Ads Evaluation Rater Hub

8/18/2019 Ads Evaluation Rater Hub

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_i> T'-"+-9 F'9/ .'*+-9 #(+"/0 Q -"," =%. &.1( +;13", ()" P."1(:%;L ="3) ,-() %.+3 ).,()>? ,-3 7)3& (*,3*,0 C):1 1#:8", :1 8:9:8"8 :;(% 2%., ;%=='&'2+ +;13", ,+;A"1ZH:11+(:12+$(:%; Y:@"#=0 H:11+(:12+$(:%; F%11:/#"0 C)" 1#:8", +##%31 =%. (% ";(", + ,+(:;A +(+;= B%:;( /= &%9:;A ()" &+,@", +#%;A ()" 1$+#"> S%9" ()" &+,@", (% ()" +BB,%B,:+("

,+(:;A /+1"8 %; =%., "9+#.+(:%; %2 ()" #+;8:;A B+A"> ZY:@" /"2%,"0 ()" #:((#" ,"8 2#+A8:1+BB"+,1 3)"; =%. )+9" 1"#"$("8 + ,+(:;A>[ *"&"&/", (% ,"9:"3 ()" (+1@:;1(,.$(:%;1 2%, $,:(",:+ 2%, "+$) ,+;A"0 +;8 ()+( ()"1" +," 8:22",";( 2,%& ()%1" +BB#:"8(% ()" +8 $,"+(:9">


15/75

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,+(:;A 3:() 1#:8",1 Zc-%3 8% J ,+(" .1:;A + 1#:8",Td +;8 c!)+( :2 J ;"9", 1""& (% .1" +

$",(+:; B+,( %2 ()" 1#:8",Td[>

_k> 5,@@/-* 2,Z Q 4;(", =%., $%&&";(1 :;(% ():1 /%R>

*"&"&/",0 =%. +#1% 1(:## )+9" ()" %B(:%; (% $#:$@ ()" c

g.((%; :1 ";+/#"8D E%. $+; 1./&:(D

E%. 3:## +.(%&+(:$+##= ,"$":9" =%., ;"R( (+1@ %;$" =%. $#:$@ 3$45%+ >


16/75

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>/'07: !" 6-#*0)7*+,-#

H.,:;A =%., (:&" +1 +; 78 6.+#:(= *+(",0 =%. 1)%.#8 "RB"$( (% ";$%.;(", 1"9",+#8:22",";( (+1@ (=B"1 :; ()" +8 ,+(:;A 1=1("&> J;1(,.$(:%;1 +," +#3+=1 +$$"11:/#" +(

()" (%B %2 +## (+1@1> C)" &%1( $%&&%; (+1@ (=B" :1 ()" 1"+,$) +8 "9+#.+(:%; +;8:;1(,.$(:%;1 2%, ():1 (+1@ (=B" +," :;$#.8"8 /"#%3> C)"1" :;1(,.$(:%;1 +," :8";(:$+# (%()%1" 2%.;8 %; ,-3 +7(/39(*3)K B> ?"7 -.J3 *", &3./ ,-3 +7(/39(*3) )(*23 ,-3 J3&)("* /.,3 9(),3/ .8"J3L ?"7 '7),2.&3>799? &3./ "& &3J(3# .99 (*),&72,("*) 83>"&3 &.,(*+K

7 .1", P.",= :1 ()" 1"( %2

@"=3%,81 ()+( + .1", ";(",1 :;(% ()" K%%A#" 1"+,$) ";A:;"> !)"; ,+(:;A + 1"+,$)+80 B",2%,& ()" 2%##%3:;A 1("B1L

_> *"9:"3 ()" K%%A#" 1"+,$) ,"1.#(1 B+A"0 (,= (% .;8",1(+;8 ()" .1", P.",=0+;8 2%,& +; %B:;:%; +/%.( 3)+( ()" .1", )%B"1 (% +$$%&B#:1) /= .1:;A +1"+,$) ";A:;">

`> U1" ()" "9+#.+(:%; $,:(",:+ 2%.;8 :; ()" 2%##%3:;A :;1(,.$(:%;1 (% +;+#=\" +;+89",(:1"&";( +;8 ()" +89",(:1:;A "RB",:";$" ()" .1", 3:## )+9" :2 )" %, 1)"$#:$@1 %; ()" +8>

User Intent 7; .;8",1(+;8:;A %2 ()" 7)3& (*,3*, :1 ;"$"11+,= (% +$$.,+("#= ,+(" + 1"+,$) +8>

C)" .1", :;(";( :1 3)+( ()" .1", )%B"1 (% +$$%&B#:1) /= .1:;A ()" K%%A#" 1"+,$)";A:;"> I%(" ()+( .1",1 .1" ()" 1"+,$) ";A:;" (% #%%@ 2%, + 9+,:"(= ():;A10 +;8 ()","+," &+;= .1", :;(";(1>

Queries with Multiple Meanings J2 + P.",= )+1 &.#(:B#" &"+;:;A10 B#"+1" $%;1:8", ()+( +## &"+;:;A1 $+; /" B#+$"8%; + 1B"$(,.& /"(3""; B#+.1:/#" &"+;:;A1 +;8 ):A)#= :&B#+.1:/#" &"+;:;A1>!)"; +;+#=\:;A +; +89",(:1", %22",:;A0 $%;1:8", 3)+( &"+;:;A ()" +89",(:1", .1"1+;8 3)"," :( 2+##1 +#%;A ():1 1B"$(,.&> C):1 3:## )"#B =%. 8"(",&:;" ()" +BB,%B,:+("1"+,$) +8 ,+(:;A>

Plausible Meanings J2 + P.",= )+1 1"9",+# B#+.1:/#" &"+;:;A10 :( :1 :&B%,(+;( (% $%;1:8", ()"& +##> J2 +;+89",(:1", +11.&"1 + B+,(:$.#+, &"+;:;A :; +; +8 %, %; + #+;8:;A B+A"0 +;8 :( :1 +,"+1%;+/#" &"+;:;A0 +11.&" ()+( :1 ()" &"+;:;A ()+( ()" .1", :;(";8"8>


17/75

"(

*"2", (% ()" 2%##%3:;A "R+&B#" (% /"((", .;8",1(+;8 B#+.1:/#" &"+;:;A1L

U1", P.",=L m O+9+ n

C):1 P.",= $%.#8 ,"2", (% +; :1#+;80 $%22""0 %, + $%&B.(",#+;A.+A"> !:() ;% +88:(:%;+# :;2%,&+(:%; +9+:#+/#"0 :( :1 :&B%11:/#" (%

1+= 3):$) &"+;:;A ()" .1", :;(";8"8> 781 ()+( ,"1B%;8 (% +;= %2()"1" &"+;:;A1 +," +$$"B(+/#" 1:;$" +## (),"" &"+;:;A1 +,","+1%;+/#= B#+.1:/#">

Possible but Unlikely Meanings J2 +; +8 %, #+;8:;A B+A" +11.&"1 + &"+;:;A ()+( :1 B%11:/#" /.( ;%( 9",= #:@"#=0 ():1+ )32"*/.&? (*,3&%&3,.,("*> 7; +8 %, #+;8:;A B+A" ()+( +88,"11"1 %;#= +1"$%;8+,= :;(",B,"(+(:%; %2 ()" P.",= :1 A:9"; + #%3", ,+(:;A ()+; +; +8 ()+(

+88,"11"1 + B#+.1:/#" &"+;:;A> U1" ()" 3'"12;-&> ?2+'&7&'+-+%12 1= @$'&> 2#+A :;():1 $+1"> K";",+##=0 ,+(" +; +8 %, #+;8:;A B+A" ()+( ,"1B%;81 (% + 1"$%;8+,=:;(",B,"(+(:%; ;"A+(:9"#=>

*"2", (% ()" 2%##%3:;A "R+&B#" (% /"((", .;8",1(+;8 B%11:/#" /.( .;#:@"#= &"+;:;A1L

U1", P.",=L m B+,:1 n

!):#" ()"," +," + ;.&/", %2 $:(:"1 $+##"8 F+,:10 .;#"11 ()"," :1 1%&","+1%; (% ():;@ ()+( %;" %2 ()" 1&+##", $:(:"1 :1 &"+;(0 + P.",=

&";(:%;:;A F+,:1 :1 B,%/+/#= ,"2",,:;A (% F+,:10 V,+;$"> 49"; :2 ()" +8 :1 %()",3:1" + A%%8%;"0 ,+(" :( %; ()" ;"A+(:9" 1:8" %2 ()" 1$+#" +;8 .1" ()" 3'"12;-&>?2+'&7&'+-+%12 1= @$'&> 2#+A>

Implausible Meanings J2 +; +8 %, #+;8:;A B+A" +11.&"1 + &"+;:;A ()+( :1 $%&B#"("#= :&B#+.1:/#"0 (,"+( :(

+1 $%&B#"("#= 3,%;A +;8 $)%%1" + 9",= ;"A+(:9" ,+(:;A> H% ;%( .1" ()" 3'"12;-&>?2+'&7&'+-+%12 1= @$'&> 2#+A :2 ()" &"+;:;A :1 $#"+,#= :&B#+.1:/#">

*"2", (% ()" 2%##%3:;A "R+&B#" (% /"((", .;8",1(+;8 :&B#+.1:/#" &"+;:;A1L

U1", P.",=L m B+,:1 n

C)" P.",= B,%/+/#= ,"2",1 (% ()" $:(= %2 F+,:10 V,+;$"> J2 +;+89",(:1", :;(",B,"(1 ()" &"+;:;A (% /" B#+1(", %2 B+,:10 :( :1 +#&%1($",(+:;#= ;%( +88,"11:;A ()" .1", P.",=> U1" + 9",= ;"A+(:9" ,+(:;A>

Misspelled Queries U1",1 %2("; &:11B"## P.",:"1> !)"; "9+#.+(:;A + P.",=0 :2 :( :1 $#"+, 3)+( ()" .1",

&"+;10 +;8 ()" &:11B"##"8 9",1:%; %2 ()" P.",= )+1 ;% &"+;:;A0 :A;%," ()"&:11B"##:;A>


18/75

")

7;+#=1:1 :1 &%," 8:22:$.#( :2 ()" P.",= +BB"+,1 (% /" + &:11B"##:;A0 /.( ()"&:11B"##"8 9",1:%; )+1 + .;:P." &"+;:;A> V:,1( $%;1:8", ()" P.",= +1 ()" .1",";(","8 :(0 +;8 ()"; $%;1:8", :2 :( &+= /" &:11B"##"8> J2 +89",(:1",1 ,"1B%;8 (%&:11B"##:;A10 ,+(:;A1 &+= ;""8 (% /" +8O.1("8>

*"2", (% ()" 2%##%3:;A "R+&B#" (% /"((", .;8",1(+;8 &:11B"##"8 P.",:"1L

U1", P.",=L m A%%8;:A)( &%%& n

C)"," :1 + 2+&%.1 $):#8,";G1 /%%@ $+##"8 A11;2%8B+ C112D J( :1 9",=B%11:/#" ()+( ()" .1", &"+;1 (% (=B" m A%%8;:A)( &%%; n /.( (=B"1 mA%%8;:A)( &%%& n :;1("+8> -%3"9",0 ()"," :1 +$(.+##= + ;%9"# (:(#"8A11;2%8B+ C11'> !):#" ()" ;%9"# :1 P.:(" %/1$.,"0 :( &:A)( /" 3)+(()" .1", 3+;(1>

Advertiser Responds to Actual Spelling in Query J2 ()" +89",(:1", +11.&"1 ()+( ()" P.",= :1 $%,,"$( +1 :( 1(+;81 Z:; ()" "R+&B#"+/%9"0 +11.&"1 ()" .1", &"+;( m A%%8;:A)( &%%& n[0 (,"+( ()" +89",(:1",G1 P.",=:;(",B,"(+(:%; +1 +$$"B(+/#"> E%. 3%.#8 ()"; ;""8 (% 8"$:8" 1"B+,+("#= )%3B,%&:1:;A ()" +8 %, #+;8:;A B+A" +,">

Advertiser Responds to a Plausible Correction of Spelling in Query J2 ()" +89",(:1", +11.&"1 ()+( ()" P.",= :1 &:11B"##"8 +;8 +88,"11"1 + $%,,"$("89",1:%; %2 ()" P.",= Z:; ()" "R+&B#" +/%9"0 +11.&"1 ()+( ()" .1", &:1(=B"8 +;8

&"+;( mA%%8;:A)( &%%-n[0 O.8A" 2%, =%.,1"#2 3)"()", ():1 3+1 + A%%8 +11.&B(:%;>J2 =%. ():;@ :( 3+1 + ,"+1%;+/#" +11.&B(:%;0 ()" +8 +;8 #+;8:;A B+A" +," (,"+("8 +1:2 ():1 3"," ()" .1", :;(";(> H%;G( &%8:2= =%., 1$%,"1 (% +$$%.;( 2%, ()" 1B"##:;A$%,,"$(:%;0 +;8 8%;G( .1" ()" 3'"12;-&> ?2+'&7&'+-+%12 1= @$'&> 2#+A>

Advertiser Responds to a Possible but Unlikely Correction of Spellingin Query J2 ()" +89",(:1", +11.&"1 + $%,,"$("8 1B"##:;A ()+( =%. ():;@ :1 B%11:/#" /.( ;%( 9",=#:@"#=0 ():1 :1 + )32"*/.&? (*,3&%&3,.,("*> 7; +8 %, #+;8:;A B+A" ()+( +88,"11"1%;#= + 1"$%;8+,= :;(",B,"(+(:%; %2 ()" P.",= :1 A:9"; + #%3", ,+(:;A ()+; :2 :( )+8

,"1B%;8"8 (% + #:@"#= %, B#+.1:/#" &"+;:;A> C)" 3'"12;-&> ?2+'&7&'+-+%12 1= @$'&> 2#+A &.1( /" .1"8> 7; +8 %, #+;8:;A B+A" ()+( ,"1B%;81 (% + 1"$%;8+,=:;(",B,"(+(:%; :1 A";",+##= ,+("8 ;"A+(:9"#=>

Implausible Spelling Correction J2 ()" +89",(:1",G1 :;(",B,"(+(:%; %2 ()" P.",= :1 /+1"8 %; + $%&B#"("#= .;,"+1%;+/#"+11.&B(:%;0 (,"+( :( +1 $%&B#"("#= 3,%;A +;8 A:9" :( + 9",= ;"A+(:9" 1$%,"> C)"3'"12;-&> ?2+'&7&'+-+%12 1= @$'&> 2#+A :1 ;%( .1"8 :; ():1 $+1">

?%;(:;.:;A 3:() ()" B,"9:%.1 m A%%8;:A)( &%%& n "R+&B#"0 /%() P.",=:;(",B,"(+(:%;1 +," ,"+1%;+/#"> C)" %;#= 3+= (% @;%3 ():1 :1 (% ,"1"+,$) ()" P.",=+;8 +;+#=\" )%3 ()" +89",(:1", :;(",B,"(1 :(>


19/75

"*

Queries for which a Reasonable Ad is Impossible g" $+,"2.# :; ()"1" $+1"1p,+(" ()" +8 +;8 #+;8:;AB+A" +$$%,8:;A (% )%3 3"## ()"= +$(.+##= ,"1B%;8 (% ()" P.",=0 +;8 8% ;%( 3%,,=+/%.( )%3 )+,8 :( 3%.#8 /" (% 1)%3 +; +BB,%B,:+(" +8 2%, ()+( P.",=> H% ;%( A:9"

+; +8 B%1:(:9" ,+(:;A1 :2 + /"((", +8 2%, ()" P.",= $+;;%( /" 8"(",&:;"8 %, :2 :(1""&1 #:@" :( 3+1 + A%%8 (,=> *+(" :( B%1:(:9"#= %;#= :2 :( +88,"11"1 ()" P.",= :;(";(>J2 ()" P.",= :;(";( $+;;%( /" 8"(",&:;"80 ()" +8 &.1( /" ,+("8 ;"A+(:9"#=> V%,"R+&B#"0 + P.",= %2 m 333 n %, m 3)"; 8:8 n :1 ;%( $%&B#"(" ";%.A) (% 1",9" +B,%B", +8>

Unrateable Queries J; 1%&" ,+," $+1"10 + P.",= &+= +BB"+, ()+( :1 ()" ,"1.#( %2 +; ",,%, :; )%3 ()"(+1@ 3+1 +88"8 (% ()" "9+#.+(:%; 1=1("&> V%, "R+&B#"0 + P.",= &+= +BB"+, :; ()":;$%,,"$( ,+(:;A #+;A.+A"0 %, + P.",= %2 O.&/#"8 $)+,+$(",1 &+= +BB"+, ()+(0 +2(",,"1"+,$)0 )+1 ;% 8:1$",;:/#" &"+;:;A> H% ;%( +(("&B( (% B,%9:8" 7? %, YF ,+(:;A1

2%, P.",:"1 #:@" ():1> J;1("+80 .1" %;" %2 ()" 2#+A1 B,%9:8"8 :; ()" 6.",= V#+A1"$(:%;> C)"1" 2#+A1 +," %;#= B,"1";( %; ()" 2:,1( B+A" %2 + J2 =%. +," .;2+&:#:+, 3:() ()" #%$+(:%; :; ()" &+B0 =%. $+; \%%& :;+;8 %.( %2 ()" &+B (% 2+&:#:+,:\" =%.,1"#2 3:() :(> M;%3:;A ()" +BB,%R:&+(" #%$+(:%;3)"," ()" P.",= 3+1 ";(","8 &+= )"#B =%. 8"$:8" )%3 ,"#"9+;( ()" 78 ?,"+(:9" %,Y+;8:;A F+A" :1 (% + .1",> V%, 1%&" +810 @;%3:;A ()" #%$+(:%; 3:## ;%( &+@" +;=8:22",";$">

When Location Matters

Location Mismatch Between Query and Approximate Query Location J2 ()" P.",= $%;(+:;1 A"%A,+B):$+# :;2%,&+(:%;0 =%. 1)%.#8 .1" ()" :;2%,&+(:%;+9+:#+/#" :; ()" P.",= :;1("+8 %2 ()" &+B0 "1B"$:+##= :2 ()" (3% $%;2#:$(> V%,

"R+&B#"0 :2 ()" P.",= :1 mB:\\+ :; ;"3 =%,@n0 /.( ()" &+B :;8:$+("1 Y%1 7;A"#"10B:\\+ ,"1(+.,+;(1 :; Y%1 7;A"#"1 +," + /+8 ,"1.#(>

Query Specifies a Location but Ad Does Not J2 + P.",= 1B"$:2:"1 + #%$+(:%;0 (+@" :( :;(% +$$%.;( 3)"; "9+#.+(:;A ()" +8> C):1 ,"1"+,$) :1 ,"P.:,"8 /"2%," =%. $+; $)%%1" +;

78 ?,"+(:9" ,+(:;A 1$%,">

U1", P.",=L m B:\\+


20/75

#+

-%3"9",0 :20 .B%; .1:;A ()" #%$+(:%; 2:;8", %; ()" 1:("0 ()"," +," ;%#%$+(:%;1 3:():; + ,"+1%;+/#" 8:1(+;$" %2 V%, "R+&B#"0 :2 ()" P.",= :1 m B:\\+ n +;8 ()" +8 :1 2%, + B:\\+ ,"1(+.,+;( :; g+,1(%30?+#:2%,;:+0 +11.&" ()+( ()" .1", 3+1 :; g+,1(%30 ?+#:2%,;:+>

Neither Query Nor Ad Specify a Location J2 ()" P.",= 8%"1 ;%( 1B"$:2= + #%$+(:%; +;8 ()" +8 8%"1 ;%( ":()",0 ()"; +11.&"()+( ()" .1", $+; /" +;=3)"," :; ()" (+,A"( $%.;(,= %2 ()" ,+(:;A #+;A.+A"> JA;%,"()" +BB,%R:&+(" P.",= #%$+(:%;0 :2 %;" :1 B,%9:8"8>

Location Mismatch Between Query and Ad 711.&:;A ()"," :1 + &+($) /"(3""; ()" B,%8.$( %, 1",9:$" +;8 ()" P.",= +;8 +80

(+@" ()" #%$+(:%; B,%R:&:(= :;(% +$$%.;( :; "9+#.+(:;A +; +8> J2 ()" +8 2%, + A:9";P.",= 1B"$:2:"1 + 8:22",";( +;8 :;$%&B+(:/#" #%$+(:%;0 ():1 &+@"1 :( + 3%,1" +8>

U1", P.",=L m B:\\+ V%, $",(+:; P.",:"101",9:;A +; +8 3:() + $%&B#"("#= 8:22",";( #%$+(:%; &+= 1(:## /"B,%&:1:;A> V%, "R+&B#"0 :2 + .1", :; ()" U;:("8 7; .;B,%&:1:;A +8 #%%@1 #:@" :( 3:## /" 8:1+BB%:;(:;A0.;)"#B2.#0 8+;A",%.10 %, :,,"#"9+;(>

U1" ()" 1#:8", /+, (% 1"#"$( 2,%& 2%., B%11:/#" ,+(:;A1L ! j",= F,%&:1:;A! ?%;1:8", ()" 2%##%3:;A 2+$(%,1 3):#" "9+#.+(:;A +; +8L


21/75

#"

Satisfying the User H%"1 ()" +8 %22", 1%&"():;A ()+( 3:## 1+(:12= ()" .1",T 7; +8 ()+( )+1 ;%():;A (% 8%3:() 3)+( ()" .1", 3+;(1 :1 +#3+=1 9",= .;B,%&:1:;A> 7; +8 $+;;%( /" B,%&:1:;A :2

:( :1 ;%( ,"#"9+;(> -%3"9",0 /":;A ,"#"9+;( :1 ;%( ";%.A) (% &+@" +; +8 A%%8>

Correct Meaning of the Query H%"1 ()" +8 +88,"11 ()" $%,,"$( &"+;:;A %2 ()" P.",=T 7; +8 2%, + $+, 8"+#",1):B8%"1 ;%( +88,"11 ()" P.",= m $+,1 ` np()+( :1 ()" ;+&" %2 + &%9:"> 49"; :2 :( 3%.#8/" + A%%8 +8 2%, 1%&" %()", $+,Q,"#+("8 P.",=0 :( :1 + $%&B#"("#= (",,:/#" +;8.;B,%&:1:;A +8 2%, ()+( P.",=>

Clarity and General Appeal

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

Potentially Scammy Ad H%"1 ()" +8 #%%@ #:@" + 1$+&T 7; +8 ()+( 1""&1 (%% A%%8 (% /" (,."0 1#"+\=0 %,

8"$"B(:9" (% .1",1 :1 .1.+##= /+8>

Promise of Additional Links E%. 8% ;%(;""8 (% $#:$@ %; ()"1" #:;@10 +;8 3)"; =%. +," ,+(:;A ()" $,"+(:9"0 =%. $+;;%( $#:$@%; ()"&> -%3"9",0 :2 ()"1" #:;@1 #%%@ B,%&:1:;A %, .1"2.#0 ():1 &+= /" + ,"+1%; (%:;$,"+1" =%., +8 $,"+(:9" 1$%,"> J2 #:;@1 #%%@ .;B,%&:1:;A0 $%;2.1:;A0 %, .1"#"110():1 &+= /" + ,"+1%; (% 8"$,"+1" ()" +8 $,"+(:9" 1$%,">

Advertiser is Different Merchant or Provider from Query

J2 ()" +8 %22",1 ()" 8"1:,"8 B,%8.$( %, 1",9:$" 2,%& + &",$)+;( %,B,%9:8", ()+( :1 ;%( ()" %;" 1B"$:2:"8 :; ()" P.",=0 :( 1)%.#8 ;%( /" $%;1:8","8 +;"A+(:9" .1", "RB",:";$" .;#"11 ()"," :1 +;%()", :11." 3:() ()" +8>

Analyzing the Advertiser Visible URL C)" 3"/ +88,"11 Z+#1% $+##"8 ()" 9:1:/#" U*Y[ 8:1B#+="8 :; ()" +8 $+; B,%9:8"$#."1 +/%.( )%3 B,%&:1:;A %, .;B,%&:1:;A +; +8 &+= /"> C)" 9:1:/#" .,# $+; +22"$(=%., "9+#.+(:%; :; ()" 2%##%3:;A (),"" 3+=1L


22/75

##

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• J2 =%. +,";X( 2+&:#:+, 3:() ()" &",$)+;(0 +11.&" ()" &",$)+;( :1#"A:(:&+("0 "9"; :2 ()+(X1 ;%( )%3 =%. /")+9" :; =%., %3; %;#:;"

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Very Promising 7 j",= F,%&:1:;A +8 1)%.#8 #%%@ #:@" :( B%:;(1 (% + B+A" 3)"," + .1", $+; 2:;8+#&%1( "R+$(#= 3)+( :1 8"1$,:/"8 :; ()" P.",=> J2 ()" .1", :1 #%%@:;A 2%, + B+,(:$.#+,B,%8.$(0 ()" +8 1)%.#8 +BB"+, (% B%:;( (% + B+A" 2%, ()+( B,%8.$(> J2 ()" .1", 1""@1+ B+,(:$.#+, @:;8 %2 1(%,"0 ()" +8 1)%.#8 +BB"+, (% B%:;( (% + 1(%," %2 ()+( @:;8> J2 ()"#+;8:;A B+A" %2 + j",= F,%&:1:;A +8 8%"1 ;%( 1+(:12= ()" .1", :;(";(0 :( 3:## /" +1.,B,:1" +;8 + 8:1+BB%:;(&";( (% ()" .1",>

Somewhat Promising


23/75

#$

7 V%, "R+&B#"0 :2 ()" .1", 1""@1 + 1B"$:2:$ &%8"# %2 $+&",+0 +; +8()+( #%%@1 #:@" :( 3:## B%:;( (% + ,"B.(+/#" $+&",+ 1(%,"G1 &+:; B+A" :1 V%, "R+&B#"0 :2 ()" .1", 1""@1+ B+,(:$.#+, &%8"# %2 $+&",+0 +

Distinguishing Between Somewhat Unpromising and VeryUnpromising J( :1 "1B"$:+##= :&B%,(+;( (% 8:1(:;A.:1) /"(3""; +81 ()+( +," 1:&B#= /+8 +;8 +81

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Somewhat Unpromising 7 5;" "R+&B#" :1 :2 ()" .1", 1""@1 m3":A)( #%11 B:##1 n +;8 ()" +8 :1 2%, c8:"( (:B1d %, c"R",$:1"

&+$):;"1d> C)"1" (=B"1 %2 +81 1)%.#8 /" ,+("8 +1

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24/75

#%

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%, $:(=0 ,+(" :( j",= U;B,%&:1:;A>

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Machine-generated Ads

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"g+=0d ()+(G1 + A%%8 +8> U;2%,(.;+("#=0 1%&"(:&"1 ()"1" &+$):;"QA";",+("8 +81(.,; %.( 9",= /+8#=> j",= U;B,%&:1:;A +8 $,"+(:9"1 &+= )+9" 1%&" %2 ()" 2%##%3:;A:11."1L

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U1", P.",=L m 1+; 8:"A%0 $+ n


25/75

#&

7; +8 ()+( 1+=1 cg.= g=

(+@:;A %;#= B+,( %2 ()" ("R( %2 ()" P.",=0 ()" ,"1.#( :1 2+, (%% A";",+# (%/" B,%&:1:;A 2%, ()" .1", P.",=>

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Ads with Additional Features 5()",B+A"1 $%;(+:; +88:(:%;+# 2"+(.,"1 ()+( &+= %, &+= ;%( B,%9:8" 1%&"():;A 9+#.+/#"(% ()" .1",> 78 $,"+(:9"1 &+= $%;(+:; &+B10 9:8"%10 :&+A"10 1(+, ,+(:;A1 2,%&$.1(%&",10 &.#(:B#" #:;@1 (% 1B"$:2:$ B+A"1 %; ()" +89",(:1", 1:("0 +;8 + 9+,:"(= %2%()", 2"+(.,"1>


26/75

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C)"1" +88:(:%;+# 2"+(.,"1 &+= +22"$( ()" P.+#:(= %2 +; +8 $,"+(:9"> J2 ()" 1B"$:+#2"+(.,"1 +88 (% %, 8"(,+$( 2,%& ()" +BB"+#0 :;2%,&+(:9";"110 %, .1"2.#;"11 %2 +; +80()" 78 ?,"+(:9" 1$%," $+; /" ,+:1"8 %, #%3","8>

V%, +; +8 ()+( $%;(+:;1 %;#= ("R( +;8 + 1:;A#" #:;@ (% +; +89",(:1", B+A"0 .1" %;#=

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• J2 +; +8 8%"1 ;%( 8"1",9" + 1$%," %2

• 7; +8 ()+( 8"1",9"1 + 1$%," %2

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%, 8"(,+$( 2,%& +; +8 ";%.A) (% &%9" :( /"(3""; J2

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• !)"," +; +88:(:%;+# 2"+(.," :1 ,"#"9+;( (% ()" .1", :;(";(0 :( 1)%.#8 /"

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Search Ad Rating: Does Landing Page Satisfy User Intent? U1" ()" 1#:8", /+, (% 1"#"$( 2,%& ()" 2%##%3:;A 2%., ,+(:;A $+("A%,:"1 3):#"

8"(",&:;:;A )%3 #:@"#= :( :1 ()+( + #+;8:;A B+A" 3:## 1+(:12= ()" .1", :;(";(> 5;#=$%;1:8", ()" .1", P.",= +;8 ()" #+;8:;A B+A"0 +;8 :A;%," ()" +8 $,"+(:9"$%&B#"("#=>

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27/75

#(

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

Distance from the User’s Goal ?+,"2.##= ,"9:"3 ()" K%%A#" 1"+,$) ,"1.#(1 B+A" (% 8"(",&:;" ()" 8:1(+;$" 2,%& ()".1",G1 A%+#> H%"1 ()" Y+;8:;A F+A" &%9" .1", $#%1", (% ):1 %, )", A%+#0 2.,()",

2,%& ()" A%+#0 %, ;":()", $#%1", ;%, 2.,()", 2,%& ()" A%+#T

J2 ()" .1", :1 7(,#/0 (% ()" A%+#0 ()" #+;8:;A B+A" 8"1",9"1 + B%1:(:9" ,+(:;A> V%,"R+&B#"0 :2 ()" .1", :1 )%B:;A (% /.= + 1B"$:2:$ $+&",+0 +;8 ()" #+;8:;A B+A" :1 +1(%," %22",:;A ()+( $+&",+ 2%, 1+#"0 ()" .1", )+1 $%&" $#%1", (% +$$%&B#:1):;A ):1%, )", A%+#>

J2 ()" .1", :1 4)0*:/0 2,%& ()" A%+#0 ()" #+;8:;A B+A" 8"1",9"1 + ;"A+(:9" ,+(:;A> J2()" .1", :1 )%B:;A (% /.= + 1B"$:2:$ $+&",+0 +;8 ()" #+;8:;A B+A" :1 + 1(%," %22",:;AB"( 2%%80 ():1 :1 + 8"+8 ";8> C)" .1", 3:## ;""8 (% A% /+$@ (% ()" 1"+,$) B+A" %,1(+,( + ;"3 1"+,$)0 1% )" %, 1)" :1 +$(.+##= 2.,()", 2,%& ()" A%+# ()+; /"2%,"

$#:$@:;A %; ()" +8>

J2 ()" .1", :1 -/+*:/0 7(,#/0 *, -,0 4)0*:/0 40,@ ()" A%+#0 ()" #+;8:;A B+A"8"1",9"1 + ;"A+(:9" ,+(:;A> J2 ()" .1", :1 %; + K%%A#" 1"+,$) ,"1.#(1 B+A" +;8$#:$@1 %; +; +8 ()+( O.1( (+@"1 ()"& (% + B+A" %2 1:&:#+, 1"+,$) ,"1.#(10 3):$)%9",+## 8:8 ;%( B,%9:8" +;= +88:(:%;+# 9+#."0 ;% B,%A,"11 )+1 /""; &+8"N ()" .1",:1 ;% $#%1", (% %, 2.,()", 2,%& ()" A%+# ()+; /"2%," $#:$@:;A ()" +8>

H"$:8:;A ():1 :1 ;%( +; "R+$( 1$:";$"> *"#= %; A%%8 O.8A&";(> C)" 2%##%3:;AA.:8"#:;"1 &%," 8""B#= "RB#+:; )%3 (% A";",+##= ,+(" #+;8:;A B+A"10 /.( ()"= 8%

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28/75

#)

Distinguishing Between Satisfaction Likely and SatisfactionPossible J2 ()" #+;8:;A B+A"%22",1 ()" .1", "R+$(#= %, 9",= ;"+,#= 3)+( )" %, 1)" 3+;(10 .1" +

Satisfaction Likely C% ,"$":9" ():1 ,+(:;A0 + #+;8:;A B+A" &.1( %22", O.1( 3)+( ()" .1", #%%@"8 2%,> J2 ()".1", 3+;(1 $+, ,"9:"310 :( 1)%.#8 %22", $+, ,"9:"31> J2 ()" .1", 3+;(1 $+, ,"9:"31+/%.( + 1B"$:2:$ &%8"#0 :( 1)%.#8 %22", $+, ,"9:"31 +/%.( "R+$(#= ()+( &%8"#> J2 ()".1", 3+;(1 + $+("A%,= %2 B,%8.$(0 ()" #+;8:;A B+A" 1)%.#8 /" 8"9%("8 (% %, :;$#.8"()+( "R+$( $+("A%,= %2 B,%8.$(> V%, + J( :1B",&:11:/#"0 )%3"9",0 (% $#:$@ %; + #:;@ (% A"( 8"(+:#"8 :;2%,&+(:%;>

Satisfaction Possible

U1" ():1 ,+(:;A :2 ()" B+A" :1 1+(:12+$(%,= /.( 8%"1 ;%( :&&"8:+("#= B,"1";( "R+$(#=3)+( ()" .1", 1""@1> J2 ()" B,%8.$( %, 1",9:$" :1 2%, 1+#" %; ()" 1:("0 /.( + 1"+,$) %,1(,+:A)(2%,3+,8 ;+9:A+(:%; :1 ,"P.:,"8 (% 2:;8 ()" :("&0 1"#"$( + ,+(:;A %2

Considering Trustworthiness

H% ;%( A:9" + #+;8:;A B+A" + 7 B+A" ()+( %22",1 ()" "R+$( B,%8.$( ()+(+ .1", :1 #%%@:;A 2%, :1 .1"#"11 .;#"11 ()" .1", (,.1(1 :( ";%.A) (% +$(.+##= &+@" +B.,$)+1" ()","> 7 1""&:;A#= (,.1(3%,()= &",$)+;( 1"##:;A + B+,(:$.#+, $+&",+ +( +B+,(:$.#+, B,:$" &:A)( 8"1",9" + /"((", ,+(:;A ()+; + B+A" ()+( $#.&1:#= +AA,"A+("1+ ,+;8%& 1"( %2 B,%8.$(10 "9"; :2 ()" 1+&" $+&",+ +( ()" 1+&" B,:$" :1 %22","8 %;()+( B+A" (%%>

V%, "R+&B#"0 :2 ()" .1", 1""@1 1%&" &"8:$+# :;2%,&+(:%;0 + 1:(" /"#%;A:;A (% +&"8:$+# 1$)%%# :1 + A%%8 1%.,$" %2 (,.1(3%,()= :;2%,&+(:%; 3):#" + /#%A B%1( /= +;.;@;%3; B",1%; :1 + &.$) &%," 8%./(2.# 1%.,$"> I"9", .1" + ,+(:;A %2


29/75

#*

J2 ()" #+;8:;A B+A" )+1 ()" B,%8.$( 1B"$:2:"8 :; ()" P.",=0 /.( + ).A" ;.&/", %2%()", B,%8.$(1 (%%0 ():1 &+= /" + 8"$";( "RB",:";$"0 /.( B,%/+/#= :1 ;%( A%%8";%.A) (% A"( :;(% ()" J; ():1 $+1"0 (%%0 :(&:A)( +BB"+, (% /" + 8"$";( "RB",:";$"0 /.( :( B,%/+/#= :1 ;%( A%%8 ";%.A) (% A"(,+("8 +1

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

Dissatisfaction Possible • J2 ()" B+A" :1 &+,A:;+##= ,"#+("8 (% ()" P.",= +;8 =%. ():;@ ()+( ()","G1 +

1&+## $)+;$" ()" .1", 3%.#8 /" :;(","1("80 .1" H:11+(:12+$(:%; F%11:/#">• J2 ()" B+A" $+; "9";(.+##= #"+8 (% 3)+( ()" .1", 3+;(10 /.( %;#= (),%.A)

&+;= $#:$@1 %, (),%.A) $#:$@1 ()+( #"+8 (% +; ";(:,"#= 8:22",";( 3"/1:("0.1" H:11+(:12+$(:%; F%11:/#">

• J2 ()" B+A" %22",1 1%&"():;A ()+( =%. ():;@ ()" .1", &:A)( /" :;(","1("8:;0 /.( ;%( 3)+( ()" .1", 3+1 #%%@:;A 2%, +;8 ;%( "1B"$:+##= $#%1" (% :(0


30/75

$+

.1" H:11+(:12+$(:%; F%11:/#"> V%, "R+&B#"0 :2 ()" .1", :1 #%%@:;A 2%,/+1"/+## A#%9"10 +;8 ()" #+;8:;A B+A" %22",1 +()#"(:$ 1%$@10 ()","G1B,%/+/#= 1%&" $)+;$" ()+( ()" .1", &:A)( /" :;(","1("8> -%3"9",0 :(G1

;%( 3)+( ()" .1", 3+1 #%%@:;A 2%,0 +;8 ;%( +## ()+( $#%1" (% :(0 1% :(8"1",9"1 H:11+(:12+$(:%; F%11:/#">

•

J2 ()" B+A" $+; "9";(.+##= A:9" ()" .1", 3)+( )" %, 1)" :1 #%%@:;A 2%,0/.( ()" B,%$"11 :1 B,%(,+$("8 +;8 8:22:$.#(0 .1" H:11+(:12+$(:%; F%11:/#">

Dissatisfaction Likely • J2 ()" B+A" )+1 ;%():;A (% 8% 3:() ()" P.",=0 .1" H:11+(:12+$(:%; Y:@"#=>

• J2 ()" P.",= :1 2%, + B,%8.$( %, 1",9:$"0 +;8 ;":()", ()" B,%8.$(l1",9:$";%, +;=():;A $#%1" (% :( $+; /" B.,$)+1"8 2,%& ()" B+A"0 .1"H:11+(:12+$(:%; Y:@"#=>

• J2 ()" P.",= %, + 3%,8 :; ()" P.",= )+1 (3% &"+;:;A10 :( :1 $#"+, 3):$)&"+;:;A :1 :;(";8"8 /= ()" .1",0 +;8 ()" +89",(:1", ,"1B%;81 (% ()"

3,%;A &"+;:;A0 .1" H:11+(:12+$(:%; Y:@"#=> V%, "R+&B#"0 m $+,1 ` n ,"2",1(% + &%9:"> 7 B+A" 2%, + $+, 8"+#",1):B :1 $#"+,#= + /+8 #+;8:;A B+A" 2%,():1 P.",=0 "9"; :2 :( &:A)( /" + A%%8 ,"1.#( 2%, m $+, 1+#"1 n>

• J2 ()" B+A" #%%@1 #:@" + 1$+&0 =%. ():;@ .1",1 $%.#8 /" )+,&"8 /= :(0 %,:( ":()", +(("&B(1 (% (,:$@ ()" .1", :;(% 8%3;#%+8:;A 1%&"():;A /=

#+/"#:;A + 8%3;#%+8 /.((%; :; + $%;2.1:;A 3+= %, (,:"1 (% 8%3;#%+8 + 2:#"3:()%.( +$(:%; /= ()" .1",0 .1" H:11+(:12+$(:%; Y:@"#=>

• J2 ()" B+A" #%+81 /.( :1 $%&B#"("#= .;.1+/#" Z2%, "R+&B#"0 /"$+.1"1%&" $%;(";( 8%"1 ;%( #%+80 %, B+A" 8%"1;G( 8:1B#+= B,%B",#=[ .1"H:11+(:12+$(:%; Y:@"#=> J2 ";%.A) %2 ()" B+A" 8%"1 ;%( #%+8 +( +## Z2%,"R+&B#"0 =%. ";$%.;(", + a^a ",,%,[0 .1" ()" 4,,%, H:8 I%( Y%+8 2#+A:;1("+8 %2 + ,+(:;A>

• J2 ()" B+A" :1 9",= /+8 2%, +;= %()", ,"+1%;0 .1" H:11+(:12+$(:%; Y:@"#=>

Query Flags

U1" ()"1" 2#+A1 (% :;8:$+(" ()+( + P.",= :1 .;,+("+/#"> C):1 &"+;1 ()+( :(0 +;8 ()" 7? +;8 YF B+:,"8 3:() :(0 +," ;%( "#:A:/#" (% /" +11:A;"8 ,+(:;A1> 7 )1+' +B-+ +B'.' =:-8. -&' 12:> 12 +B' =%&.+ 7-8' 1= - 3'-&"B !;.+-./U +B' !; 0&'-+%R' &-+%28 .'"+%12D

Foreign Language Query U1" ():1 2#+A 3)"; ()" P.",= :1 :; + #+;A.+A" %()", ()+; ()" #+;A.+A" %2 ()" (+1@> J2()" P.",= $%;(+:;1 3%,81 %, B),+1"1 :; +;%()", #+;A.+A"0 /.( ()"," :1 ";%.A)

$%;(";( :; ()" (+1@G1 #+;A.+A" ()+( :( :1 .;8",1(+;8+/#"0 8% ;%( .1" ():1 ,+(:;A> J2 ()"P.",= +BB"+,1 (% /" :; + 2%,":A; #+;A.+A"0 /.( ,"1"+,$) ,"9"+#1 ()+( ()" P.",= (",&


31/75

$"

&+= /" $%&&%;#= .1"8 :; =%., ,+(:;A #+;A.+A" %, :1 ()" ;+&" %2 + 1B"$:2:$ A,%.B0B,%8.$(0 %, B",1%;0 8% ;%( .1" ():1 ,+(:;A>

*"&"&/", (% $)"$@ ()" #+;A.+A" %2 ()" (+1@0 "1B"$:+##= :2 =%. 3%,@ :; &.#(:B#"#+;A.+A"1> J2 =%., ,+(:;A #+;A.+A" :1 4;A#:1)0 =%. ,+(" +81 :; 4;A#:1) 2%, 4;A#:1)

P.",:"1> J2 =%. ,+(" :; +;%()", #+;A.+A"0 =%. 3:## ,+(" 1%&" (+1@1 :; ()+( #+;A.+A"+;8 1%&" (+1@1 :; 4;A#:1)> E%., ,+(:;A #+;A.+A" :1 +#3+=1 8"1:A;+("8 +( ()" (%B %2()" (+1@ B+A"> 49"; :2 =%. 1B"+@ ()" #+;A.+A" %2 ()" P.",=0 :2 ()" (+1@ :1 1.BB%1"8(% /" 2%, + 8:22",";( #+;A.+A"0 .1" ():1 ,+(:;A>

Porn Query U1" ():1 2#+A %;#= 2%, P.",:"1 ()+( +," .;+&/:A.%.1#= 2%, B%,;%A,+B):$ $%;(";( %,1"R.+# 1",9:$"1> 6.",:"1 2%, ,+$= %, 1.AA"1(:9" $%;(";(0 &"8:$+# :;2%,&+(:%;0 %, +,(B)%(%1 A";",+##= 1)%.#8;G( A"( ():1 ,+(:;A> 6.",:"1 2%, 8+(:;A 1",9:$"1 A";",+##=1)%.#8;G( A"( ():1 ,+(:;A0 .;#"11 ()%1" 8+(:;A 1",9:$"1 8"B:$( ;.8:(= %, 1B"$:2:$+##=

:8";(:2= ()"&1"#9"1 +1 1"R.+# ,";8"\9%.1 1",9:$"1>

Nonsense Query U1" ():1 2#+A 2%, P.",:"1 ()+( +," $%&B#"(" ;%;1";1"0 3)"," ,"1"+,$) ,"9"+#1 ;%B#+.1:/#" &"+;:;A> 71 =%. ,"1"+,$)0 (+@" :;(% $%;1:8",+(:%; ()+( P.",:"1 ()+( &+=#%%@ #:@" ;%;1";1" &:A)( +$(.+##= (.,; %.( (% /" &"+;:;A2.#> C)" 2%##%3:;A +,""R+&B#"1 %2 P.",:"1 ()+( ", )+9" &"+;:;A +;8 #:,)(" -,* ,"$":9" ()" )12.'2.'@$'&> 2#+AL

• + &:11B"##:;A• + B,%8.$( $%8" %, &%8"# ;.&/",

• ("$);:$+# 1B"$:2:$+(:%;1• + B+,(:+# 3"/ +88,"11 %, E%.C./" 9:8"% JH• + 1B"$:2:$ .1",;+&" %, C3:((", )+;8#"

• +; .;$%&&%; +$,%;=& %, +//,"9:+(:%;

H%;G( +11.&" ()+( + P.",= :1 ;%;1";1:$+# O.1( /"$+.1" =%. 8% ;%( :&&"8:+("#=@;%3 3)+( :( &"+;1> 4;$%.;(",:;A + $%&B#"("#= ;%;1";1:$+# P.",= :1 ,+,"> S%1(P.",:"1 &"+; 1%&"():;A0 1% =%. 1)%.#8 +#3+=1 ,"1"+,$) ()" P.",=0 "9"; :2 +( 2:,1( :(1""&1 #:@" ;%;1";1"> 5;#= .1" ():1 ,+(:;A 3)"; ()"," :1 ;% 3+= 2%, =%. (%,"+1%;+/#= A."11 +/%.( .1", :;(";(0 "9"; +2(", ,"1"+,$):;A ()" P.",=>

Russian Transcription Error C):1 2#+A +BB#:"1 %;#= (% ,+(",1 3%,@:;A :; *.11:+;> J2 =%. +," 3%,@:;A :; + #+;A.+A"%()", ()+; *.11:+;0 ():1 2#+A 3:## ;"9", /" +BB#:$+/#" (% =%., (+1@10 +;8 =%. 1)%.#8;%( .1" :(> J2 =%. +," 3%,@:;A :; *.11:+;0 =%. 3:## ,"$":9" 1"B+,+(" :;1(,.$(:%;1 2%,8"(",&:;:;A 3)"; P.",:"1 1)%.#8 /" $%;1:8","8 (,+;1$,:B(:%; ",,%,1>

!):#" =%. 3:## ;%( /" +/#" (% +11:A; 7?0 YF0 %, 7? (% YF ,+(:;A1 +2(", .1:;A %;" %2()"1" 6.",= V#+A10 =%. 3:## 1(:## ;""8 (% 1./&:( ()" (+1@ 2%, =%., +;13",1 (% /","$%,8"8> E%. 3:## 1./&:( =%., ,"1B%;1"1 8:,"$(#= 2,%& ()" 2:,1( B+A" %2 ()" (+1@ /=

$#:$@:;A ()"


32/75

$#

Ad Creative Flags

J2 +; 78 ?,"+(:9" &""(1 ()" $,:(",:+ 2%, .1:;A %;" %2 ()" 2%##%3:;A 2#+A10 B#"+1" .1"()+( 2#+A> J2 $,:(",:+ +," ;%( &"( 2%, + 2#+A0 8% ;%( .1" ()" 2#+A>

Navigational Bullseye

U1" ()" I+9:A+(:%;+# g.##1"=" 2#+A 3)"; /%() ()"1" ():;A1 +," (,."L _> C)" P.",= +BB"+,1 (% /" + 1"+,$) 2%, + B+,(:$.#+, 3"/1:("0 1"$(:%; %2 + 3"/1:("0%, 3"/ B+A"> `> C)" $,"+(:9" #%%@1 #:@" :( 3:## B%:;( (% ()" $%,,"1B%;8:;A 3"/1:("0 1"$(:%; %2 +3"/1:("0 %, 3"/ B+A">

I%( "9",= P.",= :1 + 1"+,$) 2%, + B+,(:$.#+, 3"/1:("QQ:; 2+$(0 ()" 9+1( &+O%,:(= +,";%(>

C)" I+9:A+(:%;+# g.##1"=" 2#+A 1)%.#8 %;#= /" .1"8 3)"," ()" 2,+&" %2 ,"2",";$" :11:&:#+, %, $%&B+(:/#" /"(3""; P.",= +;8 $,"+(:9"> V%, "R+&B#"0 3:() ()" P.",=0 m2%,8 "RB#%,", n0 ()" I+9:A+(:%;+# g.##1"=" 3%.#8 /" .1"8 2%, $,"+(:9" ()+( +BB"+,1 (%(+@" ()" .1", (% ()" V%,8 4RB#%,", 1"$(:%; %2 ()" V%,8 3"/1:("N )%3"9",0 ()" 2#+A3%.#8 ;%( /" .1"8 :2 ()" $,"+(:9" +BB"+,"8 (% (+@" ()" .1", (% + 8:22",";( B+A" %;()" V%,8 1:(" Z+ B+A" 8"9%("8 (% ()" V%,8 V%$.1[ %, + A";",+# B+A" %; ()" V%,8 1:("Z()":, )%&"B+A"0 2%, "R+&B#"[>

Foreign Language

U1" ():1 2#+A 3)"; ()" $,"+(:9" :1 :; + #+;A.+A" %()", ()+; ()" #+;A.+A" %2 ()" (+1@>*"&"&/", (% $)"$@ ()" #+;A.+A" %2 ()" (+1@0 "1B"$:+##= :2 =%. 3%,@ :; &.#(:B#"#+;A.+A"1> 49"; :2 =%. 1B"+@ ()" #+;A.+A" %2 ()" $,"+(:9"0 :2 ()" (+1@ :1 1.BB%1"8(% /" 2%, + 8:22",";( #+;A.+A"0 .1" ():1 2#+A>

7 $,"+(:9" 1)%.#8 /" #"A:/#" :; =%., ,+(:;A #+;A.+A"L :2 ()" $,"+(:9" $%;(+:;1 3%,81%, B),+1"1 :; +;%()", #+;A.+A"0 /.( ()"," :1 ";%.A) $%;(";( :; ()" (+1@G1 #+;A.+A"

()+( :( :1 .;8",1(+;8+/#"0 8% ;%( .1" ():1 2#+A +;8 B,%$""8 3:() ()" ;%,&+# $,"+(:9",+(:;A>

J2 =%. .1" ():1 2#+A0 1%&" %2 ()" #+(", P."1(:%;1 3:## (.,; A,+= +;8 8%;G( ;""8 (% /"+;13","8>

Unexpected Porn

U1" ():1 2#+A 3)"; /%() ()"1" ():;A1 +," (,."L

_> C)" P.",= :1 ;%( + 1"+,$) 2%, B%,;%A,+B):$ $%;(";( %, 1"R.+# 1",9:$"1> J2 ()"P.",= )+1 /%() + B%,;%A,+B):$ :;(",B,"(+(:%; +;8 + ;%;QB%,;%A,+B):$:;(",B,"(+(:%;0 +11.&" ()+( ()" ;%;QB%,;%A,+B):$ :;(",B,"(+(:%; :1 ()" +$(.+# .1",

:;(";(> `> C)" $,"+(:9" +BB"+,1 (% %22", B%,;%A,+B):$ $%;(";( %, 1"R.+# 1",9:$"1>


33/75

$$

U1" ():1 2#+A %;#= 2%, .;+&/:A.%.1#= B%,;%A,+B):$ $%;(";( %, 1"R.+# 1",9:$"1> *+$=%, 1.AA"1(:9" $%;(";( 3:() ;% ;.8:(=0 ;.8:(= :; + &"8:$+# $%;("R(0 %, +,( B)%(%1A";",+##= 1)%.#8;G( A"( ():1 2#+A> H+(:;A 1",9:$"1 A";",+##= 1)%.#8;G( A"( ():1 2#+A.;#"11 ()"= 8"B:$( ;.8:(= %, 1B"$:2:$+##= :8";(:2= ()"&1"#9"1 +1 1"R.+# ,";8"\9%.1

1",9:$"1> 7 ,"A.#+, 8+(:;A 1",9:$" &+= 8"1",9" + /+8 ,+(:;A :2 :( 8%"1;G( &+($) 3)+(()" P.",= +BB"+,1 (% /" #%%@:;A 2%,0 /.( :( 3%.#8 ;%( A"( ()" 2#+A>

J2 =%. .1" ():1 2#+A0 1%&" %2 ()" #+(", P."1(:%;1 3:## (.,; A,+= +;8 8%;G( ;""8 (% /"+;13","8>

Used Prior Knowledge In Judging Advertiser

U1" ():1 2#+A 3)"; @;%3#"8A" =%. +#,"+8= )+8 +/%.( ()" +89",(:1", :;2#.";$"8 =%.,,+(:;A10 ":()", 2%, A%%8 %, /+8> U1" ():1 %;#= 3)"; =%., ,+(:;A :1 8:22",";( 2,%& 3)+(

=%. ():;@ =%. 3%.#8 )+9" A:9"; 1"":;A ()" +8 2%, ()" 2:,1( (:&" 3:() ;% B,:%,"RB",:";$"> J2 + $,"+(:9" :1 $#"+,#= /+80 8%;G( .1" ()" 2#+A "9"; :2 =%. +#,"+8=)+BB"; (% )+9" $%;2:,&+(:%; ()+( + /+8 ,+(:;A :1 8"1",9"8>

Secondary Interpretation of Query

U1" ():1 2#+A 3)"; ()" $,"+(:9" ("R( :;8:$+("1 ()+( ()" +89",(:1", :1 (+,A"(:;A +$#"+,#= 1"$%;8+,= :;(",B,"(+(:%; %2 ()" P.",=> 7; :;(",B,"(+(:%; :1 1"$%;8+,= :2 :(G1,"+1%;+/#"0 /.( ()"," :1 1%&" %()", :;(",B,"(+(:%; %2 ()" P.",= ()+( =%. $%;1:8",&.$) &%," #:@"#=> H%;G( .1" ():1 2#+A 3:() :;(",B,"(+(:%;1 ()+( +," 3,%;A %,

.;,"+1%;+/#"> H%;G( .1" ():1 2#+A :2 =%. ():;@ ()+( ()" P.",= )+1 &.#(:B#"0 "P.+##=#:@"#= &"+;:;A10 +;8 ()" +89",(:1", :1 (+,A"(:;A %;" %2 ()%1" &"+;:;A1> H% .1" ()"2#+A 3)"," ()" P.",= )+1 &.#(:B#"0 "P.+##= #:@"#= &"+;:;A1 +;8 ()" +89",(:1",(+,A"(1 +; %/1$.," %, #"11Q#:@"#= &"+;:;A> F#"+1" ,"9:"3 ()" &+:; A.:8"#:;"1 2%,:;1(,.$(:%;1 %; )%3 (% 1"#"$( + 1$+#" ,+(:;A 3)"; =%. .1" ():1 2#+A>

Landing Page Flags

J2 + Y+;8:;A F+A" &""(1 ()" $,:(",:+ 2%, .1:;A %;" %2 ()" 2%##%3:;A 2#+A10 B#"+1" .1"()+( 2#+A> J2 $,:(",:+ +," ;%( &"( 2%, + 2#+A0 8% ;%( .1" ()" 2#+A>

Navigational Bullseye

U1" ()" I+9:A+(:%;+# g.##1"=" 2#+A 3)"; /%() ()"1" ():;A1 +," (,."L

_> C)" P.",= +BB"+,1 (% /" + 1"+,$) 2%, + B+,(:$.#+, 3"/1:("> `> C)" #+;8:;A B+A" :1 ()+( 1:(">

I%( "9",= P.",= :1 + 1"+,$) 2%, + B+,(:$.#+, 3"/1:("QQ:; 2+$(0 ()" 9+1( &+O%,:(= +,";%(>


34/75

$%

Foreign Language

U1" ():1 2#+A 3)"; ()" #+;8:;A B+A" :1 :; + #+;A.+A" %()", ()+; ()" #+;A.+A" %2 ()"(+1@0 3:() ;% %/9:%.1 3+= %2 A"((:;A (% + 9",1:%; :; ()" #+;A.+A" %2 ()" (+1@>*"&"&/", (% $)"$@ ()" #+;A.+A" %2 ()" (+1@0 "1B"$:+##= :2 =%. 3%,@ :; &.#(:B#"

#+;A.+A"1> 49"; :2 =%. 1B"+@ ()" #+;A.+A" %2 ()" B+A"0 :2 ()" (+1@ :1 1.BB%1"8 (%/" 2%, + 8:22",";( #+;A.+A"0 .1" ():1 2#+A>

H%;G( .1" ():1 2#+A :2 ()"," :1 1%&" $#"+, 3+= (% A"( (% + 9",1:%; :; ()" (+,A"(#+;A.+A"> V%, "R+&B#"0 :2 =%. +," ,+(:;A + h+B+;"1" (+1@0 + #+;8:;A B+A" :;4;A#:1) 3:() + h+B+;"1" 2#+A :; ()" $%,;", B%:;(:;A (% + h+B+;"1" 9",1:%; %2 ()"1:(" 1)%.#8 ;%( A"( ():1 2#+A>

J2 =%. .1" ():1 2#+A0 1%&" %2 ()" #+(", P."1(:%;1 3:## (.,; A,+= +;8 8%;G( ;""8 (% /"+;13","8>

Unexpected Porn

U1" ():1 2#+A 3)"; /%() ()"1" ():;A1 +," (,."L

_> C)" P.",= :1 ;%( + 1"+,$) 2%, B%,;%A,+B):$ $%;(";( %, 1"R.+# 1",9:$"1> J2 ()"P.",= )+1 /%() + B%,;%A,+B):$ :;(",B,"(+(:%; +;8 + ;%;QB%,;%A,+B):$:;(",B,"(+(:%;0 +11.&" ()+( ()" ;%;QB%,;%A,+B):$ :;(",B,"(+(:%; :1 ()" +$(.+# .1",:;(";(> `> C)" #+;8:;A B+A" %22",1 B%,;%A,+B):$ $%;(";( %, 1"R.+# 1",9:$"1>

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

J2 =%. .1" ():1 2#+A0 1%&" %2 ()" #+(", P."1(:%;1 3:## (.,; A,+= +;8 8%;G( ;""8 (% /"+;13","8>

Unexpected Download

U1" ():1 2#+A 3)"; +;= %2 ()" 2%##%3:;A )+BB";1L

_> ?#:$@:;A %; ()" j:1:( Y+;8:;A F+A" /.((%; :;:(:+("1 +; +(("&B( (% 8%3;#%+8 + 2:#"> `> 7 1:&:#+, /.((%; ()+( 1+=1 cK"( J( I%3d %, c?#:$@ )"," (%

8%3;#%+8d 8%"1 ;%(>


35/75

$&

I"9", :;1(+## 8%3;#%+81 ()+( + 1:(" (,:"1 (% :;:(:+(" :; ():1 3+=L :( :1 ;%( B+,( %2 ()",+(:;A B,%$"11>

J2 =%. .1" ():1 2#+A0 1%&" %2 ()" #+(", P."1(:%;1 3:## (.,; A,+= +;8 8%;G( ;""8 (% /"+;13","8>

Error / Did Not Load

E%., O%/ 3)"; "9+#.+(:;A + 1"+,$) +81 (+1@ :1 (% "9+#.+(" $%;(";( B,%9:8"8 /= ()"+89",(:1", Z()" +8 $,"+(:9" +;8 #+;8:;A B+A"[> U1" ()" 4,,%,lH:8 I%( Y%+8 Z4HIY[2#+A (% :;8:$+(" ()+( =%. $+;;%( "9+#.+(" ()" #+;8:;A B+A" /"$+.1" ()"," :1 ;%#+;8:;A 1:(" $%;(";( B,%9:8"8 /= ()" +89",(:1",> C)"," +," 1"9",+# ,"+1%;1 3)= =%.

&:A)( ;%( /" +/#" (% +$$"11 #+;8:;A 1:(" $%;(";( B,%9:8"8 /= ()" +89",(:1",0:;$#.8:;AL

• ()" B+A" %, 1:(" ;% #%;A", "R:1(

• ()" B+A" %, 1:(" +," .;8", $%;1(,.$(:%;• =%., /,%31", :1 ;%( +/#" (% 2:;8 %, +$$"11 ()" B+A" 3" B,%9:8"8 =%.• =%., 9:,.1l&+#3+," B,%("$(:%; 1%2(3+," /#%$@1 =%. 2,%& +$$"11:;A ()"

1:("• ()" #+;8:;A B+A" %B";1 .1:;A + ],8QB+,(= B,%A,+& Z1.$) +1 :C.;"1[ ()+(

=%. 8% ;%( )+9" :;1(+##"8

J(G1 ;%( +#3+=1 "+1= (% :&&"8:+("#= 8"(",&:;" :2 ()" 4HIY 2#+A 1)%.#8 /" .1"8

/"$+.1" 8:22",";( ():;A1 $+; )+BB"; 3)"; + #+;8:;A B+A" :1 ;%( 3%,@:;AB,%B",#=> -"," +," 1%&" "R+&B#"1 %2 3)+( =%. &:A)( 1"" 3)"; ;% #+;8:;A 1:("$%;(";( :1 +9+:#+/#" (% "9+#.+("L

• + $%&B#"("#= /#+;@ B+A"• + A";",:$ I%( V%.;8 &"11+A" A";",+("8 /= =%., 3"/ /,%31",

Z"R+&B#"L )((B1Lll333>A%%A#"Q;"31>$%&l8"2+.#(>)([• + A";",:$ ",,%, &"11+A" A";",+("8 /= ()" +89",(:1",G1 1",9",

Z"R+&B#"L )((BLll333>$";(,+#8%B%#:8%,>$%&>/,l";$",+8":,+1>)(&[• + A";",:$ 3"/B+A" Z%2("; 2:##"8 3:() +22:#:+(" #:;@1[ 1)%3; /= ()" )%1(:;A

1",9:$" :; B#+$" %2 ()" +$(.+# #+;8:;A B+A"

Z"R+&B#"L )((BLllA";"+#%A=3:1">$%&lT,"PBr_s,"P,r[• + 1"+,$) ,"1.#(1 B+A" 1)%3; /= =%., :;(",;"( 1",9:$" B,%9:8", /"$+.1"

()" +$(.+# #+;8:;A B+A" $+;;%( /" +$$"11"8Z"R+&B#"L

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