Overture Services, Inc. v. Google Inc.

Filing 116

Declaration of Ravind S. Grewal in Support of 115 Google's Responsive Claim Construction Brief filed by Google Inc.. (Attachments: # 1 Exhibit 1# 2 Exhibit 2# 3 Exhibit 3# 4 Exhibit 4# 5 Exhibit 5# 6 Exhibit 6# 7 Exhibit 7# 8 Exhibit 8# 9 Exhibit 9# 10 Exhibit 10# 11 Exhibit 11# 12 Exhibit 12# 13 Exhibit 13# 14 Exhibit 14# 15 Exhibit 15# 16 Exhibit 16# 17 Exhibit 17# 18 Exhibit 18# 19 Exhibit 19# 20 Exhibit 20# 21 Exhibit 21# 22 Exhibit 22# 23 Exhibit 23# 24 Exhibit 24# 25 Exhibit 25# 26 Exhibit 26# 27 Exhibit 27# 28 Exhibit 28# 29 Exhibit 29# 30 Exhibit 30)(Related document(s) 115 ) (Grewal, Ravind) (Filed on 1/30/2004)

Overture Services, Inc. v. Google Inc.

Doc. 116 Att. 16

Case 3:02-cv-01991-JSW

Document 116-17

Filed 01/30/2004

Page 1 of 3

EXHIBIT 16

Dockets.Justia.com

; ~~~
SecLrchEngines. com

.'

Case 3:02-cv-01991-JSW Document 116-17 arch engines - Pay-per-cli
Hk~:
resDutcecelJter.

Filed 01/30/2004

Page 2 of 3

Page 1 of2

~;i;~;:f\~ri::r.

~,J'
YoUfcomplete . Search . Engine

D!I!IIIIIJI
Introduction

Pay- per-click search engines
$LJI:Uni$sion101

Submission overview

How they work Pay- per- click search engines allow companies to bid on
keywords that relate to their sites. Companies submit their

Submit to directories

site s descriptions and titles , along with a list of keywords to
the engine. They also specify the amount of money that they re willing to spend on each keyword.

Where to submit
Pay:per:cUcK. ngines

Pay- per~ GlickJn detail

Submission service
Advanced Info

After a pay-per-click search engine processes the company s request , their results start showing up when someone searches for a keyword that the company paid for. Depending on how much money others paid , ran kings for a particular keyword maybe very high or low.
For example , if you choose to pay $. 20 for the keyword puppy food " while others pay only $. , your site would rank first. If, on the other hand , you pay $. , you may rank low.

For most pay-per-click engines , companies pay only when a visitor clicks on their web site from the search results
(clickthrough). Most engines specify

a minimum amount of

money needed for a company to open an account.
Aren t the results irrelevant? Many think that paid ran kings will decrease the relevance of
search results by allowing any site with money to rank high

for any keyword. Pay-per-click engines understand that they
will lose searchers , and eventually advertisers , with irrelevant results , and therefore , make relevance a priority. However , pay-per-click engines will provide results with commercial , not informational information. Relevance doesn t guarantee the quality of the site.
Many pay-per-click engines utilize editors to review incoming requests for bidding. These editors are responsible for making sure that the submitted keywords relate to the site s content.

Pay- per-click engines , however, are mostly commercial. Most non-for-profits don t have the resources for advertising. As a searcher, choose another search engine if you re looking for noncommercial information. Nonprofit organizations should think twice before bidding at a pay- per-click search engine. Chances are their audience won t be using it.

Should I use pay-per-click engines?
This decision is individual for every company. You should check keywords and prices for your site before answering

this question.

GOG 032254

URL: http://www. searchengines. comJpay-per clickhtml

Case 3:02-cv-01991-JSW
Sf'..:lrchEngines. com - Pay-per-

Document 116-17

Filed 01/30/2004

~arch engines

Page 3 of 3 Page 2 of2

Pay- per- click engines may prove to be cheap advertising for your web site. The most popular pay-per-click engine QYertL1re, c;Qm, is one of the Top 10 search engines. QYerture. c;QrD attracts many searchers and advertisers. Since search engine optimization may be a long, expensive

and fruitless process for some sites , QVertwre, c;Qm

presents

a perfect opportunity for a high ranking on a Top 10 search engine. Traffic generated by pay-per-click engines is usually more targeted than from other engines (this is because webmasters can control keywords they are found under).
Note: Overture. com

also distributes its top 3 results on

Altavista , MSN , Yahoo , Lycos , Hotbot and other major search engines. If you re in a top 3 position at Overture

watch your campaign carefully. Because of so much exposure , these listings can get more clickthroughs than you expected.
Another highly regarded pay-per-click program is Google AdWords Select. Google uses both customer s per click dollar amount and click-through rates to rank the ads. Google also offers many useful tools , such as an automatic discounter , which lowers your bid amount every time there a gap.

Joining the pay-per-click landscape is the former directory

LookSm;:trtcQrIl. LookSmart recently converted all of its
directory customers into pay-per-click customers. Those who wish to submit to LookSmart , must pay a $49 registration fee and then purchase keywords.
I ~ I, /J"'-IIVlIlel h~~~ VI fJaY- fJe'- "":"r\ "\\ velIe",

More benefits of pay-per-click

~~~ e"~"'e"

'"

""'ca' " LlC""".

H:~

Achieving high ran kings may take a long time , but with payper- click engines people find you immediately after you set
up your account and your bidding request is approved.
If you re considering using a pay-per-click engine as part of

your online advertising campaign , visit our next section and read more about specific engines and procedures.

An Overview
Pay- per-click engines
. Work by letting companies bid for keywords

. Can be relevant for commercial content
. Provide

instant traffic

Next: Specific information about pay-per-click engines ~~~

Copyright iQ 2000 - 2003 SearchEngires. com

GOG 032255
URL: http://www. searchengines. comJpayyer clickhtml