Ad​ ​Creative​ ​and​ ​Landing​ ​Page​ ​multidimensional​ ​features

3 l
This​ ​task​ ​has​ ​short​ ​instructions​ ​at​ ​the​ ​top​ ​of​ ​the​ ​task,​ ​and​ ​14​ ​questions.​ ​Each​ ​question​ ​has​ ​an
instructions​ ​section​ ​with​ ​examples,​ ​they​ ​are​ ​provided​ ​below.

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Version:​ ​2017-04-24

Task:​​ ​You​ ​will​ ​be​ ​presented​ ​with​ ​the​ ​following​ ​in​ ​sequential​ ​order:​ ​a​ ​query,​ ​an​ ​ad
creative​ ​and​ ​a​ ​landing​ ​page.​ ​You​ ​will​ ​have​ ​to:

36 n
1. Research​ ​the​ ​query​ ​and​ ​try​ ​to​ ​understand​ ​the​ ​user​ ​intent.​ ​You​ ​will​ ​then​ ​have​ ​to

e assess​ ​how​ ​clear​ ​the​ ​user​ ​intent​ ​is​ ​to​ ​you.

2. Next,​ ​you​ ​will​ ​be​ ​presented​ ​with​ ​an​ ​ad​ ​and​ ​you​ ​will​ ​have​ ​to​ ​assess​ ​a​ ​few​ ​different
features​ ​of​ ​the​ ​ad​ ​and​ ​the​ ​relationship​ ​of​ ​the​ ​ad​ ​to​ ​the​ ​query.
3. Finally,​ ​you​ ​will​ ​be​ ​shown​ ​the​ ​landing​ ​page​ ​for​ ​the​ ​ad,​ ​and​ ​you​ ​assess​ ​a​ ​few
different​ ​features​ ​of​ ​the​ ​landing​ ​page​ ​and​ ​the​ ​relationship​ ​of​ ​the​ ​landing​ ​page​ ​to
the​ ​query​ ​as​ ​well​ ​as​ ​the​ ​ad.
23 id
4. Each​ ​question​ ​you​ ​will​ ​be​ ​asked​ ​is​ ​contained​ ​within​ ​a​ ​box.​ ​At​ ​the​ ​bottom​ ​of​ ​the
box,​ ​there​ ​are​ ​examples​ ​and​ ​instructions.​ ​Please​ ​make​ ​sure​ ​to​ ​read​ ​through
these​ ​instructions​ ​and​ ​examples​ ​in​ ​detail​ ​and​ ​refer​ ​to​ ​them​ ​as​ ​frequently​ ​as
necessary​ ​while​ ​you​ ​are​ ​completing​ ​these​ ​tasks.
nf

Query:​​ ​If​ ​the​ ​query​ ​is​ ​absolutely​ ​incomprehensible​ ​to​ ​you,​ ​choose​ ​the​ ​"​Unrateable
query​"​ ​flag.​ ​You​ ​will​ ​not​ ​have​ ​to​ ​answer​ ​any​ ​of​ ​these​ ​questions​ ​in​ ​the​ ​task​ ​after​ ​this​ ​and
can​ ​go​ ​on​ ​to​ ​task​ ​submission.​ ​If​ ​you​ ​can​ ​comprehend​ ​the​ ​query​ ​to​ ​some​ ​degree,​ ​go
ahead​ ​with​ ​the​ ​rest​ ​of​ ​the​ ​task.
Co

Question​ ​1:​ ​How​ ​clear​ ​is​ ​the​ ​user​ ​intent​ ​to​ ​you?

In​ ​this​ ​section​ ​we​ ​want​ ​to​ ​know​ ​whether​ ​the​ ​user's​ ​intent​ ​is​ ​clear​ ​to​ ​you​ ​or​ ​not.​ ​After
researching​ ​the​ ​query,​ ​if​ ​you​ ​understood​ ​none​ ​of​ ​the​ ​words,​ ​then​ ​select​ ​the​ ​"​unrateable
query​"​ ​flag.​ ​Assuming​ ​you​ ​do​ ​understand​ ​at​ ​least​ ​some​ ​of​ ​the​ ​words​ ​in​ ​the​ ​query​ ​and
broadly​ ​what​ ​the​ ​user​ ​might​ ​be​ ​trying​ ​to​ ​achieve,​ ​try​ ​to​ ​think​ ​of​ ​the​ ​possible​ ​things​ ​the
user​ ​might​ ​be​ ​looking​ ​for​ ​or​ ​trying​ ​to​ ​do.
If​ ​you​ ​can​ ​only​ ​think​ ​of​ ​a​ ​single​ ​thing​ ​that​ ​the​ ​user​ ​might​ ​be​ ​looking​ ​to​ ​do,​ ​then​ ​the​ ​user
intent​ ​should​ ​be​ ​"Very​ ​Clear".​ ​ ​On​ ​the​ ​other​ ​hand,​ ​ ​if​ ​you​ ​can​ ​think​ ​of​ ​a​ ​few​ ​distinct
things​ ​ ​(2​ ​-​ ​5​ ​or​ ​so)​ ​that​ ​might​ ​be​ ​valid​ ​user​ ​intents,​ ​then​ ​the​ ​rating​ ​should​ ​be
 "Somewhat​ ​clear".​ ​If​ ​there​ ​can​ ​be​ ​so​ ​many​ ​possible​ ​user​ ​intents​ ​that​ ​it​ ​is​ ​impossible​ ​to
enumerate​ ​them,​ ​then​ ​the​ ​rating​ ​should​ ​be​ ​"Very​ ​unclear".
Rating Description Examples

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Very​ ​unclear There​ ​can​ ​be​ ​no Query:​ ​[life]
reasonable​ ​user Although​ ​the​ ​query​ ​is​ ​comprehensible,

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intents​ ​or​ ​many it​ ​is​ ​absolutely​ ​not​ ​clear​ ​what​ ​the​ ​user
reasonable​ ​distinct was​ ​looking​ ​for.​ ​There​ ​are​ ​just​ ​too
user​ ​intents. many​ ​possible​ ​user​ ​intents​ ​to
enumerate.
Query:​ ​[cash]
The​ ​user​ ​can​ ​be​ ​looking​ ​for​ ​ways​ ​to

36 ne make​ ​money.​ ​Or​ ​the​ ​user​ ​could​ ​be

looking​ ​to​ ​borrow​ ​money.​ ​Or​ ​the​ ​user
could​ ​be​ ​looking​ ​to​ ​store​ ​cash​ ​at​ ​a
bank.​ ​The​ ​possibilities​ ​are​ ​endless​ ​and
since​ ​there​ ​can​ ​be​ ​many
interpretations,​ ​it​ ​is​ ​not​ ​clear​ ​what​ ​the
23 id
user​ ​is​ ​looking​ ​for.
Query:​ ​[www]
It​ ​is​ ​really​ ​not​ ​clear​ ​what​ ​the​ ​user​ ​is
looking​ ​for​ ​and​ ​there​ ​are​ ​no
nf

reasonable​ ​user​ ​intents​ ​that​ ​can​ ​be

attributed​ ​to​ ​this​ ​query.
Somewhat​ ​clear There​ ​can​ ​be​ ​a​ ​few​ ​(2- Query:​ ​[chocolate​ ​chip​ ​cookies]
5​ ​or​ ​so)​ ​reasonable It​ ​is​ ​a​ ​bit​ ​unclear​ ​what​ ​the​ ​user​ ​is
distinct​ ​user​ ​intents. looking​ ​for.​ ​The​ ​user​ ​might​ ​be​ ​looking
Co

for​ ​recipes​ ​on​ ​how​ ​to​ ​make​ ​chocolate

chip​ ​cookies.​ ​Or​ ​the​ ​user​ ​might​ ​be
looking​ ​for​ ​online​ ​stores​ ​to​ ​purchase
chocolate​ ​chip​ ​cookies.​ ​It's​ ​possible
that​ ​the​ ​user​ ​is​ ​looking​ ​for​ ​information
about​ ​different​ ​kinds​ ​of​ ​chocolate​ ​chip
cookies.​ ​Since​ ​there​ ​can​ ​be​ ​a​ ​few
different​ ​valid​ ​user​ ​intents,​ ​ ​the​ ​user's
intent​ ​is​ ​not​ ​very​ ​clear.
 Query:​ ​[how​ ​to​ ​fix​ ​roof]
The​ ​user​ ​intends​ ​to​ ​fix​ ​some​ ​problem
with​ ​a​ ​roof.​ ​It​ ​is​ ​unclear​ ​what​ ​the
problem​ ​is​ ​and​ ​hence​ ​what​ ​targeted

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information​ ​to​ ​show​ ​the​ ​user​ ​to​ ​satisfy

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their​ ​intent.​ ​The​ ​user​ ​might​ ​want
information​ ​about​ ​roofing​ ​services,​ ​or
about​ ​roofing​ ​supplies​ ​or​ ​even​ ​tutorials
on​ ​how​ ​to​ ​fix​ ​roofs.
Query:​ ​[best​ ​buy​ ​santa​ ​monica]
There​ ​could​ ​a​ ​few​ ​different​ ​user​ ​intents

36 ne behind​ ​this​ ​query.​ ​The​ ​user​ ​could​ ​be

looking​ ​for​ ​directions​ ​to​ ​the​ ​Best​ ​Buy​ ​in
Santa​ ​Monica.​ ​Or​ ​the​ ​user​ ​might​ ​want
to​ ​determine​ ​if​ ​there​ ​is​ ​a​ ​Best​ ​Buy​ ​in
Santa​ ​Monica​ ​or​ ​they​ ​could​ ​be​ ​looking
for​ ​the​ ​website​ ​for​ ​Best​ ​Buy​ ​with​ ​the
23 id
store​ ​location​ ​set​ ​to​ ​Santa​ ​Monica.
Very​ ​clear There​ ​is​ ​only​ ​a​ ​single Query:​ ​[amazon.com]
reasonable​ ​user The​ ​user​ ​intends​ ​to​ ​visit​ ​amazon.com.
intent.
Query:​ ​[best​ ​budgeting​ ​app​ ​iphone]
nf

The​ ​user​ ​is​ ​interested​ ​in​ ​finding​ ​good

financial​ ​budgeting​ ​apps​ ​for​ ​the
iphone.
Co

Question​ ​2.​ ​What​ ​is​ ​the​ ​scope​ ​of​ ​the​ ​concepts​ ​covered​ ​by​ ​the​ ​ad​ ​in​ ​relation​ ​to​ ​the
concepts​ ​covered​ ​by​ ​the​ ​query?

What​ ​is​ ​a​ ​concept?

A​ ​concept​​ ​is​ ​a​ ​broad​ ​term​ ​for​ ​an​ ​idea​ ​that​ ​represents​ ​something,​ ​like​ ​an​ ​activity
(shopping),​ ​a​ ​thing​ ​(an​ ​iPhone,​ ​a​ ​discount)​ ​or​ ​a​ ​class​ ​of​ ​things​ ​(blue​ ​sweaters,
US-based​ ​companies).
Although​ ​an​ ​ad​ ​or​ ​a​ ​query​ ​can​ ​refer​ ​to​ ​multiple​ ​concepts,​ ​focus​ ​on​ ​the​ ​concepts​ ​which
are​ ​critical​ ​to​ ​defining​ ​what​ ​the​ ​ad​ ​or​ ​query​ ​is​ ​about.
For​ ​example,​ ​for​ ​the​ ​following​ ​ad:
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the​ ​important​ ​concepts​ ​are​ ​those​ ​of​ ​"Amazon.com"​ ​and​ ​"Books"​ ​since​ ​they​ ​define​ ​what
the​ ​ad​ ​is​ ​about.​ ​Less​ ​important​ ​concepts​ ​for​ ​this​ ​ad​ ​are​ ​those​ ​like​ ​"Amazon​ ​Prime",

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"Shipping",​ ​"Deals",​ ​"Electronics",​ ​"Toys"​ ​etc.
How​ ​do​ ​I​ ​compare​ ​scope?
In​ ​this​ ​question,​ ​you​ ​will​ ​have​ ​to​ ​assess​ ​whether​ ​the​ ​scope​ ​of​ ​the​ ​ad​ ​is​ ​the​ ​same​ ​as​ ​the
scope​ ​of​ ​the​ ​query​ ​and​ ​if​ ​they​ ​differ,​ ​in​ ​what​ ​way​ ​they​ ​differ.​ ​Consider​ ​the​ ​important
concepts​ ​that​ ​are​ ​associated​ ​with​ ​the​ ​query,​ ​and​ ​those​ ​that​ ​are​ ​associated​ ​with​ ​the​ ​ad.
When​ ​you​ ​compare​ ​scope,​ ​you​ ​look​ ​at​ ​the​ ​overlap​ ​between​ ​these​ ​groups.

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Rating
No e Description
There​ ​is
Overlap absolutely​ ​no
overlap​ ​between
the​ ​concepts
Examples
Query:​ ​[Android​ ​marshmallow​ ​update]
23 id
covered​ ​by​ ​the
ad​ ​and​ ​the
The​ ​ad​ ​is​ ​for​ ​actual​ ​candy​ ​while​ ​the​ ​query​ ​is​ ​for​ ​the
query.
android​ ​software​ ​update​ ​named​ ​Marshmallow.
Partial There​ ​is​ ​some Query:​ ​[new​ ​american​ ​university​ ​chemistry​ ​building]
nf

overlap degree​ ​of

overlap​ ​between
the​ ​scopes​ ​of
the​ ​ad​ ​and​ ​the The​ ​query​ ​and​ ​the​ ​ad​ ​overlap​ ​to​ ​the​ ​extent​ ​that​ ​they​ ​are
query,​ ​but​ ​their both​ ​about​ ​universities,​ ​but​ ​they​ ​are​ ​about​ ​fundamentally
Co

scopes​ ​cover different​ ​concepts.​ ​The​ ​query​ ​is​ ​about​ ​the​ ​Chemistry
fundamentally building​ ​within​ ​New​ ​American​ ​University​ ​and​ ​the​ ​user​ ​is
different​ ​sets​ ​of likely​ ​looking​ ​for​ ​its​ ​location,​ ​but​ ​the​ ​ad​ ​is​ ​for​ ​degree
topics​ ​and​ ​one programs​ ​at​ ​the​ ​University​ ​of​ ​Phoenix.
is​ ​not​ ​contained
within​ ​the​ ​other.
 Query:​ ​[bases​ ​for​ ​beds]

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The​ ​query​ ​and​ ​the​ ​ad​ ​are​ ​both​ ​about​ ​sleeping​ ​products,

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but​ ​the​ ​query​ ​is​ ​about​ ​bases​ ​while​ ​the​ ​ad​ ​is​ ​about
mattresses.​ ​Since​ ​both​ ​concepts​ ​are​ ​about​ ​bedding
products,​ ​they​ ​overlap​ ​partially​ ​but​ ​they​ ​are​ ​also​ ​each
about​ ​different,​ ​unique​ ​products​ ​so​ ​the​ ​overlap​ ​is​ ​only
partial.
Query:​ ​[recipes]

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The​ ​query​ ​and​ ​the​ ​ad​ ​overlap​ ​because​ ​they​ ​are​ ​both
broadly​ ​about​ ​cooking​ ​but​ ​the​ ​user​ ​is​ ​searching​ ​for
23 id
recipes,​ ​while​ ​the​ ​ad​ ​is​ ​about​ ​cooking​ ​ware.
Query:​ ​[plymouth​ ​nc]
nf

The​ ​query​ ​is​ ​for​ ​Plymouth,​ ​a​ ​city​ ​in​ ​North​ ​Carolina,​ ​and
the​ ​ad​ ​is​ ​for​ ​a​ ​very​ ​specific​ ​news​ ​article​ ​about​ ​North
Carolina's​ ​governor.​ ​There​ ​is​ ​some​ ​degree​ ​of​ ​overlap
because​ ​both​ ​the​ ​query​ ​and​ ​the​ ​ad​ ​are​ ​about​ ​North
Co

Carolina,​ ​but​ ​the​ ​query​ ​and​ ​the​ ​ad​ ​are​ ​about

fundamentally​ ​different​ ​concepts,​ ​so​ ​this​ ​is​ ​a​ ​case​ ​of​ ​a
"Partial​ ​Overlap".
 Ad The​ ​range​ ​of Query:​ ​[jewellery​ ​macys​ ​]
Narrowe concepts
r covered​ ​by​ ​the
ad​ ​is​ ​narrower

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than​ ​those

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covered​ ​by​ ​the
query.
The​ ​user​ ​is​ ​looking​ ​for​ ​jewellery​ ​at​ ​Macy's.​ ​The​ ​ad​ ​is​ ​for
earrings​ ​and​ ​hence​ ​is​ ​narrower​ ​in​ ​scope.

Ad The​ ​range​ ​of Query:​ ​[Women's​ ​sweaters​ ​JCPenny]

36 n
Broader concepts

e covered​ ​by​ ​the

ad​ ​is​ ​broader
than​ ​those
covered​ ​by​ ​the
query.
The​ ​query​ ​is​ ​specifically​ ​about​ ​women's​ ​sweaters​ ​at
JCPenny​ ​but​ ​the​ ​ad​ ​is​ ​about​ ​all​ ​sweaters.​ ​So,​ ​the​ ​scope
of​ ​the​ ​ad​ ​is​ ​broader​ ​than​ ​that​ ​of​ ​the​ ​query.
23 id
Query​ ​[amazon.com​ ​books]
nf

The​ ​query​ ​is​ ​specifically​ ​for​ ​books​ ​at​ ​amazon,​ ​but​ ​the​ ​ad
is​ ​for​ ​the​ ​broader​ ​amazon​ ​website.

Query:​ ​[frozen​ ​poster]

Co

The​ ​query​ ​is​ ​looking​ ​specifically​ ​for​ ​frozen​ ​posters​ ​but​ ​the
ad​ ​is​ ​for​ ​Disney​ ​posters​ ​in​ ​general.
 Same The​ ​range​ ​of Query:​ ​[amazon.com​ ​books]
concepts
represented​ ​by
the​ ​ad​ ​and

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query​ ​are​ ​the The​ ​ad​ ​is​ ​looking​ ​for​ ​books​ ​on​ ​amazon.com​ ​and​ ​the​ ​ad​ ​is

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same. for​ ​books​ ​on​ ​amazon.com.​ ​The​ ​ad​ ​also​ ​describes​ ​other
The​ ​ad​ ​does​ ​not concepts​ ​like​ ​"Amazon​ ​Prime",​ ​"Deals"​ ​etc.,​ ​ ​but​ ​the
cover​ ​any important​ ​concepts​ ​for​ ​both​ ​the​ ​ad​ ​and​ ​the​ ​query​ ​are​ ​the
concepts​ ​not same.
present​ ​in​ ​the
query​ ​and Query:​ ​[Women's​ ​sweaters​ ​JCPenny]

36 ne vice-versa

Question​ ​3.​ ​Does​ ​the​ ​ad​ ​misinterpret​ ​the​ ​concept​ ​the​ ​user​ ​specified​ ​in​ ​the​ ​query​ ​and
23 id
target​ ​a​ ​completely​ ​different​ ​concept​ ​with​ ​a​ ​similar​ ​spelling​ ​or​ ​pronunciation?

Sometimes​ ​the​ ​same​ ​or​ ​similar​ ​phrases​ ​can​ ​refer​ ​to​ ​two​ ​entirely​ ​different​ ​concepts.
Determine​ ​the​ ​concept​ ​that​ ​the​ ​user​ ​is​ ​likely​ ​referring​ ​to​ ​and​ ​then​ ​assess​ ​whether​ ​the​ ​ad
targets​ ​a​ ​completely​ ​different​ ​concept​ ​with​ ​the​ ​same​ ​or​ ​similar​ ​spelling​ ​or​ ​pronunciation.
nf

Rati Description Examples

ng
Yes The​ ​ad​ ​misinterprets Query:​ ​[paris]
the​ ​concept​ ​the​ ​user
Co

specified​ ​in​ ​the​ ​query

and​ ​targets​ ​a
completely The​ ​ad​ ​is​ ​for​ ​the​ ​purchase​ ​of​ ​plaster​ ​of​ ​paris​ ​which​ ​is
different​concept​ ​with​ ​a very​ ​likely​ ​an​ ​incorrect​ ​interpretation​ ​of​ ​the​ ​query.​ ​The
similar​ ​spelling​ ​or user​ ​probably​ ​want​ ​to​ ​see​ ​information​ ​about​ ​Paris,
pronunciation. France.
 Query:​ ​[transformers​ ​2]

3 l
The​ ​ad​ ​is​ ​for​ ​electrical​ ​transformers​ ​while​ ​the​ ​query

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probably​ ​refers​ ​to​ ​the​ ​Transformers​ ​series​ ​of​ ​movies.

No The​ ​ad​ ​does​ ​not​ ​target​ ​a Query:​ ​[hair​ ​laser​ ​treatment​ ​growth]
completely​ ​different
concept​ ​with​ ​a​ ​similar

36 ne spelling​ ​or​ ​pronunciation

to​ ​what​ ​the​ ​user
specified​ ​in​ ​the​ ​query.
The​ ​user​ ​is​ ​looking​ ​for​ ​laser​ ​treatment​ ​for​ ​hair​ ​growth​.
The​ ​ad​ ​is​ ​showing​ ​treatments​ ​for​ ​hair​ ​removal.​ ​These
are​ ​related​ ​concepts​ ​and​ ​so​ ​even​ ​though​ ​this​ ​is​ ​a​ ​bad
ad,​ ​the​ ​ad​ ​still​ ​targets​ ​the​ ​same​ ​concept​ ​the​ ​user​ ​is
looking​ ​for.​ ​If​ ​instead,​ ​the​ ​ad​ ​targeted​ ​"Hair"​ ​the
23 id
movie,​ ​then​ ​the​ ​response​ ​to​ ​this​ ​question​ ​would​ ​have
been​ ​"Yes".
Query:​ ​[Pizza​ ​Santa​ ​Monica]
nf

The​ ​user​ ​is​ ​looking​ ​for​ ​Pizza​ ​in​ ​Santa​ ​Monica,

California.​ ​The​ ​ad​ ​is​ ​for​ ​Chinese​ ​food​ ​delivery​ ​in​ ​New
Co

York​ ​City.​ ​While​ ​the​ ​ad​ ​targets​ ​a​ ​different​ ​concept,​ ​it
is​ ​not​ ​similar​ ​sounding​ ​in​ ​any​ ​way​ ​to​ ​"Pizza​ ​Santa
Monica",​ ​so​ ​the​ ​rating​ ​for​ ​this​ ​example​ ​is​ ​"No".

Question​ ​4.​ ​Does​ ​this​ ​ad​ ​miss​ ​a​ ​critical​ ​requirement​ ​for​ ​satisfying​ ​the​ ​user​ ​intent?

Think​ ​about​ ​all​ ​the​ ​concepts​ ​ ​and​ ​requirements​ ​the​ ​user​ ​has​ ​specified​ ​in​ ​the​ ​query.​ ​Now
for​ ​each​ ​requirement,​ ​ask​ ​yourself​ ​how​ ​likely​ ​the​ ​user​ ​is​ ​to​ ​consider​ ​an​ ​alternative.​ ​If​ ​it​ ​is
very​ ​likely​ ​that​ ​the​ ​user​ ​will​ ​consider​ ​an​ ​alternative,​ ​then​ ​the​ ​requirement​ ​is​ ​non-critical​.
 If​ ​missing​ ​this​ ​requirement​ ​or​ ​providing​ ​an​ ​alternative​ ​would​ ​be​ ​unacceptable​ ​to​ ​most
users,​ ​then​ ​it​ ​is​ ​critical​.​ ​If​ ​an​ ​ad​ ​drops​ ​both​ ​a​ ​critical​ ​and​ ​a​ ​non-critical​ ​requirement
select​ ​"​Misses​ ​critical​ ​requirement​"​ ​since​ ​that​ ​leads​ ​to​ ​worse​ ​ad​ ​experience​ ​for​ ​the
user.

3 l
Rating Descriptio Examples

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n
Misses The​ ​ad Query:​ ​[hair​ ​laser​ ​treatment​ ​growth]
critical misses​ ​one
requiremen or​ ​more
t critical
requiremen The​ ​user​ ​is​ ​looking​ ​for​ ​laser​ ​treatment​ ​for​ ​hair​ ​growth.​ ​But

36 ne ts​ ​that​ ​the

user
specified​ ​in
the​ ​query.
the​ ​ad​ ​is​ ​showing​ ​treatments​ ​for​ ​hair​ ​removal.​ ​The​ ​ad
completely​ ​missed​ ​the​ ​key​ ​requirement​ ​of​ ​hair​ ​growth
instead​ ​of​ ​hair​ ​removal​ ​ ​from​ ​the​ ​query​ ​and​ ​it​ ​is​ ​very​ ​unlikely
that​ ​the​ ​user​ ​can​ ​be​ ​swayed​ ​to​ ​accept​ ​this​ ​ad​ ​as​ ​satisfying
their​ ​intent.
23 id
Query:​ ​[womens​ ​sweaters]

The​ ​user​ ​is​ ​looking​ ​for​ ​womens'​ ​sweaters​ ​but​ ​the​ ​ad​ ​is​ ​for
nf

childrens'​ ​sweaters.​ ​This​ ​ad​ ​completely​ ​missed​ ​the

requirement​ ​of​ ​ ​"women"​ ​and​ ​hence​ ​misses​ ​a​ ​key
requirement​ ​since​ ​the​ ​user​ ​is​ ​unlikely​ ​to​ ​be​ ​satisfied​ ​by
children's​ ​sweaters.
Query:​ ​[wow​ ​stutter]
Co

The​ ​user​ ​is​ ​looking​ ​for​ ​information​ ​about​ ​a​ ​specific​ ​problem
while​ ​rendering​ ​graphics​ ​in​ ​the​ ​game​ ​World​ ​of​ ​Warcraft,
called​ ​stuttering.​ ​The​ ​ad,​ ​instead,​ ​provides​ ​information
about​ ​the​ ​stuttering,​ ​the​ ​speech​ ​impediment.​ ​The​ ​ad​ ​has
thus​ ​completely​ ​missed​ ​the​ ​key​ ​requirement​ ​that​ ​information
about​ ​stuttering​ ​should​ ​be​ ​in​ ​the​ ​context​ ​of​ ​the​ ​video​ ​game
World​ ​of​ ​Warcraft.
 Query:​ ​[Pizza​ ​Santa​ ​Monica]

3 l
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The​ ​query​ ​is​ ​for​ ​Pizza​ ​in​ ​Santa​ ​Monica​ ​while​ ​the​ ​ad​ ​is​ ​for
Pizza​ ​Delivery​ ​in​ ​San​ ​Francisco.​ ​The​ ​ad​ ​completely​ ​misses
the​ ​critical​ ​requirement​ ​that​ ​the​ ​pizza​ ​delivery​ ​should​ ​be​ ​in
Santa​ ​Monica​ ​since​ ​San​ ​Francisco​ ​is​ ​too​ ​far​ ​away​ ​from
Santa​ ​Monica​ ​for​ ​a​ ​pizza​ ​delivery.

t
36 n
Misses
non-critical
e
requiremen
The​ ​ad
misses​ ​one
or​ ​more
non-critical
requiremen
Query:​ ​[leather​ ​sofas]
23 id
ts​ ​that​ ​the The​ ​user​ ​is​ ​searching​ ​for​ ​leather​ ​sofas​ ​but​ ​the​ ​ad​ ​is​ ​for
user fabric​ ​sofas.​ ​While​ ​this​ ​misses​ ​the​ ​"leather"​ ​requirement​ ​for
specified​ ​in the​ ​sofa,​ ​it​ ​is​ ​likely​ ​that​ ​the​ ​user​ ​might​ ​also​ ​be​ ​willing​ ​to
the​ ​query. consider​ ​fabric​ ​sofas.
nf

Query:​ ​[macy's​ ​women's​ ​shoes]

Co

The​ ​user​ ​is​ ​looking​ ​for​ ​women's​ ​shoes​ ​at​ ​Macy's.​ ​The​ ​ad​ ​is
for​ ​shoes​ ​at​ ​Zappos.​ ​Although​ ​this​ ​is​ ​not​ ​a​ ​perfect​ ​match
and​ ​the​ ​store​ ​is​ ​different​ ​from​ ​what​ ​is​ ​specified​ ​in​ ​the​ ​query,
the​ ​exact​ ​store​ ​is​ ​not​ ​such​ ​a​ ​critical​ ​requirement​ ​to
significantly​ ​affect​ ​user​ ​satisfaction.​ ​The​ ​user​ ​will​ ​likely​ ​find
equally​ ​good​ ​shoes​ ​at​ ​Zappos.
 Doesn't The​ ​ad Query:​ ​[nike​ ​men's​ ​shoes]
miss​ ​any does​ ​not
requiremen miss​ ​any
ts requiremen

3 l
ts​ ​that​ ​the

32 tia
user
specified​ ​in
the​ ​query.

Question​ ​5.​ ​Is​ ​this​ ​ad​ ​awkwardly​ ​phrased​ ​or​ ​difficult​ ​to​ ​make​ ​sense​ ​of?

36 n
Is​ ​the​ ​ad​ ​text​ ​awkwardly​ ​phrased​ ​or​ ​difficult​ ​to​ ​make​ ​sense​ ​of?​​ ​One​ ​possible​ ​way
this​ ​can​ ​happen​ ​is​ ​when​ ​the​ ​ad​ ​is​ ​"machine​ ​generated"​ ​and​ ​terms​ ​from​ ​the​ ​query​ ​are
stuffed​ ​into​ ​the​ ​ad​ ​creative​ ​resulting​ ​in​ ​a​ ​nonsensical​ ​or​ ​ungrammatical​ ​ad.​ ​Machine
e
generated​ ​ads​ ​aren't​ ​always​ ​bad,​ ​just​ ​the​ ​ones​ ​which​ ​are​ ​nonsensical​ ​or
ungrammatical.​ ​Please​ ​read​ ​the​ ​full​ ​ad​ ​creative​ ​text.
23 id
Rating Description Examples
Yes The​ ​ad​ ​text Query:​ ​[del​ ​mar​ ​food​ ​fair]
is
awkwardly
phrased​ ​or
nf

difficult​ ​to
make​ ​sense
of.
It​ ​is​ ​obvious​ ​that​ ​the​ ​word​ ​"food"​ ​has​ ​been​ ​taken​ ​from​ ​the
query​ ​and​ ​inserted​ ​into​ ​the​ ​ad​ ​creative​ ​in​ ​an​ ​awkward
Co

manner​ ​resulting​ ​in​ ​an​ ​ad​ ​which​ ​says​ ​"Map​ ​Food".​ ​This
doesn't​ ​quite​ ​make​ ​sense​ ​and​ ​this​ ​ad​ ​is​ ​likely​ ​to​ ​have​ ​been
machine​ ​generated.
No The​ ​ad​ ​text Query:​ ​[amazon.com​ ​books]
is​ ​not
awkwardly
phrased​ ​or
difficult​ ​to
make​ ​sense
of. The​ ​ad​ ​creative​ ​is​ ​not​ ​nonsensical​ ​or​ ​ungrammatical.
 Question​ ​6.​ ​What​ ​is​ ​the​ ​relationship​ ​between​ ​the​ ​products,​ ​services​ ​or​ ​information
advertised​ ​by​ ​the​ ​ad​ ​to​ ​what​ ​is​ ​specified​ ​in​ ​the​ ​query?

3 l
In​ ​this​ ​section,​ ​we​ ​want​ ​to​ ​know​ ​whether​ ​the​ ​Ad​ ​Creative​ ​offers​ ​what​ ​is​ ​specified​ ​in​ ​the
query,​ ​whether​ ​it​ ​offers​ ​a​ ​viable​ ​substitute​ ​or​ ​if​ ​it​ ​doesn't​ ​offer​ ​a​ ​viable​ ​substitute​ ​or

32 tia
related​ ​product​ ​at​ ​all.
Rating Description Examples
No The Query:​ ​[Google​ ​pixel]
Relationsh information,
ip products​ ​or

36 ne services
advertised​ ​by
the​ ​ad​ ​and
those
specified​ ​in
the​ ​query​ ​are
The​ ​query​ ​is​ ​for​ ​a​ ​Google​ ​Pixel​ ​phone,​ ​but​ ​the​ ​ad
interprets​ ​it​ ​to​ ​be​ ​the​ ​movie​ ​"Pixels"​ ​released​ ​in​ ​2016.
23 id
not​ ​related​ ​in
any​ ​way.
Related The Query:​ ​[HP​ ​printers]
products/servi
ces​ ​or
nf

information
advertised​ ​in
ad​ ​does​ ​not The​ ​ad​ ​is​ ​for​ ​ink​ ​for​ ​printers.​ ​Ink​ ​does​ ​not​ ​perform​ ​the
perform​ ​the same​ ​function​ ​as​ ​printers​ ​but​ ​it​ ​is​ ​necessary​ ​for​ ​printers​ ​to
same​ ​function
Co

work.
as​ ​what​ ​is
Query:​ ​[HP​ ​printers]
specified​ ​in
the​ ​query,​ ​but
it​ ​performs​ ​a
related
function.​ ​They
might​ ​be
tangentially
relevant​ ​to​ ​the
user.
 Query:​ ​ ​[Beach​ ​Cities​ ​Car​ ​Wash​ ​Venice]

​​
Car​ ​wash​ ​detergent​ ​is​ ​related​ ​to​ ​car​ ​washes​ ​because​ ​it​ ​is

3 l
used​ ​in​ ​car​ ​washes.

32 tia
The Query:​ ​[HP​ ​printers]
Viable products/servi
substitute ces​ ​or
information
advertised​ ​in

36 ne the​ ​ad
performs​ ​the
same​ ​function
as​ ​what​ ​is
specified​ ​in
the​ ​query​ ​and
Both​ ​the​ ​ad​ ​and​ ​the​ ​query​ ​are​ ​for​ ​printers​ ​but​ ​while​ ​the
query​ ​is​ ​for​ ​HP​ ​printers,​ ​the​ ​ad​ ​is​ ​for​ ​printers​ ​from​ ​Epson
which​ ​is​ ​a​ ​competitor.

Query:​ ​[Beach​ ​Cities​ ​Car​ ​Wash​ ​Venice]

23 id
hence​ ​it​ ​can
be​ ​used​ ​as​ ​a
viable The​ ​ad​ ​is​ ​for​ ​a​ ​mobile​ ​car​ ​wash​ ​service​ ​which​ ​services​ ​the
substitute​ ​by Venice,​ ​Los​ ​Angeles​ ​area​ ​while​ ​the​ ​query​ ​is​ ​for​ ​another
the​ ​user. service​ ​within​ ​the​ ​Venice,​ ​Los​ ​Angeles​ ​area.
nf

Query:​ ​[macy's​ ​shoes]

Co
 Query:​ ​[job​ ​listings​ ​monster]

3 l
32 tia
The​ ​query​ ​is​ ​for​ ​job​ ​listings​ ​on​ ​the​ ​site​ ​Monster.com,​ ​but
the​ ​ad​ ​is​ ​for​ ​the​ ​competitor​ ​site​ ​Indeed.com.

Same The Query:​ ​[plumbing​ ​service​ ​venice]

product/servic

36 ne e​ ​or
information
advertised​ ​in
the​ ​ad​ ​is
exactly​ ​for
what​ ​is
The​ ​ad​ ​is​ ​exactly​ ​for​ ​what​ ​the​ ​query​ ​specified.
23 id
specified​ ​in Query:​ [​ Sony​ ​playstation]
the​ ​query.
nf
Co

Question​ ​7.​ ​How​ ​good​ ​is​ ​the​ ​ad​ ​relative​ ​to​ ​the​ ​top​ ​3​ ​search​ ​results?

In​ ​this​ ​section,​ ​we​ ​want​ ​to​ ​know​ ​how​ ​good​ ​the​ ​ad​ ​is​ ​relative​ ​to​ ​the​ ​search​ ​results.​ ​Look​ ​at​ ​the
top​ ​3-5​ ​search​ ​results​ ​to​ ​form​ ​your​ ​judgment.​ ​Please​ ​ignore​ ​Product​ ​Listing​ ​Ads​ ​(the​ ​sliding
panel​ ​of​ ​ads​ ​at​ ​the​ ​top​ ​of​ ​the​ ​results​ ​page)​ ​when​ ​making​ ​your​ ​decision.​ ​ B ​ elow,​ ​ ​the​ ​panel
of​ ​ads​ ​displaying​ ​different​ ​Nikon​ ​digital​ ​cameras​ ​are​ ​Product​ ​Listing​ ​Ads.
 3 l
32 tia
36 ne
Some​ ​examples​ ​for​ ​each​ ​of​ ​the​ ​rating​ ​categories:
23 id
Rating Descriptio Examples
n

Both Both​ ​the​ ​ad Query:​ ​[what​ ​is​ ​the​ ​phone​ ​number​ ​for​ ​Company​ ​X]
Ad and​ ​the
nf

and search Company​ ​X​ ​does​ ​not​ ​have​ ​an​ ​online​ ​presence.​ ​The​ ​ad​ ​and​ ​the
Searc results​ ​are search​ r​ esults​ ​are​ ​for​ ​another​ ​unrelated​ ​company.
h​ ​Bad unlikely​ ​to
satisfy​ ​the
user​ ​intent.
Co

Ad The​ ​search Query:​ ​[molecular​ ​mass​ ​of​ ​sulphur]

worse results​ ​are
than more​ ​likely The​ ​ad​ ​is​ ​for​ ​a​ ​company​ ​that​ ​sells​ ​industrial​ ​sulphur,​ ​while​ ​the
Searc to​ ​satisfy search​ ​results​ ​point​ ​to​ ​resources​ ​containing​ ​information​ ​about
h the​ ​user the​ ​chemistry​ ​of​ ​sulphur.
intent​ ​than
the​ ​ad.
 Query:​ ​[Food​ ​Spain]

The​ ​ad​ ​is​ ​for​ ​a​ ​travel​ ​company​ ​that​ ​organizes​ ​tours​ ​in​ ​Spain.
The​ ​search​ ​results​ ​point​ ​to​ ​webpages​ ​containing​ ​information

3 l
about​ ​Spanish​ ​cuisine.

32 tia
The​ ​ad Query:​ ​[HP​ ​printer]
Ad either
and exactly The​ ​ad​ ​is​ ​for​ ​an​ ​online​ ​store​ ​that​ ​sells​ ​HP​ ​printers​ ​and​ ​the
Searc matches search​ ​results​ ​point​ ​to​ ​pages​ ​which​ ​seem​ ​to​ ​contain​ ​HP​ ​printers.
h the​ ​search

36 n
good

e results,​ ​or
adds​ ​useful
variety​ ​over
them.​ ​Both
are​ ​likely​ ​to
satisfy​ ​the
users
Query:​ ​[Ethiopian​ ​coffee]

The​ ​ad​ ​is​ ​for​ ​a​ ​company​ ​that​ ​sells​ ​coffee​ ​while​ ​the​ ​search
results​ ​point​ ​to​ ​webpages​ ​that​ ​contain​ ​different​ ​kinds​ ​of​ ​coffee
including​ ​Ethiopian.
23 id
intent.
nf
Co
 Ad The​ ​Ad​ ​is Query:​ ​[new​ ​egg​ ​promo]
better likely​ ​to​ ​be
than more
Searc relevant​ ​to

3 l
h the​ ​user

32 tia
than​ ​the
search
results. Search​ ​results:

36 ne
23 id
The​ ​search​ ​results​ ​are​ ​from​ ​some​ ​other​ ​websites​ ​while​ ​the​ ​ad​ ​is
from​ ​ ​newegg.com.​ ​So,​ ​the​ ​ad​ ​is​ ​likely​ ​to​ ​be​ ​more​ ​relevant​ ​to​ ​the
user​ ​than​ ​the​ ​search​ ​results.
nf

The​ ​Remaining​ ​Questions​ ​are​ ​about​ ​the​ ​Landing​ ​Page​ ​(LP)

Co

Question​ ​8.​ ​Does​ ​the​ ​LP​ ​have​ ​any​ ​issues​ ​that​ ​make​ ​it​ ​unusable​ ​/​ ​infeasible?​ ​Select​ ​all
that​ ​apply.

In​ ​this​ ​section,​ ​we​ ​want​ ​to​ ​determine​ ​if​ ​there​ ​are​ ​any​ ​serious​ ​issues​ ​that​ ​make​ ​it
infeasible​ ​to​ ​satisfy​ ​the​ ​user's​ ​intent.​ ​Select​ ​all​ ​the​ ​options​ ​that​ ​apply.
Rating Description Examples
 Location The​ ​landing​ ​page​ ​is Query:​ ​[pizza​ ​Santa​ ​Monica]
mismatch for​ ​a​ ​product/service Landing​ ​page:​ ​The​ ​LP​ ​is​ ​for​ ​a​ ​pizzeria
in​ ​a​ ​location​ ​too​ ​far in​ ​Santa​ ​Barbara​ ​which​ ​is​ ​85​ ​miles
away​ ​from​ ​the​ ​user away​ ​from​ ​Santa​ ​Monica.​ ​It​ ​is

3 l
to​ ​be​ ​feasible. unreasonable​ ​to​ ​expect​ ​the​ ​user​ ​to

32 tia
travel​ ​that​ ​far​ ​to​ ​get​ ​pizza.
Language Parts​ ​of​ ​the​ ​landing Query:​ ​[hotels​ ​paris]
mismatch page​ ​are​ ​in​ ​a​ ​foreign Landing​ p ​ age:​ ​While​ ​large​ ​parts​ ​of​ ​the
language. LP​ ​are​ ​in​ E
​ nglish,​ ​the​ ​hotel​ ​descriptions
within​ ​the​ ​LP​ ​are​ ​in​ ​French.​ ​This​ ​affects
the​ ​user's​ ​ability​ ​to​ ​understand​ ​content

36 n
Out​ ​of​ ​stock
e The​ ​product​ ​/​ ​service
the​ ​user​ ​is​ ​looking
on​ ​the​ ​page​ ​relevant​ ​to​ ​their​ ​intent.

for​ ​is​ ​out​ ​of​ ​stock​ ​/

no​ ​longer​ ​available.
Query:​ ​[NIKE​ ​FREE​ ​RN​ ​FLYKNIT​ ​2017]
Landing​ ​page:​ ​The​ ​LP​ ​has​ ​other​ ​Nike
shoes​ ​available​ ​but​ ​not​ ​the​ ​model
specified​ ​in​ ​the​ ​query.​ ​The​ ​image​ ​/
listing​ ​for​ ​this​ ​specific​ ​model​ ​is​ ​marked
23 id
as​ ​Out​ ​of​ ​Stock.
Query:​ ​[tickets​ ​superbowl​ ​2016]
Landing​ ​page:​ ​The​ ​LP​ ​has​ ​tickets​ ​to
other​ ​football​ ​games​ ​but​ ​not​ ​the​ ​2016
nf

SuperBowl​ ​since​ ​it​ ​is​ ​already​ ​over.

Question​ ​9.​ ​Does​ ​the​ ​LP​ ​have​ ​any​ ​issues​ ​that​ ​affect​ ​user’s​ ​interaction​ ​with​ ​the​ ​page?
Select​ ​all​ ​that​ ​apply.
Co

Think​ ​about​ ​the​ ​user's​ ​interaction​ ​with​ ​the​ ​landing​ ​page​ ​when​ ​they​ ​visit​ ​it.​ ​Do​ ​they​ ​have
any​ ​negative​ ​experiences​ ​on​ ​any​ ​of​ ​the​ ​following​ ​dimensions?​ ​Select​ ​all​ ​that​ ​apply.
Rating Description
The​ ​LP​ ​is​ ​cluttered.​ ​Text​ ​and​ ​images​ ​are​ ​not​ ​well
Cluttered formatted​ ​and​ ​the​ ​LP​ ​is​ ​not​ ​aesthetically​ ​appealing.​ ​It
is​ ​not​ ​clear​ ​whether​ ​the​ ​information​ ​the​ ​user​ ​is​ ​looking
for​ ​is​ ​on​ ​the​ ​page​ ​and​ ​the​ ​user​ ​has​ ​to​ ​make​ ​an​ ​effort
to​ ​locate​ ​it.
 Interstitial​ ​/​ ​form When​ ​the​ ​user​ ​visits​ ​the​ ​LP,​ ​ ​they​ ​first​ ​see​ ​an
interstitial​ ​(content​ ​that​ ​prevents​ ​the​ ​user​ ​from
accessing​ ​the​ ​LP)​ ​or​ ​a​ ​form​ ​that​ ​is​ ​difficult​ ​to​ ​dismiss
or​ ​requires​ ​extra​ ​steps.​ ​The​ ​screenshot​ ​below​ ​shows

3 l
an​ ​example​ ​of​ ​an​ ​interstitial.

32 tia
36 ne
23 id
Distracting​ ​ads The​ ​LP​ ​has​ ​ads​ ​which​ ​attract​ ​the​ ​user's​ ​attention​ ​away
from​ ​the​ ​main​ ​content.​ ​For​ ​example,​ ​flashing​ ​ads​ ​or
too​ ​many​ ​ads​ ​or​ ​ads​ ​which​ ​are​ ​shocking​ ​and
surprising.
nf

Prods​ ​the​ ​user​ ​to​ ​stay The​ ​LP​ ​prods​ ​the​ ​user​ ​to​ ​stay​ ​/​ ​makes​ ​it​ ​difficult​ ​for
them​ ​to​ ​leave​ ​the​ ​page​ ​through​ ​repeated​ ​messages​ ​or
alerts.
Bad​ ​grammar The​ ​LP​ ​consists​ ​of​ ​content​ ​which​ ​has​ ​bad​ ​grammar​ ​or
Co

awkward​ ​phrasing

Question​ ​10.​ ​Does​ ​the​ ​landing​ ​page​ ​have​ ​any​ ​issues​ ​that​ ​might​ ​undermine​ ​the​ ​trust
or​ ​safety​ ​of​ ​the​ ​user?​ ​Select​ ​all​ ​that​ ​apply.

Think​ ​about​ ​whether​ ​the​ ​ad​ ​is​ ​trying​ ​to​ ​deceive​ ​or​ ​mislead​ ​the​ ​user.​ ​A​ ​landing​ ​page
should​ ​be​ ​considered​ ​deceptive​ ​even​ ​if​ ​it​ ​technically​ ​has​ ​disclaimers/clarifying​ ​text,​ ​but
the​ ​text​ ​is​ ​hard​ ​to​ ​find,​ ​and​ ​likely​ ​to​ ​confuse​ ​the​ ​user.
Rating Description Examples
 LP-AC​ ​mismatch The​ ​LP​ ​does​ ​not Query:​ ​[NIKE​ ​FREE​ ​RN​ ​FLYKNIT​ ​2017]
provide​ ​what​ ​the​ ​ad Ad​ ​Creative:​ ​The​ ​ad​ ​creative​ ​promises
creative​ ​promises. Nike​ ​shoes.
Landing​ ​page:​ ​ ​The​ ​LP​ ​doesn't​ ​actually

3 l
have​ ​any​ ​Nike​ ​shoes.

32 tia
Pretends​ ​to​ ​be The​ ​LP​ ​falsely Query:​ ​[tickets​ ​LA​ ​Opera]
official claims​ ​to​ ​be​ ​the Landing​ ​page:​ ​The​ ​LP​ ​falsely​ ​claims​ ​that
official​ ​page​ ​when they​ ​are​ ​the​ ​official​ ​site​ ​to​ ​buy​ ​tickets​ ​to
it's​ ​not,​ ​or​ ​has​ ​a the​ ​Los​ ​Angeles​ ​Opera,​ ​but​ ​it​ ​is​ ​not.​ ​The
disclaimer​ ​on​ ​the official​ ​site​ ​is​ ​actually​ ​that​ ​of​ ​the​ ​LA

36 ne page​ ​but​ ​the

disclaimer​ ​is​ ​hard
to​ ​find.
opera.
Query:​ ​[iphone​ ​repair]
Landing​ ​page:​ ​The​ ​LP​ ​falsely​ ​claims​ ​that
they​ ​are​ ​the​ ​official​ ​site​ ​for​ ​repairing
iphones,​ ​but​ ​the​ ​official​ ​site​ ​is​ ​actually
within​ ​the​ ​apple.com​ ​domain.
23 id
Query:​ ​[United​ ​Airlines]
Landing​ ​page:​ ​The​ ​LP​ ​looks​ ​very​ ​much
like​ ​the​ ​official​ ​united​ ​airlines​ ​page,​ ​but
has​ ​small​ ​print​ ​at​ ​the​ ​bottom​ ​of​ ​the​ ​page
nf

indicating​ ​that​ ​they​ ​are​ ​not​ ​affiliated​ ​with

United​ ​Airlines.​ ​This​ ​could
mislead/confuse​ ​users​ ​into​ ​believing​ ​that
it​ ​is​ ​the​ ​official​ ​page
Provides​ ​false The​ ​LP​ ​provides Query:​ ​[vitamin​ ​C]
Co

information false​ ​or​ ​misleading Landing​ ​page:​ ​The​ ​LP​ ​sells​ ​vitamin​ ​C
information​ ​based supplements​ ​and​ ​says​ ​that​ ​these
on​ ​common​ ​sense. supplements​ ​can​ ​help​ ​the​ ​consumer
lose​ ​weight.​ ​There​ ​is​ ​no​ ​medical
evidence​ ​supporting​ ​this​ ​claim.
Unexpected The​ ​LP​ ​leads​ ​to​ ​an Query:​ ​[songs​ ​by​ ​band​ ​x]
download unexpected Landing​ ​page:​ ​When​ ​the​ ​LP​ ​loads,​ ​it
download​ ​without starts​ ​downloading​ ​an​ ​.exe​ ​file​ ​which​ ​is
explicit​ ​permission supposed​ ​to​ ​play​ ​music​ ​available​ ​on​ ​the
from​ ​the​ ​user. site.​ ​The​ ​user​ ​never​ ​explicitly​ ​gave
permission​ ​to​ ​download​ ​this​ ​.exe​ ​file.
 Question​ ​11.​ ​What​ ​is​ ​the​ ​scope​ ​of​ ​the​ ​concepts​ ​covered​ ​by​ ​the​ ​landing​ ​page​ ​in
relation​ ​to​ ​the​ ​concepts​ ​covered​ ​by​ ​the​ ​query?

3 l
What​ ​is​ ​a​ ​concept?

32 tia
A​ ​concept​​ ​is​ ​a​ ​broad​ ​term​ ​for​ ​an​ ​idea​ ​that​ ​represents​ ​something,​ ​like​ ​an​ ​activity
(shopping),​ ​a​ ​thing​ ​(an​ ​iPhone,​ ​a​ ​discount)​ ​or​ ​a​ ​class​ ​of​ ​things​ ​(blue​ ​sweaters,
US-based​ ​companies).
Although​ ​an​ ​query​ ​or​ ​a​ ​landing​ ​page​ ​can​ ​refer​ ​to​ ​multiple​ ​concepts,​ ​focus​ ​on​ ​the
concepts​ ​which​ ​are​ ​critical​ ​to​ ​defining​ ​what​ ​the​ ​landing​ ​page​ ​or​ ​query​ ​is​ ​about.
For​ ​landing​ ​pages,​ ​this​ ​means​ ​that​ ​you​ ​should​ ​focus​ ​on​ ​the​ ​main​ ​content​ ​of​ ​the

36 n
webpage​ ​and​ ​not​ ​on​ ​concepts​ ​introduced​ ​by​ ​interstitials,​ ​web​ ​forms,​ ​product​ ​reviews​ ​on
the​ ​landing​ ​page​ ​or​ ​comments​ ​by​ ​users​ ​on​ ​content​ ​on​ ​the​ ​web​ ​page.​ ​For​ ​example,
consider​ ​the​ ​landing​ ​page​ ​https://www.amazon.com/s?field-keywords=Nike+shoes
e
which​ ​has​ ​Nike​ ​shoes.​ ​The​ ​main​ ​concept​ ​that​ ​should​ ​be​ ​considered​ ​is​ ​that​ ​of​ ​Nike
Shoes.​ ​The​ ​other​ ​content​ ​such​ ​as​ ​product​ ​ratings,​ ​comments​ ​and​ ​reviews,​ ​other​ ​ads​ ​on
the​ ​page,​ ​links​ ​to​ ​other​ ​products​ ​etc.​ ​aren't​ ​very​ ​important.
23 id
How​ ​do​ ​I​ ​compare​ ​scope?
In​ ​this​ ​question,​ ​you​ ​will​ ​have​ ​to​ ​assess​ ​whether​ ​the​ ​scope​ ​of​ ​the​ ​landing​ ​page​ ​is​ ​the
same​ ​as​ ​the​ ​scope​ ​of​ ​the​ ​query​ ​and​ ​if​ ​they​ ​differ,​ ​in​ ​what​ ​way​ ​they​ ​differ.​ ​Consider​ ​the
important​ ​concepts​ ​that​ ​are​ ​associated​ ​with​ ​the​ ​query,​ ​and​ ​those​ ​that​ ​are​ ​associated
with​ ​the​ ​landing​ ​page.​ ​When​ ​you​ ​compare​ ​scope,​ ​look​ ​at​ ​the​ ​overlap​ ​between​ ​these
nf

groups.​ ​You​ ​answered​ ​this​ ​question​ ​for​ ​the​ ​ad​ ​creative​ ​above,​ ​but​ ​the​ ​answer
need​ ​not​ ​be​ ​the​ ​same​ ​for​ ​the​ ​landing​ ​page.
Rating Description Examples
No​ ​overlap There​ ​is​ ​absolutely​ ​no Query:​ ​[Android​ ​Jellybean​ ​update​ ​]
Co

overlap​ ​between​ ​the Landing​ p ​ age:​ ​The​ ​LP​ ​offers​ ​actual

concepts​ ​covered​ ​by jellybeans.
the​ ​LP​ ​and​ ​the​ ​query.

Partial​ ​overlap There​ ​is​ ​some​ ​degree Query:​ ​[Nike​ ​Men's​ ​shoes]
of​ ​overlap​ ​between ​ age:​ ​LP​ ​contains​ ​shoes​ ​by
Landing​ p
the​ ​scopes​ ​of​ ​the​ ​LP different​ c​ ompanies​ ​but​ ​not​ ​Nike.
and​ ​the​ ​query,​ ​but
their​ ​scopes​ ​cover
fundamentally
different​ ​sets​ ​of​ ​topics
and​ ​one​ ​is​ ​not
 contained​ ​within​ ​the Query:​ ​[Frozen​ ​poster]
other. Landing​ ​page:​ ​The​ ​LP​ ​contains​ ​posters
about​ ​Disney​ ​movies​ ​but​ ​not​ ​about
Frozen.

3 l
There​ ​is​ ​some​ ​degree​ ​of​ ​overlap

32 tia
between​ ​the​ ​LP​ ​and​ ​query​ ​since​ ​both​ ​of
them​ ​cover​ ​Disney​ ​movies,​ ​ ​but​ ​the​ ​LP
doesn't​ ​contain​ ​a​ ​poster​ ​specifically​ ​for
the​ ​Frozen​ ​movie.​​ ​Note​ ​that​ ​this​ ​rating
for​ ​the​ ​LP​ ​is​ ​different​ ​from​ ​the​ ​ad
creative​ ​rating​ ​(for​ ​the​ ​same​ ​example

36 ne
LP​ ​narrower The​ ​range​ ​of
concepts​ ​covered​ ​by
in​ ​the​ ​ad​ ​creative​ ​section).
Query:​ ​[women's​ ​sweaters]
Landing​ ​page:​ ​The​ ​LP​ ​contains
children's​ ​sweaters.

Query:​ ​[Nike​ ​Men's​ ​shoes]

Landing​ ​page:​ ​The​ ​LP​ ​points​ ​to​ ​a​ ​page
23 id
the​ ​LP​ ​is​ ​narrower with​ ​nike.com​ ​and​ ​contains​ ​information
than​ ​those​ ​covered about​ ​returning​ ​purchased​ ​nike​ ​shoes.
by​ ​the​ ​query. While​ ​the​ ​LP​ ​is​ ​about​ ​Nike​ ​shoes,​ ​it​ ​is
specifically​ ​about​ ​returning​ ​them​ ​and
nf

hence​ ​much​ ​narrower​ ​in​ ​scope​ ​that​ ​the

query.
Query:​ ​[drive​ ​thru]
Landing​ ​page:​ ​The​ ​LP​ ​points​ ​to​ ​a​ ​page
about​ ​services​ ​for​ ​repair​ ​drive​ ​through
Co

buildings/machinery.
While​ ​this​ ​is​ ​relevant,​ ​it​ ​still​ ​focuses​ ​on​ ​a
very​ ​small​ ​aspect​ ​of​ ​drive​ ​thru's​ ​and
hence​ ​the​ ​scope​ ​of​ ​the​ ​LP​ ​is​ ​narrower
than​ ​that​ ​of​ ​the​ ​query.
The​ ​range​ ​of Query:​ ​[Nike​ ​Men's​ ​shoes]
LP​ ​broader concepts​ ​covered​ ​by Landing​ ​page:​ ​LP​ ​contains​ ​different
the​ ​LP​ ​is​ ​broader kinds​ ​of​ ​men's​ ​shoes,​ ​including​ ​some​ ​by
than​ ​those​ ​covered Nike.​ ​But​ ​it​ ​also​ ​has​ ​shoes​ ​by​ ​other
by​ ​the​ ​query. companies.
 Query:​ ​[Plumbing​ ​services]
Landing​ ​page:​ ​The​ ​LP​ ​points​ ​to​ ​a​ ​page
where​ ​the​ ​user​ ​can​ ​request​ ​plumbing
services,​ ​purchase​ ​plumbing​ ​related

3 l
products​ ​and​ ​read​ ​articles​ ​about

32 tia
plumbing.
Same The​ ​range​ ​of Query:​ ​[Nike​ ​Men's​ ​shoes]
concept(s)​ ​covered Landing​ ​page:​ ​The​ ​LP​ ​contains​ ​only​ ​nike
by​ ​the​ ​LP​ ​are​ ​exactly men's​ ​shoes.​ ​It​ ​doesn't​ ​contain​ ​shoes​ ​by
the​ ​same​ ​as​ ​those other​ ​companies​ ​or​ ​shoes​ ​for​ ​women
covered​ ​by​ ​the​ ​query. and​ ​children.

36 ne The​ ​LP​ ​doesn't​ ​cover

any​ ​concepts​ ​that​ ​the
query​ ​doesn't​ ​cover
and​ ​vice-versa.
Query:​ ​[Plumbing​ ​services]
Landing​ ​page:​ ​LP​ ​points​ ​to​ ​the​ ​home
page​ ​for​ ​a​ ​company​ ​offering​ ​plumbing
services.
23 id
Question​ ​12.​ ​Does​ ​this​ ​landing​ ​page​ ​miss​ ​a​ ​critical​ ​requirement​ ​for​ ​satisfying​ ​the
user​ ​intent?

Think​ ​about​ ​all​ ​the​ ​concepts​ ​ ​and​ ​requirements​ ​the​ ​user​ ​has​ ​specified​ ​in​ ​the​ ​query.​ ​Now
nf

for​ ​each​ ​requirement,​ ​ask​ ​yourself​ ​how​ ​likely​ ​the​ ​user​ ​is​ ​to​ ​consider​ ​an​ ​alternative.​ ​If​ ​it​ ​is
very​ ​likely​ ​that​ ​the​ ​user​ ​will​ ​consider​ ​an​ ​alternative,​ ​then​ ​the​ ​requirement​ ​is​ ​non-critical​.
If​ ​missing​ ​this​ ​requirement​ ​or​ ​providing​ ​an​ ​alternative​ ​would​ ​be​ ​unacceptable​ ​to​ ​most
users,​ ​then​ ​it​ ​is​ ​critical​.​ ​If​ ​the​ ​landing​ ​page​ ​drops​ ​both​ ​a​ ​critical​ ​and​ ​a​ ​non-critical
requirement​ ​select​ ​"​Misses​ ​critical​ ​requirement​"​ ​since​ ​that​ ​leads​ ​to​ ​a​ ​worse​ ​ad
Co

experience​ ​for​ ​the​ ​user.​ ​ ​You​ ​answered​ ​this​ ​question​ ​for​ ​the​ ​ad​ ​creative​ ​above,​ ​but
the​ ​answer​ ​need​ ​not​ ​be​ ​the​ ​same​ ​for​ ​the​ ​landing​ ​page.
Rating Description Examples
 Misses​ ​critical The​ ​LP​ ​misses​ ​one Query:​ ​[catalonia​ ​bicycle​ ​tours]
requirement or​ ​more​ ​critical Landing​ ​page:​ ​The​ ​LP​ ​is​ ​about​ ​biking​ ​in
requirements​ ​that British​ ​Columbia,​ ​Canada.
the​ ​user​ ​specified The​ ​user​ ​is​ ​looking​ ​for​ ​biking​ ​tours​ ​in

3 l
in​ ​the​ ​query. Catalonia,​ ​Spain.​ ​While​ ​the​ ​LP​ ​correctly

32 tia
identifies​ ​the​ ​biking​ ​requirement,​ ​it
misses​ ​the​ ​key​ ​requirement​ ​that​ ​the
biking​ ​tour​ ​has​ ​to​ ​be​ ​located​ ​in​ ​the
vicinity​ ​of​ ​Catalonia,​ ​Spain.
Query:​ ​[zipcode​ ​mesquite​ ​tx]
Landing​ ​page:​ ​The​ ​LP​ ​is​ ​sells​ ​mesquite

36 ne smoked​ ​wood​ ​for​ ​grills.

The​ ​user​ ​is​ ​looking​ ​for​ ​the​ ​zipcode​ ​for
the​ ​location​ ​Mesquite,​ ​TX.​ ​The​ ​LP
instead​ ​is​ ​for​ ​mesquite​ ​smoked​ ​wood.​ ​It
therefore​ ​missed​ ​the​ ​key​ ​requirement
that​ ​the​ ​user​ ​was​ ​looking​ ​for​ ​a​ ​zipcode
23 id
and​ ​not​ ​a​ ​product​ ​with​ ​the​ ​same​ ​name.
Misses The​ ​LP​ ​misses​ ​one Query:​ ​[macy's​ ​womens​ ​shoes]
non-critical or​ ​more​ ​non-critical Landing​ ​page:​ ​The​ ​LP​ ​is​ ​for​ ​Zappos
requirement requirements​ ​that and​ ​contains​ ​women's​ ​shoes.
nf

the​ ​user​ ​specified This​ ​LP​ ​misses​ ​the​ ​“macy’s”

in​ ​the​ ​query. requirement​ ​specified​ ​by​ ​the​ ​user.​ ​But,
this​ ​is​ ​likely​ ​non-critical​ ​since​ ​the​ ​user
can​ ​find​ ​womens​ ​shoes​ ​at​ ​zappos​ ​as
well.
Co

Query:​ ​[leather​ ​sofas]

Landing​ ​page:​ ​The​ ​LP​ ​has​ ​fabric​ ​sofas.
This​ ​misses​ ​the​ ​non-critical​ ​requirement
that​ ​the​ ​sofas​ ​should​ ​be​ ​leather.
However,​ ​it​ ​is​ ​possible​ ​that​ ​the​ ​user
might​ ​willing​ ​to​ ​accept​ ​fabric​ ​sofas.
Doesn't​ ​miss​ ​any The​ ​LP​ ​doesn't Query:​ ​[amazon.com]
requirements miss​ ​any Landing​ ​page:​ ​amazon.com​ ​homepage.
requirements​ ​that
the​ ​user​ ​specified
in​ ​the​ ​query.
 Query:​ ​[nike​ ​men's​ ​shoes]
Landing​ ​page:​ ​The​ ​LP​ ​sells​ ​Nike​ ​Mens
shoes.

3 l
32 tia
Question​ ​13.​ ​What​ ​is​ ​the​ ​relationship​ ​between​ ​the​ ​products,​ ​services​ ​or​ ​information
in​ ​the​ ​landing​ ​page​ ​to​ ​what​ ​is​ ​specified​ ​in​ ​the​ ​query?

In​ ​this​ ​section,​ ​we​ ​want​ ​to​ ​know​ ​whether​ ​the​ ​landing​ ​page​ ​offers​ ​what​ ​is​ ​specified​ ​in​ ​the
query,​ ​whether​ ​it​ ​offers​ ​a​ ​viable​ ​substitute​ ​or​ ​if​ ​it​ ​doesn't​ ​offer​ ​a​ ​viable​ ​substitute​ ​or
related​ ​product​ ​at​ ​all.​ ​This​ ​is​ ​very​ ​similar​ ​to​ ​the​ ​same​ ​question​ ​above​ ​for​ ​the​ ​ad​ ​creative,

36 n
but​ ​consider​ ​the​ ​landing​ ​page​ ​instead.​ ​You​ ​answered​ ​this​ ​question​ ​for​ ​the​ ​ad
creative​ ​above,​ ​but​ ​the​ ​answer​ ​need​ ​not​ ​be​ ​the​ ​same​ ​for​ ​the​ ​landing​ ​page.
Rating
e
No​ ​Relationship
Description
The​ ​information,
products​ ​or​ ​services
available​ ​on​ ​the​ ​LP
Examples
Query:​ ​[Sony​ ​playstation]
Landing​ ​page:​ ​The​ ​LP​ ​is​ ​about​ ​the
history​ ​of​ ​Sony​ ​the​ ​company​ ​and
23 id
and​ ​those​ ​specified​ ​in hence​ ​does​ ​not​ ​offer​ ​a​ ​viable
the​ ​query​ ​are​ ​not​ ​they substitute​ ​or​ ​a​ ​related​ ​product/service
related​ ​in​ ​any​ ​way. for​ ​what​ ​is​ ​specified​ ​in​ ​the​ ​query.
Related The​ ​product/service Query:​ ​[Sony​ ​playstation]
nf

or​ ​information​ ​in​ ​the Landing​ ​page:​ ​The​ ​LP​ ​is​ ​about
LP​ ​does​ ​not​ ​perform playstation​ ​game​ ​reviews.​ ​It​ ​does​ ​not
the​ ​same​ ​function​ ​as actually​ ​offer​ ​any​ ​consoles​ ​or​ ​games
what​ ​is​ ​specified​ ​in for​ ​sale.
the​ ​query,​ ​but​ ​it
Query:​ ​[zumba​ ​classes]
Co

performs​ ​a​ ​related

Landing​ ​page:​ ​The​ ​LP​ ​is​ ​for​ ​fitness
function.
classes.​ ​A​ ​user​ ​who​ ​is​ ​interested​ ​in
zumba​ ​classes​ ​could​ ​be​ ​interested​ ​in
other​ ​fitness​ ​classes​ ​as​ ​well.
The​ ​product/service Query:​ ​[Sony​ ​playstation]
Viable​ ​substitute or​ ​information​ ​in​ ​the Landing​ ​page:​ ​The​ ​LP​ ​has​ ​Nintendo
LP​ ​performs​ ​the​ ​same Wii​ ​consoles​ ​and​ ​video​ ​games.​ ​It
function​ ​as​ ​what​ ​is does​ ​not​ ​contain​ ​any​ ​Sony
specified​ ​in​ ​the​ ​query playstations.
and​ ​hence​ ​it​ ​can​ ​be
 used​ ​as​ ​a​ ​viable Query:​ ​[HP​ ​printer]
substitute​ ​by​ ​the​ ​user. Landing​ p ​ age:​ ​The​ ​LP​ ​has​ ​Epson
printers.​ ​Epson​ ​printers​ ​are​ ​a​ ​viable
substitute​ ​for​ ​HP​ ​printers.

3 l
Same The​ ​product/service Query:​ ​[plumbing​ ​service​ ​venice]

32 tia
or​ ​information​ ​in​ ​the Landing​ ​page:​ ​The​ ​LP​ ​is​ ​for​ ​a
LP​ ​is​ ​exactly​ ​what​ ​is plumber​ ​servicing​ ​the​ ​Venice,​ ​Los
specified​ ​in​ ​the​ ​query. Angeles​ ​area.
Query:​ ​[Sony​ ​playstation]
Landing​ ​page:​ ​The​ ​LP​ ​contains
different​ ​video​ ​game​ ​consoles​ ​such

36 ne as​ ​the​ ​Sony​ ​Playstation,​ ​the​ ​XBox

360​ ​and​ ​the​ ​Nintendo​ ​Wii.

Question​ ​14.​ ​Does​ ​the​ ​landing​ ​page​ ​help​ ​the​ ​user​ ​make​ ​progress​ ​towards​ ​their​ ​goal?
23 id
Imagine​ ​that​ ​the​ ​user​ ​has​ ​entered​ ​a​ ​query​ ​into​ ​Google,​ ​and​ ​is​ ​presented​ ​with​ ​a​ ​page​ ​of
search​ ​results​ ​(SERP,​ ​Search​ ​Results​ ​Page)​ ​and​ ​some​ ​ads,​ ​including​ ​the​ ​ad​ ​being
rated​ ​in​ ​this​ ​task.​ ​The​ ​user​ ​then​ ​clicks​ ​on​ ​this​ ​ad​ ​and​ ​visits​ ​the​ ​landing​ ​page.​ ​Think
about​ ​whether​ ​the​ ​user​ ​is​ ​substantially​ ​closer​ ​to​ ​achieving​ ​their​ ​goal​ ​than​ ​they​ ​were
nf

before​ ​clicking​ ​on​ ​the​ ​ad.​ ​(i.e.​ ​on​ ​the​ ​google​ ​search​ ​results​ ​page).
Please​ ​click​ ​on​ ​the​ ​query​ ​link​ ​provided​ ​above​ ​and​ ​look​ ​at​ ​the​ ​Google​ ​search​ ​results
before​ ​answering​ ​this​ ​question.​ ​When​ ​you​ ​are​ ​considering​ ​the​ ​Google​ ​search​ ​results
page,​ ​please​ ​ignore​ ​any​ ​other​ ​ads​ ​from​ ​this​ ​same​ ​advertiser​ ​(e.g.​ ​Product​ ​Listing​ ​Ads,
these​ ​are​ ​the​ ​“Shop​ ​for​ ​X”​ ​pictures​ ​that​ ​sometimes​ ​show​ ​on​ ​top​ ​of​ ​the​ ​page).
Co

Rating Description Examples

 Negati Visiting​ ​the​ ​LP Query:​ ​[buy​ ​fondant​ ​molds]
ve takes​ ​the​ ​user Before​ c ​ licking​ ​LP:
Progre farther​ ​away​ ​from
ss their​ ​goal,

3 l
compared​ ​to​ ​the

32 tia
Google​ ​search
results​ ​page.​ ​The
user​ ​could​ ​get​ ​to
their​ ​destination
from​ ​the​ ​Google
search​ ​results

36 ne page​ ​with​ ​fewer

clicks​ ​/​ ​less​ ​effort
than​ ​from​ ​this
page.
The​ ​user​ ​will
have​ ​to​ ​go​ ​back
to​ ​the​ ​search
23 id
results​ ​page,​ ​or
restart​ ​their​ ​task
in​ ​order​ ​to​ ​make
meaningful
nf

progress.

After​ ​clicking​ ​LP:

Co
 3 l
32 tia
36 ne
23 id
The​ ​user's​ ​query​ ​was​ ​for​ ​a​ ​baking​ ​mold​ ​while​ ​the​ ​LP​ ​is​ ​for
removing​ ​toxic​ ​mold​ ​from​ ​homes.
nf

Query:​ ​[Nike​ ​shoes]

Landing​ ​page:​ ​The​ ​LP​ ​contains​ ​a​ ​history​ ​of​ ​Nike​ ​as​ ​a
company​ ​and​ ​doesn't​ ​contain​ ​any​ ​Nike​ ​shoes​ ​for
purchase.​ ​There​ ​are​ ​no​ ​links​ ​on​ ​the​ ​LP​ ​to​ ​webpages
where​ ​the​ ​user​ ​might​ ​be​ ​able​ ​to​ ​purchase​ ​Nike​ ​shoes.
Co
 Visiting​ ​the​ ​LP Query:​ ​[almay​ ​coupons]
No takes​ ​the​ ​user Before​ c ​ licking​ ​LP:
Progre neither​ ​closer​ ​to,
ss nor​ ​further​ ​from

3 l
their​ ​goal,​ ​i.e.​ ​it

32 tia
offers​ ​little​ ​to​ ​no
additional
information,
functionality​ ​or
variety​ ​that​ ​helps
the​ ​user​ ​in​ ​their

36 ne task,​ ​beyond
what​ ​was​ ​already
available​ ​on​ ​the
Google​ ​search
results​ ​page.
It​ ​would​ ​take​ ​the
user​ ​the​ ​same
23 id
amount​ ​of​ ​effort
to​ ​get​ ​to​ ​their
goal​ ​from​ ​the
After​ ​clicking​ ​LP:
Google​ ​search
nf

results​ ​page​ ​that

it​ ​would​ ​take​ ​to
get​ ​there​ ​from
this​ ​page.
Co
 3 l
32 tia
36 ne
23 id
Visiting​ ​this​ ​LP​ ​takes​ ​the​ ​user​ ​neither​ ​closer​ ​to,​ ​nor​ ​further
from,​ ​their​ ​task,​ ​since​ ​most​ ​of​ ​the​ ​information​ ​on​ ​it​ ​was
nf

already​ ​available​ ​to​ ​the​ ​user​ ​pre-click.​ ​It​ ​adds​ ​some​ ​new
information​ ​(on​ ​the​ ​right),​ ​but​ ​the​ ​new​ ​information​ ​added
by​ ​the​ ​page​ ​does​ ​not​ ​directly​ ​help​ ​the​ ​user​ ​in​ ​their​ ​task.
Co
 Some Visiting​ ​the​ ​LP Query:​ ​[Students​ ​part​ ​time​ ​job​ ​Palo​ ​Alto]
progre takes​ ​the​ ​user Before​ c ​ licking​ ​LP:
ss somewhat​ ​closer
to​ ​their​ ​goal,​ ​ ​i.e.

3 l
it​ ​offers​ ​some​ ​to

32 tia
moderate
additional
information,
functionality​ ​or
variety​ ​that​ ​helps
the​ ​user​ ​in​ ​their

36 ne task,​ ​but​ ​the​ ​user

has​ ​to​ ​take
additional​ ​steps
(say,​ ​use​ ​a​ ​menu
to​ ​navigate​ ​to​ ​a
different​ ​part​ ​of
the​ ​website​ ​etc.)
23 id
to​ ​find​ ​what​ ​they
were​ ​looking​ ​for.
It​ ​would​ ​take​ ​the
user​ ​a​ ​little​ ​more
nf

effort​ ​to​ ​get​ ​to

their​ ​goal​ ​from
the​ ​Google
search​ ​results
page​ ​than​ ​it
Co

would​ ​take​ ​to​ ​get

there​ ​from​ ​this
page. After​ ​clicking​ ​(LP):
 3 l
32 tia
36 ne
Visiting​ ​this​ ​LP​ ​takes​ ​the​ ​user​ ​closer​ ​to​ ​their​ ​task​ ​by​ ​(i)
23 id
showing​ ​additional​ ​new​ ​job​ ​listings​ ​beyond​ ​those​ ​available
before​ ​they​ ​clicked​ ​on​ ​the​ ​ad​ ​and,​ ​(ii)​ ​providing​ ​added
functionality​ ​like​ ​filtering​ ​by​ ​company,​ ​distance​ ​etc.
Query​ ​[Nike​ ​shoes]
nf

The​ ​LP​ ​is​ ​the​ ​Nike-specific​ ​page​ ​of​ ​an​ ​athletic-clothing

retailer.​ ​The​ ​user​ ​would​ ​have​ ​to​ ​click​ ​on​ ​the​ ​“shoes”
subsection​ ​to​ ​see​ ​a​ ​list​ ​of​ ​Nike​ ​shoes.
Co
 Substa Visiting​ ​the​ ​LP Query:​ ​[buy​ ​cannon​ ​70d]
ntial helps​ ​the​ ​user Before​ c ​ licking:
progre make​ ​significant
ss progress​ ​towards

3 l
their​ ​goal,

32 tia
compared​ ​to​ ​the
Google​ ​search
results​ ​page​ ​i.e.​ ​it
offers​ ​substantial
additional
information,

36 ne functionality,​ ​or
variety​ ​that​ ​help
the​ ​user
accomplish​ ​their
task,​ ​beyond
what​ ​was​ ​already
available​ ​on​ ​the After​ ​clicking​ ​(LP):
23 id
Google​ ​search
results​ ​page.
It​ ​would​ ​take​ ​the
user​ ​more​ ​effort
nf

to​ ​get​ ​to​ ​their

goal​ ​from​ ​the
Google​ ​search
results​ ​page​ ​than
it​ ​would​ ​take​ ​to
Co

get​ ​there​ ​from

this​ ​page.​ ​(For
ex.​ ​the
product/service/in
formation​ ​that​ ​the
user​ ​is​ ​looking​ ​for
is​ ​directly
available​ ​on​ ​the
current​ ​LP).
Co
nf
23 id
36 ne
32 tia
3 l