Digital Envoy Inc., v. Google Inc.,

Filing 220

Attachment 10

Declaration Sam S. Han In Support of Digital Envoy's Motion for Partial Summary Judgment on Contract Issues filed byDigital Envoy,Inc.,. (Attachments: # 1 Exhibit A# 2 Exhibit B# 3 Exhibit C# 4 Exhibit D# 5 Exhibit E# 6 Exhibit F# 7 Exhibit G# 8 Exhibit H Part 1# 9 Exhibit H Part 2# 10 Exhibit I# 11 Exhibit J# 12 Exhibit K# 13 Exhibit L)(Blackman, Brian) (Filed on 7/6/2005)

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Case 5:04-cv-01497-RS Document 220-11 Filed 07/06/2005 Page 1 of 6 Exhibit I Local Search Part 3 : Google Gets Local with Ad Words Exhibit I D G g a F to L s 7 Ca Google Gets Local With AdWords Document Local Search Part 3 :se 5:04-cv-01497-RS 220-11 httFiledrchenginewatch.com/Page a2/artic6 .php/309959 1 p://sea 07/06/2005 searchd y of le Members Area With Exclusive Content Already a member? earn about the benefits : epartments & Info Home Latest Stories From SEW SEW Blog News From SEW & Beyond SEW Forums Come Discuss Sea Search Engine Submission Tips Web Searching Tips Search Engine Listings Search Ratings & Stats Search Engine Resources SearchDay Our Daily Newsletter Search Engine Repo rt Our Monthly Newsletter All Newsletters & Feeds Local Search Part 3 : ea c Engine Watch's conference on search Google Gets Local With Sngrinh marketing comes to e e : AdWords � August 8 - 11, 2005 San Jose, CA Wrp, .T. aft"Fana�Yaa a exile . By Danny Sullivan, Ed! October 28, 2003 or � � � � � � with national ad competition, vie w or country- targeted ads from o u WebPositior i reglons and other topics '~UAR NTEED Inclusion o m ze your s e an available to Search Engine Watch i Keyword drive qualified visitors . 11 Click here to learn more about becom~h A longer version of this article specs _ Dsinarw 2 .2006 London Englan d future regional targeting refinemeritg, su e October 19 - 20, 2005 Stockholm Sweden December 5 - 8. 2005 Chicano, IL February 27 - March 2 . 2006 New York . NY Ma rch 30 - 31, 2006 Munich. German y April 25 - 26, 2006 Toronto, Canada ~AA rii 2006 Tokyo, Japa n member In my earlier parts of this series on local on Yahoo! and more campaian with M amma .com search, I covered Overture' s new local paid listings and crawler- based methods from Google and Mobilemaps as earc na n e Increase Traffi c ttempts to improve local searching on Optimization Tools and Sea rch Engine Rankings eneral purpose search engines . Serv ices Reach the we Geo-target your search SEW Members Area Exclusive Content About The Site >? Search 1 Members Area Free Are a rF i Today, I had planned to examine new local search moves by CitySearch, as well as the great content available from online yellow pages . However, I'll instead be stepping back into the world of Google, because of a new paid local product it launched on Friday . I did a short write-up of the new product in last Friday's SearchDay . Now I've had a chance to talk with Google more about the program and have added some additional details, especially for those of you reading the version of this story for Search Engine Watch members . I'll be moving forward with CitySearch and yellow pages next week, with the series now set to continue into a fo u rth p a rt on November 6 and perhaps even a fifth part to follow the week after. ree Search Mar a no Report Get Your Site MoreVis!bility Search n n Marketing Se rvices Free Report internet .commerce Cheap Auto Insurance PDA Review s Laptop Reviews Search Web Hosting Auto Insurance Phone Systems Data Recovery Compare Prices Cell Phone Plans Information Online Bookina Hotels Desktop Computers Search Engine Ranking e arse a Search n qua tv tra c an Traffic? Ask ales here ! G enieknows .com MarketPiace II oogle' s New Regional Targetin g Google has long allowed ads to be targeted on a count ry- specifi c basis . Fo r I of 5 /6/2005 12 :16 PM j n > 7 Ca Google Gets Local With AdWordsDocument 220-11 http://searc07/06/2005 om/sPagea3/aofic6 .php/309959 1 Filed henginewatch .c earchd y rt le Local Search Part 3 :se 5:04-cv-01497-RS example, it's easy to make your ads only be seen by those in the United Kingdom, if you want to target the as in on Your content audience there . with Google AdSens e Now Google has rolled out regional targeting to the local level within the United States . For instance, an I adve rtiser could choose to have their ad ears Engine Marketing for "dentists" appear only in front of and Technology those searching from within the San Francisco Bay Area (San Francisco- Oakland-San Jose) . Outside this region, the ad would not be seen . ears naine Optimization The change will be a real relief to some advertisers. Imagine the dentist based in Daly City, just south of San Francisco . They may wish to target those seeking dentists in surrounding areas . Before Search E Optimizatio n this system, the only choice was to ensure they keyword-targeted the names of nearby cities along with the word "dentists," such as : Special : $25 in free clicks. � San francisco dentists � oakland dentists � daly city dentists � pacifica dentists � San bruno dentists With the change, they can simply target the word "dentists" and re strict to the San Francisco re gion . Then they'll come up for any search involving the word "dentists" by someone in the San Francisco area (assuming they don't modify from the default broad match option) . Not Solution For Everyone Regional targeting won't eliminate the eed to do keyword-based local targeting for some advertisers . Google offers up the example of real estate agents who sell in one area but want to reach those in another . "You can imagine in re al estate an agent whose base is local but they also want to attract people from outside the area," said Salar Kamangar, director of product management at Google . "To reach those, they need to buy the regular geographic keywords as they did before . " In other words, pictu re someone selling homes in the San Francisco Bay Area . By using the new regional targeting feature, it's now easy to make their ads show up for anyone in the Bay Area searching for a phrase containing "new O E NWROMAINAP IOOMPEr s"an EXP O Event Inf o San Jose . CA Aug . 0 - 11, 200 5 &L FEW h i Shopping ar t 'i with ePilot >> Search Engine Newsletters FREE! Over 150,000 readers depend on our free newsletters to keep up with search engines . To join them, enter your email below: I Daily r Monthly Learn more about the newsletters E Nethicsdirect sears advertising credit at MetricsDirec t ar icleksldw Informatio n or a wor filled with questions > ae0X4*8rli MFCht Online Search Industry Research Get deep analysis and actionable advice fro m expert analysts > Moro mformatKl >> Search Engine Research Reports Search Engine Watch publisher3upitermedia offers research reports and briefing papers on various topics about search engines . 2 of 5 /6/2005 12 :16 PM n A h 7 ttp ://searchenginewatch .com/searchday/article .php/309959 1 Local Search Part 3 : Google Gets Local With AdWords Case 5:04-cv-01497-RS Document 220-11 Filed 07/06/2005 Page 4 of 6 homes ." However, a person in Dallas thinking of moving to the area would ever see these ads, if they did a local search such as : � san francisco new homes � new homes in oakland � prices of new home s in san brun o The Premier Destination for Creative Professional s Featuring Comstock .com, Photos.com , Clipart.com, Photo0biects.net, and A nimations .co m . Instead, the Bay Area real estate agent will still need to target all the regionally-specific terms, as well . Dealing With Targeting Inaccuracie s Google's system works by identifying the IP address of a user, a system it has long employed to allow advertisers to target ads to specific countries. The US targeting matches the 210 "designated market areas" that are used to define television markets . IP matching usually works, but it is not perfect . I live in the United Kingdom, for example . Occasionally in the past, Google's IP detection has gone haywire and forced me to its Google Germany site because my ISP has assigned me an IP associated with a German physical address . And currently, Google shows me ads targeted to those in the US . I connect th ro ugh AOL, so it thinks I'm in the US . Google's solution is that if it can't identify a person's location, it will se rve up "national" or no n - regionally targeted ads instead . Unfo rtunately, among the g ro up it currently can't Identify are any of the millions of AOL subscribers, Google said . There's also a chance that someone's location will be misidentified, Google admits . However, it says this is usually a case where they are shown ads for a nearby geographic area, rather than some place well removed from their location . "In those cases, often we aren't mapping them to a region like opposite coasts but the next region over," Kamangar said. Determining a person's geographical location is also an issue for where Google shows ads outside its own network of web sites . For instance, AOL and others have their own search engines that incorporate Google's paid listings . Only at some of these will regional targeting work. At others, it will be disabled because the Google pa rt ner doesn't pass along enough information to make regional targeting accurate, Google said . OL Search is an example of one of Google's syndication pa rt ners where regional targeting is not being used, but the company hopes this will change over time . "We want all the syndication partners to work with this, and generally they are ve ry excited to do it," Kamangar said . How about local targeting outside the United States? At the moment, Google says that IP targeting isn't good enough for this, but it may come if the data quality improves. Search By Location To Get Ads? As previously written, Google has a map-based local search product, where results are gathered from crawling the web . Will the new regional ads be integrated into that product, which lists web sites for free? Not immediately because of low volume, Google says . If the Google Search By Location product were to gain traffic or emerge from beta as a tabbed service, similar to the existing Web, Images, Groups, Directory and News search services, then the issue of bringing in ads would become more likely . The challenge is that there's no way Google's new regional targeting will allow ads t o 3 of 5 /6/2005 12 :16 PM f h 7 C : se 5:04-cv-01497-RS Local Search Part 3aGoogle Gets Local With AdWords Document 220-11 Page 5 of e ttpFiledchenginewatch .com/searchday/a rticl6.php/309959 1 ://sear 07/06/2005 be placed on the map that Search By Location creates as a centerpiece, in the way that Ove rture's local search product allows . This is because Google's regionally targeted ads don't include physical "bricks & mo rtar" locations . However, the regionally targeted ads could run alongside the map . "What we'd likely do is the same thing with a normal search results page," Kamangar said, alluding to how on a regular Google web search, paid listings appear above and to the side of results found from crawling the web . In pa rt icular, Google might look at the city used in a local search's address box, such as "san francisco," and add that to the search term used, such as "dentist," to bring back ads that target all of those words . Ironically, this means it wouldn't use the new regional targeting but rather traditional keyword targeting . Still In Beta Googie stressed that its regional targeting is still in beta . The program was already beta tested by about 10 adve rt isers over the past two months, but last Friday's release is still keeping the beta moniker because the final product is likely to change now that thousands of adve rt isers will be trying it for the first time . "We expect things to change, and that's why we are calling it beta still," Kamangar said . Coming Up Next In my next part of this series on local search, I'll return as planned to a close-up look at the editorial and paid products offered by CitySearch . I'll also be recapping the excellent online yellow pages resources that are available . Many major search engines offer good, yellow page style listings already, but users may be unaware of these . I'll guide you to these options plus highlight how the search engine s themselves are looking to make local search magically happen when it should, without the user doing anything specia l A longer version of this article speculating on uture regional targeting refinements, issues with national ad competition, viewing regiona l or count ry-targeted ads from outside target regions and other topics is available to Search Engine Watch members . Click here to learn more about becoming a mem ber Search Headlines NOTE : Article links often change . In case of a bad link, use the publication's searc h facility, which most have, and search for the headline . Search buy pushes ValueClick into profit . . . Netimperative Oct 28 2003 12 :57PM GM T Yahool Buys BT Music Site . . . Forbes Oct 28 2003 12 :34PM GMT How to Googie Hack . . . WebTalkGuys Radio Oct 28 2003 11 :24AM GMT Googie Studies Creation of Book Database . . . New York Times Oct 28 2003 6 :55AM GMT AO's Happy Secret. . . New York Times Oct 28 2003 6 :54AM GMT 4 of 5 /6/2005 12: 16 PM h 7 Ca Google Gets Local With AdWordsDocument 220-11 Local Search Part 3 : se 5:04-cv-01497-RS Filed 07/06/2005 ttp://searchenginewatch .com/sPagea6/artic6 .php/309959 1 earchd y of le Motor Industry aortal d ro ps online catalogues. . . Computer Weekly Oct 28 2003 2 :07AM GMT Google rhymes with bubble. . . globetechnology .com Oct 28 2003 1 :51AM GMT Google Acquires Sprinks, Consolidates Contextual Ad Market . . . Media Post Oct 27 2003 11 :16PM GM T Ask ]eaves shares fall after Barron's report . . . Reuters Oct 27 2003 6 :35PM GM T Google : the challenges of the proposed IPO . . . rr-Analysis .co m Oct 27 2003 3 :29PM GM T With cable at MIT, who needs Napster? . . . CNET Oct 27 2003 1 :50PM GMT Yahoo Holds F ree Listing Day Promotion for 99-Cent Auctions. . . Auctionbytes .co m Oct 27 2003 12 :43PM GMT Top 10 : 'Po rt al' sites . . . Netimperative Oct 27 2003 12 :33PM GMT moreover panne � SearchDay Archive s 04 ib s p hosi e + wSw of tilts "Y Search Engine Watch w ww .searchenginewatch .co m Danny Sullivan, Editor ; Chris Sherman, Associate Edito r Having trouble? Tell us about technical questions or bug resorts. Let us know about newsletter p roblems or issues. 3upitermedis is publisher of the ClickZ Network . 3upiterWeb networks: 0 FARMW1111111k 0 +P+ imm 1" Search 3upiterWeb: ! Jupitermedia Corporation has four divisions : JupiterWeb, JupiterResearch, JupiterEvents and JuviterImage s Copyright 2005 Jupitermedla Corporation All Rights Rese rved . Legal Notices , Licensing, Reprints, & Permissions . Privacy Policy. Jupitermedia Co rp orate Info ( Newsletters I Tech Jobs I E-mail Offers 5 of 5- /6/2005 12:16 PM

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