specific
product group. The Ad satisfies the
most likely intent to navigate to the
homepage of the official site, but does
not meet the criteria for a Perfect Ad.
The Ad is Excellent.
American American American Express official site. Cards, www.american The query has a dominant navigational
Express Express Rewards, Travel, Business Services and express.com intent for the American Express official
more. site. The title and URL indicate the user
will land on the official site, and the
description is a general introduction to
the site, encompassing all products and
services. The Ad is Perfect.
American American American Express Platinum Card. Get the www.american The query has a dominant navigational
Express Express credit you deserve. Apply Today. express.com intent for the American Express official
official site. The title and the URL indicate the
site user will be taken to the official site for
American Express, but the description
is focused on a specific product group.
The Ad satisfies the most likely intent
to navigate to the homepage of the
official site, but does not meet the
criteria for a Perfect Ad. The Ad is
Excellent.
American Get Blue 0% intro APR, no annual fee and free www.american The query has a dominant navigational
Express from rewards program with Blue from American express.com intent for the American Express official
American Express®. With Express Approval, you can site. While the URL indicates the user
Express ® will land on the official site, both the
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 receive a decision in less than 60 seconds. title and description indicate the user
Apply now. will be taken to information specific to
the Blue credit card, which is narrower
than the query. This is different than
the above example where the title and
URL indicated the homepage. The Ad is
Good.
Google Google Get Access to Search & More. Start www.Google.c The query has a dominant navigational
homepage homepag Searching Faster & Smarter Today om/homepage intent for the Google home page and
e that is what the Ad is providing. It is
from the official site. The Ad is Perfect.

6.2 Excellent
The Excellent Ad is useful and relevant to the user. It captures the most likely intent of the query and it is not too narrow or too broad,
but just right.

• Excellent Ads offer exactly what the user wants. A user entering this query would expect this Ad displayed on their results
page.
• When you label an Ad as Excellent you are indicating:
o The Ad should be prominently displayed as it will be attractive to most users.
o The Ad clearly indicates that, by clicking it, the user will be taken to the exact product or information they want.
o The specificity of the Ad matches the specificity of the query intent, that is, the Ad is neither broader nor narrower
with respect to the query.
o The Ad title, description and URL should be consistent with the intent of the query.

➢ A query with a dominant navigational intent can also have most likely transactional or informational intents.
o Ads answering most likely intents can receive an Excellent rating.
▪ Remember: these Ads must also meet the Excellent criteria for specificity
• {Apple}
o Ad offering Apple products from Nextag would answer a most likely transactional intent
and the specificity of the query – Excellent.
o Ad offering IPods from Target – would answer a most likely transactional intent, but is
narrower than the query – Good.
➢ Ads that offer the exact product in title or description – but the rest of the Ad is a more general template – can be rated
Excellent.

Query Title Description URL Comment

Chocolate Great Get free chocolate chip cookie recipes www.verybest The most likely query intent is to find a
Chip Cookie Chocolat from Nestle or search our entire recipe baking.com specific type of recipe, The Ad and
Recipes e Chip collection. Swap recipes, share kitchen query match in specificity, the Ad is
offering chocolate chip cookie recipes.
memories or read useful tips at
This type of query does not have an

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 Cookie VeryBestBaking.com and earn brownie official site therefore the highest rating
Recipe points for prize. it can receive is Excellent.

LG smart tvs Smart Shop our large selection of LG Smart TVs. www.egghead. The most likely query intent is to shop
TVs On Free shipping, fast delivery. com/smart-tvs for LG Smart TVs. The Ad’s description
Sale offers the exact product. The rest of
the Ad is a more general template, but
the user can see from the Ad’s
decription that the Ad is for the exact
product they want.
charcoal grill Charcoal Up to 25% Off All Grills! Get Free www.BBQGuys The most likely query intent is to shop
Grills Accessories & Free Shipping. .com/Grills for charcoal grills. The Ad’s title offers
the exact product. The rest of the Ad is
a more general template, but the user
can see from the Ad’s title that the Ad
is for the exact product they want.
background 1 Minute Phone, Address, Date of Birth, more No Hit www.public- The query is broad and has multiple
check Backgrou - No Fee. records- intents. The Ad is also broad and is
nd Check now.com answering the query with the same
specificity.
2001 Hyundai 2001 You Want a Used Hyundai. We Have 2001-Hyundai- The query intent is looking for a specific
accent Hyundai 1,000s. Search Now. Accent.Oodle.c car. It is a reasonable assumption that a
Accent om 2001 car would be used; therefore the
Ad specificity is the same as that of
Query.
Balaclavas Balaclava Free Shipping & Free Returns, No zappos.com/b The most likely query intent is to shop
s at questions asked. alaclavas for balaclavas and the Ad is offering the
Zappos® user balaclavas and is not limited to
any specific brand, color, material etc.
The Ad specificity matches that of the
query.
2xloadbalanc 2X Load Best Value for 2X Load Balancer. Find www.NexTag.c The query intent is to buy a specific
er Balancer NexTag Sellers' Lowest Price! om product and the Ad is offering the same
Cheap product the user is looking for. Ad
specificity matches that of the query,
the fact that the Ad is from a shopping
aggregator does not affect the rating.
darkbuster Darkbust Cheap Prices and Huge Selection www.Calibex.c The intent of the query is to find a
light pool er Light Darkbuster Light Pool on Sale! om/Home- specific pool light. The Ad specificity
Pool and-Garden matches that of the query, the fact that
the Ad is from a shopping aggregator
does not affect the rating. Note the
Ad’s word reversal of “light pool” is a
minor error that would not affect the
understanding of the Ad.
proficient Proficien Stereo Speakers For Sale. Save On Stereo StereoSpeaker The Ad title offers this exact product
speakers t Speakers. s.BizRate.com and isn’t broader or narrower than the
Speakers query. The rest of the Ad is a more
general template, but the user can see
from the title that the Ad is for the
exact product they want.
Iron Man 3 Latest Iron Man 3 on Blu-ray. Free shipping over deepdiscountd The Ad description offers this exact
Blu Ray DVDs at $25. vd.com product and isn’t broader or narrower
the Best than the query. The rest of the Ad is a
Prices more general template, but the user

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 can see from the description that the
Ad is for the exact product they want.
time pedals Time We Carry the ATAC XS & ROC ATAC. Free www.REI.com/ Ad is narrower than the QY. Title & URL
Pedals at Shipping on Orders Over $50. Time-Pedals are for Time pedals, but description
REI offers only 2 specific models, ATAC XS
and ROC ATAC. - Good
Musclespasa Muscle What are Treatments of Muscle Pain? Find familyhealthne Title is for muscle spasms, but
ms spasms Relief Options. Get Help Info. twork.com description offers only content about
muscle spasm treatments. This is just
one type of information about muscle
spasms. - Good
Nike Nike Get More From Your Gear. Shop Nike at www.finishline The query has a most likely intent to
Shoes, Finish Line Now! .com/ shop for Nike products. The Ad offers
Apparel Nike products and isn’t narrowed to
& Gear any specific product category. The Ad
matches the specificity of the query.
Jetblue Fly cheap Find cheap JetBlue tickets. Enjoy Big GetGoing.com The query has a most likely intent to
on Savings on JetBlue. /JetBlue purchase plane tickets on JetBlue. The
JetBlue Ad offers JetBlue tickets. Users would
be expecting sites to advertise their
tickets as the least expensive, so the
term “cheap” doesn’t narrow the scope
of the Ad. The Ad matches the
specificity of the query.

6.3 Good
The Good Ad does not meet the level of specificity of the query and/or addresses a likely query intent.

• Good Ads are useful to display, but not an exact match to the user’s intent.
• When you label an Ad as Good you are indicating:
o The Ad may not exactly match the user’s intent, but a user can reasonably expect to find their desired
product/information if they click the Ad.
▪ A user may find the Ad useful, but may not be completely confident clicking the Ad will take them directly to
their exact desired content.
o The Ad is useful, but not completely satisfying as an Excellent or Perfect Ad may be.
o The Ad should be displayed, but less prominently than Perfect or Excellent offers, if available.
o The Ad addresses a less popular query intent so fewer users are likely to be looking for Ads for this product or
information.
• The Ad addresses one of the query’s likely intents.
o A likely intent is a possible query intent, but not a most likely or dominant intent.
• The specificity of the Ad is not a match to the specificity of the query intent, that is, it is either broader / narrower than the
query.
• The Ad is about the right product / service / content but without the correct level of specificity.
o For example the Ad may not mention the exact product but offers a broader or narrower product category.
▪ {Nike Shoes}
• Ad offering shoes from Macy’s department store.
o Ad is broader than query, but the user can reasonably expect to find Nike shoes for sale
within the broader product category of shoes available at this department store.
• Ad offering Nike tennis shoes for sale.
o Ad is narrower than the query, as Nike tennis shoes are just one type of Nike shoe.

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 • The Ad title, description and URL should be consistent with the intent of the query.

Query Title Description URL Comment

Ronald Ronald Collectible, licensed memorabilia for our www.presiden The most likely intent is information on
Reagan Reagan nation's 40th president. Framed tialmem.com the president. The Ad is presenting a
Memorabi photographs with biography and quotes transactional intent which is one of the
lia capture his life and presidency. likely intents.
99 dodge dodge Find Free Car Buying Information Dodge www.Dodge.E The query intent is to find a specific
Durango slt Durango Car Prices, Ratings dmunds.com car. The Ad is for the correct car model
slt but does not mention the year. The Ad
is broader than the query but is
offering the right product.
berlin ohio Berlin Save on Hotels, Motels & Resorts. Call www.HotelRes The query has multiple intents. The Ad
amish Ohio Now or Book Online Today! ervations.com is only answering one of those likely
country lodging intents. The Ad specificity is narrower
than that of the query.
bay of fundy Nova Tour with Prince Edward Island. Top Caravan.com The query has multiple intents. The Ad
new Scotia 10 Selling Tour to Nova Scotia. is only answering one of those intents.
Brunswick Days The Ad specificity is narrower than the
$1095 query.
100 miles Digital Get great deals on Digital Antenna. Shop www.eBay.co The query intent is to find a specific
digital Antenna eBay today! m type of antenna. Ad is broader than the
antenna query but is offering the right set of
products.
Buy Buy Books Low Prices on Millions of Books. www.Amazon. The most prominent parts of the Ad
Stephen at Amazon com/Stephen aren’t specific to the query and the
King books King Books user may overlook the more specific
URL. Since the title and description are
broader than the query, it should be
rated Good.
are super Super Discover Your Wize Choice Now! Top- www.Wize.co The query intent is most likely for
swamper Swampers Rated Super Swampers ATV Tires m reviews on these tires. The Ad is selling
tires any ATV Tires the queried tires. When users are
looking for reviews, we can consider
good
shopping for the item a likely
transactional intent.
sleep Sleep Get Customized Comfort & Support! www.QVC.com The query intent is for reviews on the
number bed Number Browse Memory Foam Mattresses. /SleepNumber sleep number bed. The Ad is selling the
reviews with queried bed. When users are looking
Coomax for reviews, we can consider shopping
for the item a likely transactional
intent.
Compare The Nook Cheap Prices and Huge Selection. The www.Calibex.c The query intent is to compare the
Fire Nook E Reader Nook E Reader om/Electronics Kindle Fire with the Barnes & Noble
Nook. The Ad is selling the Nook
eReader. When users are looking for
comparisons or reviews, we can
consider shopping for the item a likely
transactional intent.
soaps Soaps at Shop your favorite beauty brands. Free www.Amazon. The query has multiple intents,
Amazon shipping on qualified orders. com/beauty including TV Soap shows, beauty soaps,
etc. The Ad is only answering one of

14
 those intents - a likely transactional
intent to buy soaps.
macy's Printable Print Coupons And Save More Money - CouponingHub The query intent is for Macy's online
online Coupons Printable Coupons & Tips (Free) .com coupons. The Ad is broader than the
coupons (Free) query for all coupons, but would
reasonably include Macy's coupons,
which the user could directly print, as
there is no mention of downloading.
dia US Wide Secure Parking At Over 95 Airports Low AirportParking The query is an acronym with multiple
Airport Cost, Guaranteed, Secure Spaces Reservations.c likely intents. The Ad satisfies a likely
Parking om/US transactional intent of the query to
finding parking services at Denver
International Airport. The Ad is location
accommodating and we can reasonably
assume it will accommodate DIA.
cards Card Deals - Card Against Humanity. Get NexTag www.NexTag.c The query intent is for the Cards
against Against Sellers' Lowest Price! om Against Humanity game and the Ad is
humanity Humanity selling the multiplayer party game. This
is narrower in specificity since research
shows that it is also available as a free
download.
Google's Make Make google my homepage now. ChangeHomep The query has multiple intents,
Home Page Google My age.geek2tech. including navigating to google.com, or
Homepage com finding out how to set Google as the
homepage. This Ad satisfies one of
these intents.
2015 honda Honda 400+ Auto Merchants. Deals on Honda Shopzilla.com/ The Ad satisfies a likely intent to shop
crv exl CRV 2015 CRV 2015 parts and accessories! Automotive for parts & accessories for the 2015
Honda CRV EXL. The Ad is broader than
the query intent as it isn’t specific to
the EXL model. – Good
Ugg Boots Ugg 20% off coupons – Ugg boots! Find them ultimatecoupo The Ad satisfies a likely intent of the
Coupons here! ns.com/coupo query for Ugg boots coupons. - Good
ns/ugg

6.4 Fair
The Fair Ad does not address the query intent, but still has a weak relationship to the query.

• Fair Ads are less likely to get clicks, but showing complementary, substitute, or alternative products or services may be of
interest to the user.
• When you label an Ad as Fair you are indicating:
o The Ad does not address the user intent, but offers possible alternative or add on purchases.
o These Ads are not likely to get clicks, but would not negatively impact the user’s experience.
o These Ads can be displayed when there aren’t more relevant Ads to display.
• There is a weak relationship between the query and Ad.
o Note: Do not assume a weak relationship based solely on the query and Ad sharing the same terms – be sure to
research if the query and Ad are related.
• The Ad may be for a competitive product / service / content or site.
• The Ad addresses a similar intent to that of the query.

15
 • The Ad may be for a complementary product or service.
o For example the Ad may not address the informational intent of the query but offers a complementary product
or service.
▪ { can I build my own fireplace box?}
• Ad offers fireplace tool sets from a home décor store.
o The Ad does not address the informational query intent, but a user looking to build
their own fireplace box may be in need of other fireplace tools.

• Ads for search results from the following search providers: Ask, Yahoo, Google, or Bing.
o If the Ad is related to the query meaning/intent, the Ad should be rated as Fair.
o If the Ad is not related to the query, it should be rated as Bad.
▪ This guideline is only applied to these 4 search providers.
• You may see Ads that could be from other search providers. If the Ad is not from Ask, Yahoo,
Google or Bing it should be labeled with the most appropriate label. The above guideline
should not be applied.
o If the user specifies one of these providers in their query (ex. “google top iphone cases”) an Ad from the correct
provider should be labeled with the most appropriate label. The above guideline should not be applied.
o Some of these providers offer types of content other than search results (ex. Yahoo Sports, Yahoo News, Google
Play, etc.) When the Ad indicates it is from a non-search subpage of one of these providers it should be labeled
with the most appropriate label. The above guideline should not be applied.

Query Title Description URL Comment

all state All Auto Fast, Free All Auto Insurance Quotes USAutoInsuran The intent is to navigate to Allstate
mario coquis Insuranc Online - Save up to 50% Now! ceNow.com and find one specific agent. Ad is from
e a competing site. A user looking for an
insurance agent may be interested in
options from competitor companies.
sony dsch300 Sony - Save on Sony - Dsc-hx300. Free Shipping www.Amazon.c The Ad does not satisfy the query's
Dsc- Available with Amazon. om/Cameras intent to find the Sony DSC-H300
hx300 camera, but offers a similar Sony
product, a Cyber-shot Digital Camera
DSC-HX300.
714 levis on Levi's at Shop Levi's 715 Jeans for Women. Kohl's®: Kohls.com/Levi The Ad does not satisfy the query's
sale Kohl's® Orders Over $75 Ship Free! s transactional intent to find 714 Levi's
on sale, but offers a similar product -
Levi's 715 jeans for women.
surface pro3 New Buy New Surface Pro 4 Now! Starting At MicrosoftStore. The query has navigational,
Surface™ $899. Free Shipping. com/Surface- informational, and transactional
Pro 4 Pro-4 intents for Microsoft Surface Pro 3
tablet computers. The Ad is from
Microsoft's official website, however it
offers Surface Pro 4 tablets for sale
instead of Surface Pro 3 tablets. The
Ad does not satisfy the query's intent
to find Surface Pro 3 tablets but
instead offers a similar tablet.
50th birthday 50th 1000+ 50th Birthday Designs Buy T-shirts www.cafepress. The intent of the query is to find
party ideas Birthday & More to Celebrate! com information about 50th birthday party
Tees ideas. The Ad does not satisfy this
intent, but the user may also want to
purchase items related to throwing or
16
 attending the partys, such as a 50th
birthday tee. The query and Ad are
weakly related.
cape air Cape Air Find the Cheapest Airline Tickets! Cheap lastmin- The Ad's title and description address
Tickets Cape Air Flights. flights.com/Aeg the query's most likely transactional
ean-Airlines intent to book Cape Air flights. The
user could expect to find these flights
at lastmin-flights.com but not at the
Ad's Aegean Airlines subpage. This Ad
is relevant to the query and consistent
overall, except that the advertiser has
entered an incorrect subdomain.
Free Images Free Top questions and answers about Free ASK.com/image The Ad is relevant to the query, but
Images Images. Find 200 questions and answers s the Ad is for search results from
about Free Images at Ask.com ask.com.
Pumpkin pie Pumpkin Find results for the Best Pumpkin Pie Yahoo.com/Bes The Ad is relevant to the query, but we
recipe Pie Recipe - Yahoo.com t Pumpkin Pie can see it is from the search results
Recipe section of Yahoo from the Ad wording.
Baseball Looking Find the Latest scores for all your favorite sports.yahoo.co The query intent is to find baseball
scores for sports teams on Yahoo Sports. m scores. The Ad is broader than the
scores query, offering all sports scores.

Note this the Yahoo Sports subpage

rather than search results and should
be labeled with the most appropriate
label - Good
relaxing Stream Find the best songs for relaxation with play.google.co The query intent is to find relaxing
music for kids Calming Google Play Music. m/music music for kids, which could be in the
Songs form of cd’s, downloads or stream.
The Ad is offering to stream calming
music for everyone, and the user can
reasonably expect they will find music
for kids as well.

Note this the Google Play store page

rather than search results and should
be labeled with the most appropriate
label . - Good
When is When is Search for When is Thanksgiving – Find www.1and1.co The Ad matches the most likely intent
Thanksgiving Thanksgi When is Thanksgiving Now m/Thanksgiving of the query to find information about
ving the date for Thanksgiving. Its title,
description, and display URL are
exactly specific for Thanksgiving. -
Excellent

Note: The Ad text indicates this could

be a search provider – but it is not
Bing/Google/Yahoo/Ask.
apartments Apartme Find our Lowest Possible Price! Search for Shop411.com/ The user is looking for apartments for
for rent in nts Apartments. Apartments rent, but is not specific to Dallas. The
dallas language in the Ad indicates that the
Ad is offering apartments for sale.
Some users looking for apartments for
rent may be interested in comparing
rental vs. purchase.

17
 Remember: we do not research the
site to determine if they actually offer
apartments on the site.

Complementary products/services

Complementary Ads do not address the user’s intent, but may be of interest as they offer additional related products or services that
complement the product/service/information the user is interested in researching or obtaining.

• Think of these type of intents in terms of “If you are looking for X, you may also be interested in Y”

Query Complementary Product/Service Comment

2015 Jetta Car insurance A user in the market for a new car may
also soon be in the market for car
insurance.

Hotels Vancouver, canada Flights to Vancouver canada A user looking for hotels in Vancouver,
Canada may also be interested in flights
to Vancouver in planning their trip.

Is the S6 waterproof Samsung S6 phone This query is the type of information a

user might look for in advance of
purchasing a phone. The user might also
be interested in seeing offers for the
phone while they research.

Men’s suits Men’s Ties A user purchasing a new suit may also be
interested in related accessories like ties,
cufflinks etc.

• Judges should note that these types of relationships are not always reciprocal.

o A user searching for a hotel may be interested in finding restaurants to visit in the same geographic location, but a
user searching for restaurants is very unlikely to be interested in hotels in the same area.

o A user searching for information related to purchasing cars may be interested in information on car insurance, but a
user searching for car insurance is very unlikely to also be in need of information on purchasing cars.

• Note this exception for informational queries: When users are looking for reviews or comparisons, we can consider
shopping for the item a likely transactional intent. These types of example should be labeled Good. See the reviews
examples in the Good section.

Query Title Description URL Comment

technology in Really Good Find Classroom Tools and Products. www.ReallyGo The intent of the query is to look for
the classroom Stuff? Developed By Teachers for Teachers. odStuff.com information about technology in the
classroom. The Ad does not address the

18
 user intent but offers products
complementary to the user’s intent -
classroom teaching tools. A user
looking for information on how to use
technology in the classroom may be
interested in purchasing classroom
tools.
super mario Super Mario Play Classic Mario Games on the Go! Checkout.Nint The intent of the query is for Super
crossover Bros. on 3DS endo.com/Mar Mario Crossover, a fan made crossover
ioBros3 platform Flash game made by
Newgrounds (so not part of the
broader category of Nintendo Super
Mario games).The Ad does not address
the user intent, but offers a
complementary product - the official
Super Mario 3DS games. The user
might be interested in other Nintendo
games.
ecu vs unc ECU Football Buy East Carolina Football Gear! The ECU.Fanatics.c The intent of the query is to find
score Shop East Carolina Pirates Fan Shop. om/Football information about the score of a game
between ECU and UNC football. The
Ad does not address the user intent but
offers products complementary to the
user's intent - ECU football gear. A user
looking for scores for this team may be
interested in purchasing ECU fan
merchandise.
what is the Health Affordable health in 5 Minutes. Save allcoverageins The intent of the query is to find
Affordable insurance up to 70% Comparing Plans. urance.com information on the Affordable Care Act.
Care Act? 70% off The Ad does not address the user
intent but offers products
complementary to the user's intent -
low cost health insurance. A user
looking for information on the
Affordable Care Act may be interested
in shopping for low cost health
coverage.
packers beer Packers Shop Green Bay Packers Coolers! #1 Packers.Fanati The intent of the query is to find
cozy Cooler Source for Official Team Gear. cs.com Packer's related beer cozies. The Ad
does not address the user intent but
offers products complementary to the
user's intent - a Packer's cooler. A user
looking for Packer's beer cozies may be
interested in a Packer cooler to put
their beer in.
arcadia ca 9 Arcadia Want to save on Arcadia hotels? See Deals.OneTime The intent of the query is to find
airport Hotels our deals and book now. .com/Arcadia information about the Arcadia, CA
airport. The Ad does not address the
user intent but offers products
complementary to the user's intent -
hotels in Arcadia, CA. A user looking for
the Arcadia, CA airport may be in need
of lodging.
free android Amazon: Apps Great deals on Weather Apps! Amazon.com/ The Ad offers an alternative. A user
weather apps & Games - Amazon Appstore for Android. AppstoreDeals looking for free apps may also be
Great deals
19
 on Weather interested in pay versions – which may
Apps offer more options, ad free, etc.

Competitive Ads

A competitive Ad offers a similar product from a competitor brand or the correct product from an alternative merchant/site to the one
specified in the user’s query.

• Competitor offers may be of interest to the user so they can see what other purchase options are available. A competitor
product may be better suited to their needs or an alternative merchant may offer a better price etc.
• A competitive product must be similar to the one specified in the query – the product just being from a competitor brand is
not sufficient.
o QY: Ford F-250/Ad: Honda Accord – though Ford and Honda are competitors, the query is for a truck and the Ad is for
a sedan which are not similar products. An Accord would not be considered a competitive product to the F-250.

Query Title Description URL Comment

charter one Home Take Advantage Of Low Rates Now! TheEasyLoanSi The dominant intent of the query is to
bank Mortgage Rates Dropped To 2.88% (3.04% APR). te.com navigate to Charter One Bank. The Ad is
Refinance from a competitor bank offering a
common banking product - mortgage
refinancing.
Greenies Hip and Joint Support your dog’s joint health! Greenies.com/ The intent of the query is to shop for
freshmint Care Dental hip-joint- Greenies Freshmint dog dental chews.
dental Chews dental-chews The Ad offers a competitive product
from Greenies - hip and joint care
dental chews. These are two different
lines of Greenies products, so the Ad is
addressing a weakly related intent for a
similar set of products.
Sealy comfort Sealy Compare Mattresses & Find a Store www.Sealy.co The intent of the query is to search for
series Posturepedic® Near You at Sealy.com! m Sealy Comfort Series products and the
- Sealy.com Ad offers to compare mattresses in the
Sealy Posturepedic line. Research
shows that Posturepedic and Comfort
Series are two different lines of Sealy
products, so the Ad is addressing a
weakly related intent for a similar set of
products.
buzzen chat Chat in Your Chat Instantly with Sexy People. Enter www.SpeedDa The query intent is to navigate to a
rooms Zip Code Your Zip & Chat Now. te.com specific chat site and the Ad is from a
competing site.
Bbccom Watch Live TV Watch Your Favorite TV Channels. Free-TV- The query intent is to navigate to
100% Free. Online.TVvie.c BBC.com and Ad is from a site that
om provides similar products and could be
considered a competitor.
adidas Men's Adidas Up to 40% Off Men's Adidas Tennis www.Midwest The dominant intent is to navigate to
barricade Shoes Shoes. Free Shipping Sports.com Overstock and buy men’s Adidas shoes.
overstock Though the Ad is selling men’s Adidas
shoes it is not answering the
navigational intent and is from a
competing site.

20
 www.java.co Java Download Java - Latest Version Here – en.softonic.co The dominant intent of the query is to
m download Download Safe & Easy. m/java navigate to the official Java homepage
to download software. The Ad offers
the same product software from a
different website.
WebMD Anaphylaxis Anaphylaxis Symptoms. Discover and mayoclinic.org The dominant intent of the query is to
Anaphylaxis Symptoms Explore Answers. /anaphylaxis find Anaphylaxis symptoms at
symptoms webmd.com. The Ad offers the same
information from a different website.
craiglists.com Used Cars For Search 1000's Of Listings! Find The TheCarConnec The dominant intent is to navigate to
Sale Best Deals From Local Dealers. tion.com/Used Craigslist.com. The Ad is from a
_Cars competitor site offering a common
product – used car listings.
banana black Amazon Black Free Shipping on Qualified Orders. www.amazon. The query intent is for Banana Republic
friday ad Friday Deals com/blackfrida Black Friday Ads. The Ad is from a
y competitor site that provides similar
products.
surface tablet iPads iPads Starting at $299! Shop Now. www.apple.co The query intent is for a Surface tablet.
m/ipad The Ad offers a competitive product -
iPad.
Harley Suzuki GSX- Suzuki GSX-R750. Test drive yours www.suzuki.co The query intent is for a Harley
Davidson R750 today. m/motorcycles Davidson Street 750 motorcycle. The
street 750 Motorcycle Ad offers a competitive product -
Suzuki GSX-R750 motorcycle.
hp officejet Canon PIXMA Find Canon PIXMA Mx922 At Target™. www.target.co The query intent if for an HP Officejet
8610 printer MX922 Buy Online & Pickup In-Store! m/ 8610 printer. The Ad offers a
competitive product - Canon printer.

6.5 Bad
The Bad Ad has no relationship to the query: it is not about the right product / service / content.

• Bad Ads are so far off from the query intent that users will have no interest in them, and should not be displayed.
• When you label an Ad as Bad you are indicating:
o The Ad is unrelated to the user’s intent.
o No users would click the Ad.
o Displaying the Ad negatively impacts the user experience.
o It would be better to display no Ads, than to display this one.

• There is no relationship between query and the Ad.

• In some cases, the Ad mentions the search terms, but they have a totally different meaning than what the user intended.
• The Ad is so poorly formatted that is silly or embarrassing (this is often the case with template Ads, but not ALL template Ads)
• The user is required to first download a toolbar or a certain type of software to get an answer to the query leading to a poor
user experience. The intent of these types of Ads is for a user to install the vendor’s software and not to address the query.
o Note: This does not apply to all downloads, and not all download Ads will be rated Bad! Downloads that address user
intent (games, anti-virus, MP3 etc.) should be rated as per the guidelines. Examples of download Ads:

Download Examples:

21
Query Title Description URL Comment
Fox News Fox Read About Breaking News & Current www.Headline The intent of this type of Ad is for a
Business Events – Download Free Toolbar. Alley.com user to install the vendor’s software
News and not to address the query. - Bad
proverb 18 King FREE King James to Download Toolbar! w/ MyGuideToTh The intent of the query is for Proverbs
kjv James Bible Gateway & Bible Verse Finder! eBible.com 18 from the King James Version of the
Bible - Bible. The Ad is offering a King James
(KJV) Version of the bible, but the Ad
description shows the user would have
to download a toolbar first. - Bad
Driving Free Travel Easier With Easy Directions 100 % Quick- The intent of this type of Ad is for a
directions Online Free & Easy Toolbar Download. Directions.Tra user to install the vendor’s software
Maps nslatorBar.co and not to address the query.- Bad
m
evernote EverNote Download the free version of EverNote download89.c Note: The user is looking for a software
Downloa free om/evernote download so this Ad is relevant to the
d query, not Bad.

The most likely intent of the query is to

download Evernote but the Ad is
narrower than the query's intent.
Research shows that Evernote is
offered in both free and paid versions.
The Ad only offers the free version of
Evernote. - Good
Free photo Free Download photo editing software – Free! Download.CNe Note: The user is looking for a software
editing photo Fast and Easy! t.com/photo- download so this Ad is relevant to the
software editing editing query, not Bad.

The most likely intent for the query is

to download free photo editing
software. The Ad is offering the user
what they are looking for with the
same level of specificity as the query. -
Excellent
Games to Awesom Download tons of games -- check 'em out www.egames. When a user specifies or most likely
play online e Puzzle com/puzzle/ wants online games – downloads are
Games still considered a likely intent, not a
mismatch that should be labeled Bad.

It is important to note that “online”

(played in a browser) and “download”
(must be downloaded to the user’s
device) are different types of games.
We consider downloads to be a likely
intent for queries where the user most
likely wants or specifies “online”
games. - Good

Mixed Bad Examples:

22
Query Title Description URL Comment
clopay Building Mukilteo building supplies. Call us today at elliottbaymeta The query intent is to find a company in
building Supply (425) 312-1926! lfabricatinginc. a specific location. Ad location does not
products com match the one specified in the query.
company
livermore
my computer What Is Get Better Answers & References on Ask.com The query intent is to find information
is dialing out My Ask.com. Try Asking Now! on why a computer is dialing out. The
Compute Ad is offering information on “what is
r my computer” which is unrelated to
the query intent.
Clay Aicken Save at Low prices on popular products. Qualified www.amazon. The query intent is to find information
Amazon. orders over $25 ship free com on or music by “Clay Aicken”. Ad does
com not mention Clay Aiken or any products
related to Clay Aiken. There is no
relationship between the Ad and the
query intent.
madden What Is Get the Best Answers Faster at Ask.com. Ask.com The query intent is to find a game
online Online Try It Now! online. The Ad title “What is online”
does not address the query intent.
groundhogs Jenny Official Site. Get Started Today! JennyCraig.co The query intent is for information on a
diet Craig Personalize Your Diet Plan. m/Diet groundhog's diet. The Ad offers a diet
Diet program for humans. The Ad mentions
Program the search terms, but they have a
totally different meaning than the user
intended.
curbside Curbside Find the lowest price! Best deals on stucco.com The Ad is silly and embarrassing since
composting Recycling Curbside Composting Neighborhood. “curbside composting neighborhood”
neighborhoo isn’t a purchasable entity.
d Cambridge
childhood Compare Find the Best Value on Vaccines and Save www.NexTag.c The Ad is silly and embarrassing. The
vaccine Prices at Big. Get NexTag Sellers' Lowest Price! om site indicates it offers vaccines for sale.
schedule NexTag Vaccines are not products a user can
purchase directly themselves, but
something they must acquire through a
medical provider.
amazon $25 Unlimited Talk, Text, Data, INT'L Text, ptel.com/$25 The query intent is to look for the
kindle on Unlimite MMS. Nationwide LTE Network. Amazon Kindle app for an Android
android d Phone phone. The Ad offers phone plans.
phones There's no reason to believe the user is
Plan
looking for phone plans.

tm 3.5 mr Buy Find Folgers? Fresh Breaks? Coffee Today www.folgersco The query intent is to find a 3.5 qt
coffee pitcher Single In A Grocery Store Near You! ffee.com/Fres replacement pitcher for a Mr.Coffee
replacement Serve h-Breaks machine they already own (which
research shows is actually an iced tea
Coffee
pitcher). Also note the user is looking
for a replacement pitcher. Even if the
query was for a replacement pitcher for
a coffee maker, there's no reason to
assume the user is looking to buy
coffee.

23
 CIGNA Find a Finding a Cigna Dentist Was Never So Easy. www.1800den The query intent is to find the CIGNA
Pension Plan Cigna Search By Zip Code! tist.com/Cigna pension plan phone number. The Ad
Phone Dentist Dentists offers Cigna dentists. Even though both
Number the query and Ad contain the term
Cigna, a user looking for pension plans
doesn’t want information on dentists.

6.5.1 Inconsistent Ads

Inconsistent Ads fall into three categories:

• Ads which are misleading and try to trick the user into believing they are visiting a different site than the one advertised.
• Ads where inconsistencies result in the user not being confident of reaching their desired content.
o These are both poor user experiences and should be rated as Bad.
• Ads where the Ad is relevant and consistent, except the advertiser chose an inconsistent subdomain.
o These Ads are likely to be relevant to the user and we do not want to remove them entirely from the Ad pool, but
rate them lower than relevant Ads with better construction.
o These Ads should be rated Fair.

Query Title Description URL Comment

broken tail Fractured We have all the information you need. www.everyday The Ad title is relevant to the QY but the
bone tailbone Learn everything about the endocrine health.com/en description and URL refer to an unrelated
system docrine topic. The user would not be confident of
reaching the correct topic. - Bad
pnc Pnc Com Open an Online Bank Account Free Checks, www.BankTec The Ad title is relevant to the query, but
ATM & More h.com the URL shows the Ad is for an unrelated
site to the one offered in the title which
is misleading and inconsistent. - Bad
Labels Labels Save On Labels at Grainger. Helping You www.grainger. This Ad is relevant to the query and
Get it Done Since 1927. com/Lubricati consistent overall, but the advertiser has
on entered an incorrect subdomain. - Fair

6.6 Adult Query/Ad Checkboxes

We want to collect labeling information on queries and Ads that are adult in nature. The “Query is Adult” & “Ad is Adult” checkboxes
allow us to identify queries and/or Ads that are adult in nature.

• You should label every Ad for relevance. If the query and/or Ad are adult, apply the appropriate checkbox.
o Examples of types of adult queries/Ads, include but are not limited to:
▪ Adult products (sex toys, X-rated DVDs, etc.)
▪ Sexually explicit content to view/stream/download
▪ Hook-up sites (ex. adultfriendfinder.com)
▪ Cheating sites (ex. ashleymadison.com)
▪ Adult film actors/actresses

24
Query Title Description URL Query is Ad is Comment
Adult Adult
Yes Yes The QY and Ad are adult. Met art is
Hottest erotic photos a site featuring sexually explicit
Metart and nude art. content. Ad is for the exact site and
Official Featuring the sexiest www.met- each Ad part matches specificity. -
met art Website nude women! art.com Perfect
America’s Most Yes Yes The QY and Ad are adult as they are
Trusted Source for for an adult product (sex toy). The
Adam & Eve Cock Rings. Order AdamEve.co Ad offers the exact product the user
cock rings Cock Rings Yours Online Now! m wants. – Excellent
live sex cams Yes Yes The QY and Ad are adult as both
pertain to sexually explicit content.
The Ad text indicates specifically
female models. There are also sites
Live Sex Cams - 100% featuring male models. The Ad
Cams.com - Nude Cam Girls are addresses the intent to find cams,
Live Sex Cams Stripping Live on Web but is narrower than the QY. --
(100% Nude) Cams! Cams.com Good
sex dolls Yes Yes The QY and Ad are adult as they are
Suki™ Sex Doll · Best for an adult product (sex toy). The
Quality · Best Prices · Ad offers one specific model –
#1 Sex Doll - Free DHL Express asexdoll.co which is narrower than the QY. –
Sili Doll ® Shipping m Good
free full porn Yes Yes The QY and Ad are adult. The QY is
movies for sexually explicit content and the
Looking for Naughty Ad is for a hookup site. However,
Fun? Meet Hot Locals XXXMatch.c while both are adult, they are not
Meet for Sex for Sex! om relevant to each other. – Bad
chat room for No Yes This query is somewhat ambiguous,
women but doesn’t have a dominant adult
intent – a side search returns many
We Have Too Many non-adult options. The Ad is adult,
Women Looking to as it offers a hookup site. Research
100% Free Hookup. Men Join FreeHookup shows one possible intent is sites
Sex Hookups Free for Today Only! Affair.com for finding women. - Good
sex toys Yes No QY is for adult toys. Ad is for non-
Toys adult toys. Ads for adult toys would
Clearance – Get Up to 40% Off usually specify that in the Ad. The
Huge Spring Today! Compare ShopSales.u user will not find sex toys through
Sale Prices & Deals on Toys s/Toys this Ad. - Bad
enzyte No No The QY and Ad are for male
enhancement pills – which aren’t
Save On 2016's Best considered adult (neither would
Zytenz Selling Male Zytenz.com/ contraception, personal lubrication
Official Site – Enhancement Pill! 100%- etc.). The Ad offers a competitor
Zytenz.com Fast & Free S/H Guarantee product to the query. - Fair
adult friend Yes Yes User is looking for a specific site.
finder The Ad offers a different site
offering a similar service. The
wording tries to capitalize on the
more well-known site from the QY,
Find adult friends and but it doesn’t actually try to trick
Adult Friends meet for no strings www.iCrush the user by pretending to be that
Personals encounters. Join Free. es.com site. - Fair
25
 6.7 Unsure
This category is used for any Ads that do not belong to any of the above mentioned ratings AND meet the following criteria .

If an Ad is not relevant to the query, it falls into the Bad rating, even if it meets the criteria for Unsure Ads outlined below.

The Unsure rating is applied in the following scenarios:

➢ Ads missing URLs

o These are Ads missing the entire URL, displaying as "AdDisplayURL", etc.
▪ Truncated URLs are not considered errors.
▪ URLs missing the top level domain (.com, .net, etc.) are not considered errors.
➢ The entire query cannot be understood.
o If the query cannot be understood we cannot assign the Ad one of the above mentioned ratings.
➢ The query and/or the Ad contain foreign language terms.
o Foreign words cannot be understood and relevance cannot be determined, so we cannot assign one of the above
mentioned ratings.
➢ The Ad is for a foreign language website.

Query Title Description URL Comment

book a flight Save 70% Book Your Flight Today! Use code: The Ad's title and description offer
calling united on flights CallCenter15 flights that are related to the query but
airlines the Ad's URL is missing. - Unsure
kelley blue Used Own the Volvo You Always Wanted! AdDisplayURL The Ad’s title and description offer
book used Volvos Search Vehicle Inventory Now. Volvo cars that are related to the query
cars but the Ad’s URL displays as
“AdDisplayURL”, indicating it is missing.
- Unsure
?????? ???? Severe Find Facts, Symptoms & Treatments. Lifescript.com/ The query cannot be understood and
???? Skin Severe Skin Itching Help. Health we cannot determine user intent. -
Itching Unsure
yerli blue Blue Big Savings for Blue Asters. Find Low Prices www.PriceMac The query includes a foreign language
Asters: at Price Machine! hine.com term that cannot be understood. -
Cheap Unsure
snow atv Snow Atv Great deals on parts from top online www.exava.co The query includes foreign language
piezas barata merchants. m terms that cannot be understood. -
Unsure
Puerco pibil Tasty Scrumptious Mexican Recipes To Make KraftRecipes.c Though in Spanish, this query refers to
Mexican Any Meal A Success With Kraft! om the name of a dish with many English
Recipes language recipes available. - Good
Juegos.com Juegos Chatea y haz amigos jugando online. www.mundiju The query is for a website written in
Gratis en Registro Gratis! egos.com Spanish, and the Ad is also written in
Flash Spanish. - Unsure
pamela Pamela Instant-Address, Phone, Age & More Advanced- The Ad matches the query’s
arsenault Arsenault Pamela Arsenault- Search Now People- informational intent to learn about a
(Found) Search.com/Pa person named Pamela Arsenault. The
mela Ad is narrower in specificity as it only
offers basic contact information and
does not encompass all types of
information the user may be looking

26
 for. Note truncated URLs are not
considered errors. - Good
dr david Buy David Jeremiah Study Bible 70% Off. Free David.Stuccu.c The query has multiple intents and
jeremiah David shipping, in stock. Buy now! om/HotDeal buying a study Bible by Dr. David
Jeremiah Jeremiah is a likely intent. Although the
Study Ad’s title is incomplete and missing the
word "Bible", we can see it still
matches this likely intent. This is an Ad
quality issue; therefore we rate for
relevance and check the “Ad Quality
Issue” checkbox. Note we do not
consider truncated URLs as errors. -
Good + Quality Issue Checkbox
cnet.com Work At Though the description contains an
Home Gain Access To A Work At Home Job www.consume incomplete sentence, we can see the
Moms Paying As Much As $87 An rsearch.com Ad has no relevance to the query. - Bad
michael Are you See what others will see about you. Get www.identity The Ad addresses the query’s
slossberger Michael? security monitoring alerts. informational intent to find available
information on this name, but is
broader in specificity to include all
people named Michael. Note we do not
consider URLs missing the top level
domain as errors. - Good

7 Ad Quality Issues
We want to collect labeling information for both Ad relevance and Ad text quality. The Ad Quality Issue Checkbox allows us to identify
Ads with text quality issues without impacting our measurement of relevance.

• The Perfect to Bad ratings indicate how relevant an Ad is.

• The Unsure rating indicates the query and/or Ad cannot be understood well enough to apply a relevance rating.
• The Ad Quality Issue Checkbox is applied to indicate an Ad has text quality issues.
o In the majority of cases judges can understand what these Ads are offering and provide a relevance rating regardless
of text quality issues in the Ad.
o These Ads should be labeled for relevance, in addition to selecting the “Ad Quality Issue” checkbox.

The Ad Quality Issue checkbox is applied in the following scenarios:

➢ Note these are only some types of examples. This list is not exhaustive and you may encounter other types of Ad quality
issues.

➢ Poor quality Ads

o Severe misspellings within the Ad (title, description, URL) that affect the understanding of the Ad, and might
discourage a user from clicking the Ad.
▪ If the error does not impact user understanding or would not be noticed by most users, do NOT apply the Ad
quality issue checkbox.
• Ask yourself: Would most users notice the error? Can the term still be easily understood? Is it the
type of term that is commonly or easily misspelled?
o If most users would not notice the error – do NOT apply the Ad quality issue checkbox.
o Misspellings of proper names and brand names.
▪ These are always considered errors.

27
 o Junk characters.
▪ Not all junk characters will affect the understanding of an Ad. Use your best judgment in determining if the
characters would significantly impact the user’s experience. If the characters would not impact the user
experience - do NOT apply the Ad quality issue checkbox.
• Note that Copyright symbols “©” may instead display as question marks “��”, “®”. These should
be ignored. Do NOT apply the Ad quality issue checkbox.
o Sentences that make the Ad text difficult to understand: such as incomplete sentences and sentences that include
terms inserted from the query or the Ad itself in a way that makes the sentence difficult to read or nonsensical at first
glance.
o Ads where the title, description, URL do not stand as independent entities.
o Ads with repeated words or phrases in the title or description.

➢ In short: things users would notice = Ad quality issue checkbox vs. things users wouldn’t notice = no error.

Query Title Description URL Comment

luxor hotel Luxar Research Las Vegas Hotels, Las Vegas LasVegas.TripA The name of the hotel is misspelled as
las vegas Hotel Las Deals, and Las Vegas Attractions! dvisor.com/Lu 'Luxar' in the Ad's title. When
Vegas xar correcting for this error, we can still
understand the Ad’s title offers the
exact hotel. The rest of the Ad is a
more general template, but the user
can see from the Ad’s title and URL that
the Ad is for the exact hotel they want.
- Excellent + Quality Issue checkbox
neat scanner Neet Save On Neet Office Scanners. Free walmart.com/ The name of the brand in the Ad's title
Scanner Shipping Site To Store. Scanners is misspelled as "Neet". When
At correcting for this error, we can still
Walmart understand that the Ad matches the
most likely intent of the query. -
Excellent + Quality Issue checkbox
ginivitis Gingeviti Find Facts, Symptoms & Treatments. Lifescript.com/ The query intent is to find information
s Gingevitis Help. Health about Gingivitis. The Ad and query
match in specificity. The Ad offers
Gingivitis facts, symptoms, treatments,
and help which should include all of the
types of information for which a user
might be looking.

The Ad's minor spelling error of

“gingevitis” is a common misspelling of
the word “gingivitis” that most users
will overlook. - Excellent
the walking Season 5 Season 5 Walking Dead Full Episodes Free. alot.com/seas The Ad addresses a weakly related
dead season Walking Try your search on alot.com! on-5-walking- intent for season 5 of this show.
one Dead dead-full
The Ad missing the word “The” in the
title of the show is a minor error that
most users would overlook. - Fair
used buik Used (Recommended) -- CarsDirect.com®. CarsDirect.co The query intent is to shop for used
cars forsle in Cars �� Choose From Over 1,326,969 Listings m/Used-Cars Buick cars in Sacramento. The Ad
scramento

28
 Sacrame broadens the specificity from used
nto Buick cars to all used cars.

The symbols in the Ad's title are

considered a minor error therefore the
Ad is not poor quality. - Good
Top rated KitchenAi “Keep+++Food++Fresher Longer with Sears.com The Ad contains a significant number of
rerigerators d%%% KitchenAid%Refrigerators***Today! junk characters, impacting the user’s
ability to read the Ad and most likely
leading them to feel the Ad is
suspicious - due to poor quality of Ad
text. When correcting for these issues,
we can still understand that the Ad
addresses the most likely intent for
refrigerators with a narrower level of
specificity - offering one brand. - Good
+ Quality Issue checkbox.
splinter cell Splinter Search for Splinter Cell+cheats+ps2 Look wow.com/Spli The Ad matches the query's intent to
cheat codes Cell+chea Up Quick Results Now! nter find Tom Clancy's Splinter Cell cheat
ts+ps2 Cell+cheats+ps codes, but narrows the specificity to
2 only PS2. Note the symbols in the Ad’s
title and description are minor errors
that do not affect the understanding of
the Ad. - Good
samsung Samsung Bargain Prices. Smart Deals. Deals on Shopzilla.com The query intent is to buy a specific
pedestal By Samsung By! Samsung product. The Ad is offering a
“Samsung By” which is not a real
product. While the word “By” does not
mean anything in the Ad title or
Description and makes the Ad title
appear incomplete, we can correct for
this error and still understand that the
Ad offers a broader category of
Samsung products. - Good + Quality
Issue checkbox.
kenneth cole Kenneth Deals on Kenneth Cole In. Top Shoe Styles, KennethCole.B The query intent is to find information
Cole In Low Prices. eso.com on the designer or brand. While the
word “In” is used in a way that does
not make sense, we can correct for this
error and still understand that the Ad is
narrower than the query, offering only
Kenneth Cole shoes. - Good + Quality
Issue checkbox.
Knit dresses and knit Find Clothing Deals Today and knit on Sale www.private- The intent is to shop for knit dresses.
offer.com While the word “and” is not used
properly in the title and description,
when correcting for this error, we can
understand that the Ad addresses the
query with a broader specificity for all
types of knit clothing. - Good + Quality
Issue checkbox.
hera Goddess Search for Goddess Marriage Hera Look wow.com/God The Ad uses the terms “Goddess
Marriage Up Quick Results Now! dess Marriage Marriage Hera” in a way that does not
Hera Hera make sense and would affect the
understanding of the Ad. When
correcting for this error, we can
29
 understand the Ad matches the most
likely intent for information about
Hera, the goddess of marriage. -
Excellent + Quality Issue checkbox
chicago Security Academy. Chicago Call To Register. Start A www.securityt The Ad’s title runs into the description
security Guard New Career. Today. rainingconcept so these do not stand as independent
training Training s.us entities. We can still understand the Ad
is narrower than the query as it offers
only one security guard training
academy in Chicago. - Good + Quality
Issue checkbox
Best Tablet Best Save On Tablet Computers. Free Shipping walmart.com/ The Ad's title of "Best Tablet Tablet
PC's Tablet Site to Store. Tablet_PCs PC" contains unnecessary word
Tablet PC repetition, but the Ad matches the
query’s most likely intent to shop for
tablet pcs. - Excellent + Quality Issue
checkbox
hawaii $363 Find Autumn Flights to Hawaii Now. Travelzoo.com The Ad addresses a likely transactional
Cheap Compare Flights up to 80 Off! /Hawaii query intent to book travel to Hawaii
Hawaii but the Ad text is poor quality. Its
Flight description is missing a symbol so that
the user cannot tell whether 'Compare
Flights up to 80 Off' means 80 percent
off or 80 dollars off. - Good + Quality
Issues checkbox

8 Query / Ad Copy Considerations

When you review an Ad, you need to consider the entire Ad; title, description and URL. When reviewing a query, you need to decide if
the query could fit into a particular category e.g. Names, Locations etc.

8.1 Name Searches

Query Title Description URL Comment

Katy Perry KATY PERRY The official website of Katy Perry www.katyperr The Ad addresses the dominant
// Official y.com navigational intent of the query to visit
Website // the official website of famous singer
Katy Perry. - Perfect
Katy Perry Amazon.com: Visit Amazon’s Katy Perry Store. www.amazon. The query has multiple possible intents
Katy Perry com/Katy- - such as purchasing Perry products,
Perry watching videos, streaming music or
finding news, gossip, biographies etc.
about the singer. The Ad addresses a
likely intent to purchase Perry
products. - Good
Katy Perry We Found Get Katy Perry Phone, Address, www.whitepag The Ad addresses a likely intent to find
Katy Perry Photos & more. Free and accurate! es.com/KatyPe information on non-famous people
rry with the name Katy Perry. - Good
Jane Meyers We Found Current Address, Phone, and Age. www.peoplefi The Ad addresses the most likely intent
Jane Meyers Find Jane Meyers, Anywhere nders.com/ to find information on individuals
named Jane Meyers. The Ad is
narrower in specificity as it only offers
basic contact information and does not

30
encompass all types of information the
user may be looking for. - Good

31
 8.2 Location
Below please find examples of some of the most common issues involving location.

8.2.1 Location and Product Specific Queries

Query Title Description URL Comment

Buy books Buy Low Prices on Millions of Books. Free www.Amazon. The query intent is to buy books in
Seattle Books at Shipping on Qualified Orders! com/books Seattle. The Ad matches the intent to
Amazon buy books but does not match the
location intent. The Ad is broader than
the query, as it will accommodate all
locations, not just Seattle. - Good
Buy books Buy Up to 30% new, 90% off used. Free 2-day www.amazon. If the query is location-specific and the
seattle Textbook Shipping w/ Prime trial com/Textbook Ad addresses the query's intent but
s at s not the location and specificity, then
the Ad should be labeled as Fair.
Amazon
The query intent is to buy books in
Seattle. Ad is narrower in specificity
(textbooks vs. all books) and broader in
location (All Locations vs. Seattle). - Fair

This approach is only applicable when

the QY includes a location. Please
compare to example below.
Buy books Buy Up to 30% new, 90% off used. Free 2-day www.amazon. The Ad offers one type of book
Textbook Shipping w/ Prime trial com/Textbook (textbooks), which is narrower in scope
s at s than the query. - Good
Amazon

kindercare in Day Care Minnesota's Free Day Care Finder. Find ParentAware.o The query intent to find information
brooklyn Ratings High Quality Early Learning. rg/Find- about KinderCare in Brooklyn Center,
center Daycare MN. The Ad is broader in specificity (All
day care providers vs. KinderCare) and
broader in location (All of Minnesota
vs. Brooklyn Center). - Fair
vital records Order Order Online - Overnight Delivery. Fast ExpressVitals.c The query intent is to obtain Des
des moines Birth Official Vital Statistics om/CertifiedO Moines vital records. The Ad is
Certificat rder narrower in specificity (birth
certificates vs. vital records) and
e
broader in location (all locations vs. Des
Moines). - Fair

8.2.2 Location and Travel Intents

If a query is a location, one likely intent of the query is implied as travel.
• This does not apply when the query has a specific intent such as looking for a specific item or service in a location.
Travel includes :
Hotels, restaurants & bars, theme parks, museums, historical sites, tourist attractions, guided tours, cruise lines, travel agents

32
 Query Title Description URL Comment
chicago, il This query can have multiple intents;
100 one of which is travel. The Ad provides
Hotels in Book your hotel in Chicago online. Save up www.booking. the user with information on how to
Chicago to 50% on your reservation. com/Chicago book a hotel in Chicago. - Good
statue of The Ritz- Experience Club Level Comfort At The Ritz- RitzCarlton.co The query is for a popular tourist
liberty Carlton Carlton Hotels of NY. m/NewYork attraction. User may be interested in
Hotels lodging in the area. A tourist attraction
is treated differently than a
geographic location (see above
example). - Fair
Pool Cleaning The query has a specific intent, to
Chicago IL locate a pool cleaning service in
Chicago. The Ad provides the user with
information on booking hotels within
the Chicago area which does not match
the intent of the query. Although
Chicago is mentioned both in the query
100 and the Ad, it does not create a
Hotels in Book your hotel in Chicago online. Save up www.booking. relationship between the Ad and query.
Chicago to 50% on your reservation. com/Chicago - Bad
Kailua Save up to 25% off Hawaii Hotels When Research shows the query intent is to
tourists stay You Book Through TripAdvisor. look for a news story about too many
away tourists flocking to Kailua, which is a
favorite destination for President
Cheap Obama. The Ad is offering hotel
Hotels booking in Hawaii. Though it matches
Near TripAdvisor.co in location, there is no relationship
Hawaii m/Hawaii between the Ad and query. - Bad
south TripAdvis Hotels, Attractions, Dining. Reviews, Though the Ad does not mention the
america or Ratings, and More. specific location it is from a travel site.
Official A user can access travel information for
www.TripAdvis their desired location from this Ad. -
Site
Good
or.com

8.2.3 Location Accommodating Ads

Location accommodating Ads are Ads that do not address a specific location mentioned in a query. The Ad is useful to a user regardless
of the location of the user.

Query Title Description URL Comment

Though the Ad is does not mention
commercial Commercial Outdoor Grills At Houston, a user in Houston would click
grills outdoor Commercial Wholesale Prices. Stop Paying Retail DirectBuy.com on this Ad and find what they are
houston Outdoor Grills and Save Now! / Grills looking for. - Good
auto air Though the Ad does not mention the
conditioner specific location it is from a national
repair ann provider. A user can access the
information regardless of where they
arbor FirestoneCom
are located in the country. - Good
Stay Cool This Schedule an AC Performance Check at pleteAutoCare.
Summer Your Local Firestone. Act Fast. com

33
 8.2.4 Nearby Locations
When users specify a location, Ads offering the sought after product, business or content in nearby locations may weakly related to the
query.

• A location in a 25 mile radius of the requested location should be considered weakly related to the query.
o Radius should be determined by measuring the distance from location to location using a mapping site, such as
Bing maps.
▪ For example: for the example below, if we map these two locations we can see Bellevue is within a 25
mile radius of Seattle.

• For projects in International Markets, please consult your PM for guidance on market specific treatment of location.

Query Title Description URL Comment

The Ad is offering hotels in a nearby
booking.com/ location to the one sought by the user.
15 Hotels in Half-Price Hotels. Book your Hotel in Bellevue- Bellevue is less than 25 miles from
Hotels Seattle Bellevue WA Bellevue WA Hotels Seattle, so weakly related. - Fair

8.3 Market
➢ For target language Ads we do not take market into account when determining the correct label.
o Target language Ads should be labeled per the guidelines and not downgraded based on market.
▪ For EN-US, for example, this includes all other English speaking markets (United Kingdom, Canada, New
Zealand, South Africa, etc.).
o For instructions on how to treat foreign language Ads, please see the Unsure section.

Query Title Description URL Comment

hotels The Ad offers exactly what the user
HotelsCombin wants and matches the specificity of
Book ed.co.uk/Save- the query. The UK URL does not change
Hotels Online Save Up To 80% On Accommodation. On-Hotels the label. - Excellent
The Amazing The Ad addresses a likely intent to
Spider-Man 2 skystore.com/ stream the requested film. The use of
The Amazing Rent Online Instantly For £4.49. No Amazing- UK currency does not change the label.
Spiderman 2 Subscription. Join & Watch Now. Spiderman-2 - Good
amazon Amazon.co.uk The title and URL indicate the user will
- Amazon UK® Huge Selection and Low Prices Free www.amazon. land on the official homepage and the
Official Site UK Delivery on Eligible Orders co.uk description is suitably general. - Perfect
34
 8.4 URL Research

If the Ad offers “x” then we assume that the advertiser is truthful. You should trust that the advertiser sells what they are offering
in their Ad.

• Do not research the URL to determine if the site carries this type of product.
• Do not visit the URL to determine if the site carries the specific product.
• Research is needed only for a limited number of scenarios, such as determining competitive relationship and questions of
location.

Query Title Description URL Comment

need a great Free Snapper Get Your Perfect Recipes Here. Daily RecipeTips- The query has a most likely
snapper Recipe Tips Additions, Meal Planner & More! Now.com informational intent for snapper
recipe recipes. The Ad's title offers Snapper
Recipe Tips which appears to satisfy the
most likely query intent. The rest of the
Ad is a more general template, but the
user can see from the title that the Ad
is for the exact product they want.

There is no need to research the site.

Label based on the Ad text. - Excellent
BING Mapquest Enter Address & Location. Get Maps GetMapDirecti The Ad's title and description offers a
DIRECTIONS Map & & Driving Directions. (Recommended) ons.com competitive service to the queried one
Directions - for Mapquest directions - but the Ad's
URL is for a different site, which is
confusing and inconsistent.

There is no need to research the site.

The fact that the URL is for a different
site than advertised in the title is
considered misleading and a poor user
experience. - Bad
www.phoenix Top 10 Online Compare the 10 Best Online Colleges OnlineColleges The query is a URL query with a specific
.edu Colleges! NOW. See Courses, Ratings & .buybst.com.c navigational intent. The Ad does not
Reviews! om satisfy this intent, but could reasonably
be expected to provide info on the
desired school from an alternative
source.

There is no need to research the site.

Label based on the Ad text. - Fair
Survival Life Survival Life We Have Tried Survival Life. Guess Survival-Life- The query has a most likely
Scam SCAM? What We Found Out. .com informational intent to find out if the
product Survival Life is a scam. The Ad's
title, description and URL match the
specificity of the query.

There is no need to research the site.

Label based on the Ad text. - Excellent

35
Maternity Hottest Shop all dresses. Find your style Hottopic.com/ The user is looking for maternity
dresses Dresses today. dresses dresses. The Ad offers dresses, but is
not specific to maternity dresses.

There is no need to research if the site

actually sells maternity dresses. Label
based on the Ad text. - Good
5 inch spiked Women's Free Delivery & Free Returns! www.footlock The user is looking for women’s high
women’s high Shoes er.com heeled shoes. The Ad offers the
heels broader category of women’s shoes.

There is no need to research if the site

actually sells high heels. Label based
on the Ad text. - Good
Audi dealers Knopf Audi Knoft Automotive - search our new Knoftaudi.com The user is looking for Audi dealers in
pittsburgh inventory. Pittsburgh, PA. The Ad is for an Audi
dealer in Allentown, PA, which is more
than 25 miles from Pittsburgh.

There is a need to research this site, to

determine if the dealer is local to the
requested area. This is a location
mismatch. - Bad
princeton, nj Top rated Restaurant List in Kingston,NJ. www.yellowpa The Ad is offering restaurants in a
restaurant restaurants ges.com/resta nearby location to the one sought by
urants/kingsto the user. Kingston, NJ is less than 25
n-nj miles from Princeton, NJ, so weakly
related.

There is a need to research this site.

Label based on the location included in
the Ad text. - Fair
taco stop Tacos Y Mas Home of Street Tacos. Online www.tacosym The user is looking for Taco Stop in
dallas Dallas Ordering! asdallas.com Dallas, TX. The Ad offers a competitor's
taco restaurant in the same location.

There is a need to research this site.

Label based on the location included in
the Ad text. - Fair
Bbt bank Fifth Third Find Out How You Can Earn $200 By www.53.com/ The user is looking for BBT bank in
concord nc Cash Offer Opening a Checking Account at 5/3! 200 Concord, NC. The Ad offers checking
accounts from a competitor that
operates in this region.

There is a need to research this site.

Label based on the location included in
the Ad text. - Fair

9 Mixed Rating Examples

36
Query Title Description URL Comment
delta airlines Delta® - Delta Offers Low Fares And Non-Stop www.Delta.com The query has a dominant
Official Site Flight Options. Book Online Today! navigational intent for the Delta
airlines site. The Ad is for the home
page of the official site for the query.
- Perfect
chevrolet Chevrolet Check Out All Features and Specs. Plus www.Chevrolet. The query intent is to find a specific
tahoe Tahoe Site Find Pricing & Current Offers. com/Tahoe car model, the Ad title, description
and URL are all specific to that car
model; they are from the official site
and subpage for the product. -
Perfect
happy Happy Cheap Prices and Huge Selection. Happy www.Calibex.co The query intent is to find a specific
navigator Navigator Navigator on Sale! m tricycle. The Ad is offering the tricycle
and the Ad has the same level of
specificity as the query. - Excellent
green card Green Card Apply for Replacement Green Card. USImmigrationS The query intent is to replace a green
replacement Replaceme Replace Lost or Stolen Green Card. upport.org/Gree card. Though the Ad is answering the
nt nCard query with the same specificity, it is
not from the official site. - Excellent
hidden object Free Hidden Free Full Version Games. No www.playfin.co The most likely intent is hidden
Object Registration Required. Play Free. m object games. The Ad title is offering
Games the exact product the user wants.
Even though the rest of the Ad is a
more general template, the user will
be confident of getting the exact
product requested. - Excellent
free Free Download Ringtones to Your Cell Phone. ChillRingtones.c The most likely intent for the query is
ringtones Ringtones Get it Right Now! No Fees om downloading free ringtones. The Ad is
(Download) offering the user what they are
looking for with the same level of
specificity as the query. - Excellent
Baby Model Baby Model The CuteKid Contest Judged by Pro TheCuteKid.com The query intent is to find a baby
Search Contest! Agents. Enter a Photo to Win! model search. The Ad is offering the
same. Specificity of Ad and query
match. - Excellent
Dating Sites Match.com Start Now For Free. See Today's New www.match.com The Ad answers the most likely intent
Online Profiles! to visit an online dating site. The Ad is
Dating - #1 offering exactly what the user is
looking for, but a generic query like
in Dating
this will not have a Perfect match.
Sites. The Ad is not narrowed to any
specific age or interest. For this type
of query, the user would expect Ads
for specific dating sites. - Excellent
Shoes Shop The Find New Styles & Classic Designs. www.Vans.com The Ad answers the most likely intent
Largest to shop for shoes. The Ad offers one
Vans single brand of shoes, which is
narrower than the query. For this
Selection
type of query the user would expect a
broad selection of shoe styles and
brands. - Good
Oregon Black Rock Drive-Thru Coffee Franchise on the www.blackrockc The query intent is to find coffee
coffee shops Coffee Bar Cutting Edge of the Industry offeebar.com shops in Oregon. The Ad offers one

37
 chain of coffee shops with several
locations in Oregon. However, there
are many chains and independent
coffee shops throughout the state.
The Ad is narrower than the query. -
Good
autozone Auto Parts Find Auto Parts Stores in Your Area yellowpages.co The query has multiple intents and
Store Imports, Aftermarket, Performance m one of those is store locations for the
auto parts company Autozone. The
Ad is offering location information.
The specificity of the Ad is narrower
than that of the query. - Good
baytown Baytown TX Want Baytown seafood restaurants? LocalGuides.com The query intent is to find
seafood Seafood Trusted yellow page deals! /TX_Restaurants information on the Baytown
Houston Dining restaurant in Houston. The Ad is
broader, offering information for
Baytown restaurants in all of Texas. -
Good
audio driver Audio Download Audio Drivers. Instantly Audio- The query intent is for a specific
that can work Driver Update Audio Drivers. Drivers.DriverUti driver. The Ad is broader, offering
with win xp Download lities.com drivers in general. The Ad is offering
service pack 3 the right set of products. - Good
for hp
compaq
presario
c758la
DeKalb Find Your No Charge Fee! Jail Inmates Search. Jails- The query has multiple intents and
county jail Jail View Jail Inmates Information Now. Locator.Com locating inmates in the jail is one
Inmates? likely intent. - Good
blogs on Medical Compare Medical Practice Management MedicalPracticeS Research shows that the query is
practice Practice Systems. Find Deals Here ystem.BuyerZon about medical practice management.
management Systems e.com The query intent is to find blogs that
systems have information about the topic.
Though the Ad is not from any blogs
it is offering some of the information
that the user would get from blogs. -
Good
all weider Weider Cheap Prices and Huge Selection. www.Calibex.co The query intent is to find a specific
gym systems Systems Weider Systems on Sale! m model gym and the Ad is more
pr0 4100 general about the brand. The Ad’s
specificity is broader than that of
query. - Good
fargo, nd Cheap Book Low Rates On Fargo Hotels. www.KAYAK.co The query has multiple intents and
Hotels in Compare 100s Of Travel Sites At Once. m hotels are a likely intent. The Ad
Fargo specificity is narrower than the query.
- Good
bank of Bank of The Nearest Location for Bank of www.Yellowise.c The query has multiple intents and
America America America, Find Here. om branch locations are a likely intent.
The Ad is providing branch location
information. The Ad is narrower in
specificity than the query. - Good
2012 honda Honda Civic 400+ Auto Merchants. Deals on Honda Shopzilla.com/A The query has multiple intents for a
civic 2012 Civic 2012! utomotive 2012 Honda Civic. The Ad offers deals
on the 2012 Honda Civic. - Excellent

38
 Remember: we do not research the
site to determine if they actually offer
cars on the site.

sesame sesame Shop and find Toys Deals sesame street www.winbuyer.c The query is Sesame Street and the
street# street and and elmo on Sale om most likely intent is information
elmo about the show. The Ad is offering
toys which are a likely intent. The Ad
is narrower than the query. - Good
blog talk Streaming Choose from Dozens of Talk Radio www.RadioRage. The query intent is to find blog radio.
radio Talk Radio Stations - Listen Free Now! com The specific query is not mentioned
in the Ad. The Ad is offering the
general category to which the query
belongs. - Good
Girl games Download Download girl games, choose any! www.girlgamesf The most likely query intent is to play
Free Girl orfree.net/ games for girls online. It is important
Games - Big to note that “online” (played in a
collection browser) and “download” (must be
of brand downloaded to the user’s device) are
new games different types of games. We
consider downloads to be a likely
intent for queries where the user
most likely wants or specifies
“online” games. - Good
online photo Photo Download our award-winning photo www.nchsoftwa The query intent is for an online
editor Editing editing software for PC or Mac free re.com/photopa photo editor. The Ad offers a similar
Software d product, but it is for download, not
an online editor. - Fair

When a user looks for online

products, similar non-online products
are weakly related. Except in the case
of online games as shown below.
Plants vs Plants vs 100% free download. Easy setup. GuFile.com/Plan The query has multiple intents and
Zombies Zombies Download Plants vs Zombies now. ts-vs-Zombies downloading a copy of the game is
online one likely intent. - Good
How to grow Rose Plants Quality Rose Plants at Great Prices, BuyGardenPlant A user looking for information on
roses For Sale Come See What We Mean! sOnline.com how to grow roses may also be
interested in purchasing roses to
plant. - Fair

Transactional Ads are weakly related

to primarily Informational queries.
Except in the case of
review/comparison queries as
shown below.
Galaxy Gear Samsung Samsung Galaxy Gear At Best Buy® + www.bestbuy.co The query has multiple intents and
review Galaxy Gear Free Shipping. Shop Now m/Samsung shopping for the Samsung Galaxy
Gear “smart watch” is one likely
intent. - Good
surface vs Microsoft Buy Surface or Pre-Order Surface 2. Microsoftstore.c The query has multiple intents and
ipad Surface Compare Models and Order Now! om/New-Surface shopping for a Surface tablet is one
Tablets | likely intent. - Good
Microsoftst
ore.com

39
university Free 100% Free! Print, Save, Download. OperatingAgrmn Research shows multiple intents for
center Operating Operating Agreement w/ e-Sign. t.RocketLawyer.c the query, such as finding operating
operating Agreement om agreements related to specific
agreement universities and finding agreement
forms that could be used at this type
of facility. The Ad addresses this
intent and is broader, including all
types of operating agreements. -
Good

maslow's Maslow A Low Prices on Millions of Books. Free www.Amazon.co The query intent is to find a specific
hierarcy of at Amazon Shipping on Qualified Orders! m title by the author Abraham Maslow.
needs The Ad is offering the author’s books
without mentioning the query.
However the user would reasonably
expect to find the book on the site. -
Good
coobie Bare Official Site. Shop 3000+ Styles of www.BareNeces The most likely transactional intent of
nursing bra Necessities Name-Brand Intimate Apparel. sities.com the query is to shop for a Coobie
nursing bra but the Ad is broader
than the query's intent. The user
would reasonably expect to find the
bra on the site. - Good
Hilton Virginia Lowest price guaranteed on VA beach www.goldkeyvac The query intent is to find a specific
Virginia Beach for hotels – only $119 a night ations.com Hotel in Virginia Beach. The Ad
beach $119 matches the location and the intent
to find hotels but does not match
intent for the specific hotel
mentioned in the query. - Good
Seattle Drugstores See our listings of drugstores in Drugstores.com/ The query intent is to find drug stores
drugstores in WA Washington! WA in Seattle. The Ad is broader offering
drugstores in Washington which
would include Seattle. - Good
VW Commonwe 1 (877) 649 3985. Lawrence MA www.vwcommo The Ad addresses the most likely
alth Volkswagen Dealer. New, Preowned & nwealth.com/ intent to shop for VW vehicles, but
Volkswagen Certified VW. the Ad is narrower in specificity than
the query, as the user hasn’t
specified a location and the Ad only
addresses one location - Lawrence,
MA. - Good
can i get Image & ClipArt - Pictures Image & ClipArt Search www.bing.com/c The Ad is relevant to the query, but
picture of a ClipArt lipart the Ad is for search results from
girl running Search bing.com. - Fair
from children
bowflex Bowflex Compare Prices at Yahoo! Shopping shopping.yahoo. The most likely intent is to buy the
xtreme Xtreme Bowflex Xtreme At Low Prices com bowflex extreme. The Ad is
answering the most likely intent with
the same specificity as the query.

Note - this is the shopping, not search

part of Yahoo. - Excellent
biker patches biker Compare Prices at Yahoo! Shopping shopping.yahoo. The most likely intent is to buy biker
patches biker patches At Low Prices com patches. The Ad is offering the user
exactly what they are looking for.
40
 Note - this is the shopping, not search
part of Yahoo. - Excellent
Map Quest Driving GPS Devices For You To Explore. Shop www.dealtime.c The query intent is to navigate to
driving Directions And Compare Prices. om Mapquest and get directions. The Ad
directions is offering a device that would
provide the same service. - Fair
armed forces Military Military Loans $500-$10000. Low Rates www.PioneerMil The query intent is for a specific
bank Loans - Fast Approvals. Apply Now! itaryLoans.com bank. The Ad is from a different bank
which is a competitor. - Fair
online ti-83 TI-83 Find Great Deals on TI-83 Graphing www.Calibex.co The query intent is to locate an online
graphing Graphing Calculators and Calculator Guides! m/TI-83- calculator. The Ad is a similar
calculator Calculator Calculator calculator that the user would have
to purchase and is not an online
calculator. - Fair
blackberry BlackBerry® Find More, Know More, Do More. BlackBerry.com The query intent is to find the radio
radio Smartphon BlackBerry Pulls It All Together. app and the Ad is selling the actual
es phone. The Ad and query have
different intents but they are weakly
related. - Fair
2013 toyota New Dynamic Design, Fuel Efficient With www.ToyotaDea The query intent is to find the 2013
camry Toyota® Powertrain Warranty. Get a Quote! ler.com year version of the car and the Ad is
Camry offering a new car. The Ad intent and
the query are different but weakly
related. - Fair
harvest moon Video Find Video Games for less. eBay - it's www.ebay.com/ The query has a specific navigational
tale of two Games on where you go to save. video-games intent to visit the Harvest Moon: The
towns fogu eBay Tale of Two Towns page at fogu.com.
The Ad is from a different website
that does not satisfy the query's
specific navigational intent. Since
users interested in finding
information about how to play this
video game may also be interested in
purchasing the game and other
games like it, the query and Ad are
weakly related. - Fair
canton ohio Free Phone Find Anyone’s Phone Number Instantly - reverse-phone- The query intent is to find
white pages Number Fast and Easy. searching.com information on a specific location
phone book Search from the white pages phone book.
The Ad is from a competitor site. -
Fair
Arizonahome New Homes Several Floor Plans to Choose From. StandardPacificH The query intent is to find a specific
sinternational in Arizona View Location, Prices, Photos Now. omes.com/Arizo real estate company and the Ad is
na from a competitor. - Fair
adp ezlabor Paychex® For personalized, quality service Unlike www.Paychex.co The query intent is for a specific ADP
Payroll any other payroll provider m/Payroll product. The Ad is for a competitor’s
Services product. - Fair
Port of Miami Port of Continuous Free R/T shuttle! 1 mi to www.airportpar The query intent is to find hotels. The
hotels Miami port. Secure garage parking kfly.com Ad offers a parking lot in the same
bayside $7/day area which may be of interest to
some users since not all hotels offer
free parking. - Fair
searche Ask a 27 Lawyers Are Online! Current Wait www.JustAnswe The query intent is to find
incident to Lawyer Time: 17 Minutes r.com/law information on the legal document.
lawful arrest Online The Ad is not addressing the query.
41
 The Ad description indicates that user
is not likely to get the information
right away they have to wait 17
minutes to talk to a lawyer. This is a
bad user experience. - Bad
myspace 2.0 NexTag - Get the Best Value for Products. Find www.NexTag.co The query Intent is to find layouts for
layouts Cheap NexTag Sellers' Lowest Price! m a specific version of Myspace. The Ad
Prices does not mention layouts or anything
else related to the query. - Bad
5 innovative Hospitals Search Open Hospitals Jobs in your Career- The query intent is to find
hospitals Jobs – area. Apply now! Hound.com information on hospital projects; it is
project Hiring not related to jobs. The Ad is using
the word hospital in a different
context. - Bad
Nightclubs in Seattle Find Seattle night clubs, lounges & Yellowpages.co The query intent is to find night clubs
Nashville Night Clubs dance clubs in your zip code. m in Nashville. The Ad is presenting
night clubs in Seattle. There is a
location mismatch. - Bad
Adopt a pet Adopt Pick a Pet, Feed, Play, Care for It & www.Guffins.co The query intent is to find
Bellevue Virtual Pets More. Fun, Easy & 100% Free! m information and location for adopting
a pet in Bellevue. The Ad is for virtual
pets. The Ad intent does not match
that of query. - Bad
Plumbers Plumbers Since 1976, Top Plumbing Services. Call www.sicariplum The query intent is to find plumbers
kent Wa 818-273-1842, 24 Hour Service bing.ybsites2.co in Kent WA. The Ad is listing a phone
m number from LA. This is a location
mismatch. This Ad’s phone number
should be researched to determine
the service area. - Bad
Miami Marriott Marriott.com – The Official Site of Marriott.com/Mi The query has a dominant
Marriott Miami Marriott Hotels. Book Online Now. ami navigational intent to visit the official
site for Marriot hotels located in
Miami. The Ad is from the official
site, and the Ad title and URL indicate
the correct location. - Perfect
Miami miami miami Marriott. Stay at Marriott Miami Marriott.Reserva The most likely query intent is to find
Marriott Marriott Book Online and Save! tionCounter.com a Marriott hotel in Miami. Though
the title and description indicate the
correct hotel and location, the Ad is
not from the Marriott Official Site. -
Excellent
Miami Marriott Book at Marriott's official site for www.marriott.c The most likely query intent is to find
Marriott Hotels guaranteed Marriott.com om a Marriott hotel in Miami. The Ad
does not mention the location. The
Ad is broader than the query intent
by offering all locations of Marriott
Hotels. - Good
Ugg Boots on Ugg Boots Shop UGG Boots - Up to 50% Off. Free www.Nordstrom The most likely intent is to find Ugg
sale Sale Shipping on UGG Orders! .com/UGG boots at a discounted price. The Ad
offers exactly what the user wants. -
Excellent
Ugg Boots on UGG Boots Free Shipping on All Orders. www.Zappos.co The most likely intent is to find Ugg
sale - Huge m/Ugg-Boots boots at a discounted price. The Ad
does not specify that the site offers
Ugg boots on sale, but the user could

42
 Selection of reasonably expect that this site
UGG Boots! would offer some of their Ugg boots
at a discounted price. The Ad is
broader than the query. - Good
hobo Hobo Latest Fashions and Styles on Sale Hobo www.Calibex.co The Ad title and description address a
Internation International Bag on Sale! m/Clothing likely transactional intent of the
al Bag query to shop for Hobo International
bags. Note this is not an incorrect
subdomain, as clothing and
accessories are often in the same
department. - Good
concealed Concealed Concealed Carry Vests 70% Off. Free Concealed.Stucc The Ad matches the query's intent to
carry clothing Carry Vests shipping, in stock. Buy now! u.com find concealed carry clothing but
narrows the specificity to only vests. -
Good
hotels in the +hotels Trusted Hotels, Great Deals & Real www.TripAdviso The query intent is to book hotels in
bluefield wv Reviews. Find deals, Book Now! r.com Bluefield, WV. The Ad broadens the
area specificity to all hotels.

The plus sign in front of the title of

hotel has so little impact on the user
Ad experience that it should be
disregarded. - Good
can you You Bleach Search Can You Bleach False Teeth. Visit informationvine. The Ad matches the query’s
bleach false False Teeth & Look Up Quick Results Now! com/False Teeth informational intent to learn about
teeth bleaching false teeth. Note the title
missing “Can” is a minor error that so
this is not a poor quality Ad. -
Excellent
mirrors With Want Deals for With Mirrors? Save www.Calibex.c The query intent is to buy mirrors.
Mirrors: on Everything for Your Home! om/Home-and- The Ad is offering “Deals for With
Cheap Garden Mirrors” which is not a real product.
The word “With” does not mean
anything in the Ad title or
Description, which makes the Ad title
and description appear to be
incomplete. When correcting for
these errors, we can still understand
the Ad addresses the query’s most
likely transactional intent to shop for
mirrors. - Excellent + Quality Issue
checkbox
blood meal Blood Meal Up To 70% Off Blood Meal Blood Meal blood- The Ad addresses the query's most
Sale . Compare And Save meal.compare99 likely transactional intent to purchase
.com/ blood meal powder, however the
Ad's description unnecessarily
repeats the words 'blood meal' which
is an Ad quality issue. - Excellent +
Quality Issue checkbox
Diabetic Diabetic Official Site. 1 Year For $16 & Get 2nd DiabeticLivingOn The query intent is to shop for
cookbooks Living® Year Free. Limited Time! line.com/Subscri diabetic cookbooks. The Ad offers a
Magazine - be subscription to Diabetic Living
Official Site. magazine, which would provide
content similar and weakly related to
a diabetic cookbook. The words
'Official Site' are repeated in different
43
 Ad components therefore this Ad is
not poor quality. - Fair
maui condos Maui Condo Maui Condo Rentals as low as per Maui.FlipKey.co The Ad addresses the query's most
Rentals Night. Save Today! m likely transactional intent to rent
Maui condos but the Ad text is poor
quality. While the description is
incomplete, which may be confusing
to a user, we can still understand that
it offers condos for rent. - Excellent +
Quality Issue checkbox
albert Albert Albert Einstein Shirt 70% Off. Free Albert.stuccu.co The Ad addresses a likely
einstein Einstein shipping, in stock. Buy now! m/Deal transactional intent of the query with
Shirt a narrower level of specificity,
offering “Albert Einstein Shirt” in the
title and description. Truncated URLs
are not considered errors. - Good
home Home Fast & Free Home Insurance Quotes. AdDisplayURL The Ad's title and description offer
insurance Insurance We Shop 35 Carriers. You Save Big! home insurance quotes that are
rates by zip Quotes - Home InsuranceBusiness AutoAbout related to the query but the Ad's URL
code clermontins UsHealth Insurance displays as "AdDisplayURL". - Unsure
uranceagen
cy.com

10 Glossary
Query (QY) A search term (a word or group of words entered by a user)

Intent What the user was looking for when they entered the query for example a website to receive information
or a website to purchase a product.
Core Concept The main idea being searched for within a multiple word query; for example - “men’s track shoes”. The
core concept is “shoes”.
Attribute This is a word that modifies the query by limiting its meaning; for example - if a query is “gloves” and you
add “baseball” (baseball gloves), it narrows the definition of the query and helps define user intent.

44