Broad Match Relevance – Lion Bridge ad accessor guidelines

In this task you will see an advertiser keyword and a user query. Start by researching the keyword and the query and make sure you understand their meanings.

Your task is to identify whether users searching for the query would be interested in ads that are related to the keyword. For this task you should assume that the advertiser’s ads are closely related to the keyword they have selected. For example if the keyword is [Nike Shoes] you should assume that the advertiser is offering a variety of Nike shoes.

Step 1: Research the keyword and query

Before you begin the task it will be helpful to begin by researching the keyword and query. Clicking on the keyword or query will bring you to the search results page for each and will help you form an idea about what the user was trying to accomplish and what products or services the advertiser may be offering.

Tip: When you look at the search results page for the query, look carefully to see if the keyword is mentioned. For example, the keyword [uric acid] and query [gout] might not have a clear connection, but by looking at the search results page for the query, you will be able to tell that uric acid is the cause of gout, so the keyword and query are more closely related than they first appear.

Step 2: Decide what fraction of users searching for the query would be interested in ads that are closely related to the keyword.

For this question you will see four options:

• Few or No Users (-100 to -50)
• Only Some Users (-50 to 0)
• Most Users (0 to 50)
• All or Almost All Users (50 to 100)

When answering this question, you should consider the intent and needs of the user, not just the relatedness of the query and keyword. For example, a query like [apartment window ac unit] indicates that user wants to get a window air conditioner unit; the keyword [central ac cleaning] sounds related but only “Few or No Users” would be interested because users looking for a window ac are unlikely to already own a central ac unit. Ads related to a more generic keyword like [ac for apartments], would be a better match for this query, because these ads are likely to include products that could meet the user’s specific needs.

Below you will find descriptions and examples of each of these categories.

Below are some types of queries that you may encounter along with examples of keywords with their appropriate ratings:

1. Generic queries that are consistent with many products or specific intents.

Many queries are fairly generic, and express a general theme without a great deal of specificity. For example the queries [aquarium], [bedrooms], and [movies] don’t show that the user is interested in specific products, and they don’t express a clear goal. Instead these queries are consistent with many goals related to a whole class of products or services. Keywords that will be interesting to many users are keywords that are equally generic and could be associated with ads covering the same range of intents as the query. Keywords that are very specific may be less interesting to users, especially if the keyword makes unusual assumptions about what the user is interested in.

2. Queries and keywords that are incompatible or inconsistent

If there is any incompatibility between the keyword and the query, you should select Few or No Users. For example the keyword [end pregnancy] would not be interesting to a user who entered the query [getting pregnant].

3. Keywords that only partially overlap with the query

If the keyword and query overlap only partially, you should ask yourself whether the commonality is superficial or involves the core intent of the user query.

4. Queries or keyword with adult or sensitive content

In general it is ok for keyword and query to match if both contain adult or sensitive content or if neither contains adult or sensitive content. However, if only one contains this type of content, then you should select few or no users.