Digital Envoy Inc., v. Google Inc.,

Filing 295

Attachment 5
Declaration of Robert J. Waddell in Support of 294 Memorandum in Opposition, filed byDigital Envoy,Inc.,. (Attachments: # 1 Exhibit A# 2 Errata B# 3 Exhibit C# 4 Errata D# 5 Exhibit E# 6 Exhibit F# 7 Exhibit G# 8 Exhibit H# 9 Exhibit I# 10 Exhibit J# 11 Exhibit K# 12 Exhibit L# 13 Exhibit M# 14 Exhibit N)(Related document(s)294) (Blackman, Brian) (Filed on 9/1/2005)

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Case 5:04-cv-01497-RS Document 295-6 Filed 09/01/2005 Page 1 of 4 EXHIBIT E F = N t 9 Case 5:04-cv-01497-RS Google Beta Tests Regional AdWords Targeting Document 295-6 Filedp 09/01/'s/article .php/309843 1 Page 2 of 4 htt ://siliconvalley . Regional News : Boston I D .1 New York I Silicon Valley More Tech k e s Newslin: .C ` ``:E Nf ~ I search News mmm i nternetnews .com s iliconvailey New s REE IC Nanometer Technical Papers *M* Click Here *-* Internet .cog s SIl c+Dnvalle . 'merri et .com. October 24, 2003 Google Beta Tests Regional AdWords Targetin g By Pamela Parker and Susan Kuchinskas Search giant Google is testing a feature for its AdWords program that would allow marketers to target their ads regionally, so they appear only when users in certain 'The Pain in the Endpoints areas perform searches . ' BMC Buys to Boost Service Desk Software The feature is designed to ' GAO : Feds Not Protecting Citizen Privac y make Google more attractive ' Zotob Writer Had Buser Summer for local and regional ' Katrina's Path Wends Through We b adve rt isers . Previously, a Boston-area attorney who bought the keyword "lawyer" W would have to compete with 'Cisco Leads Router Race all of the other lawyers in the ' Tech Paychecks Di p nation who bid on the same ' MSN Feels 'Virtual Earth' Move word . Alternatively, he could * PDA Market Up And Down (Again) buy keywords like "Boston ' Novell Claims Linux Lead in Chin a lawyer" and hope that a searcher typed in the city name . "It's going to be a big boon to advertisers who are trying to target certain markets and could only do it by keywords," said Danny Sullivan, editor of Search EngineWatch .com, which shares a parent company with this publication . Local search has long been a hot topic for companies providing paid search . Google competitor Overture, a division of Yahool(Quote, Chart), has been testing local search, and is expected to release a product within the next couple ; of months . Google itself last month released "Search By Location" in its Go ogle Labs area, which allows users to segment their searches by location, including addres s Extracua , and, i Isps October W-20, Clara I Convenltio n Centel 1 of 3 /1/2005 1 :34 PM w a W C F . o p 9 Case 5:04-cv-01497-RS Google Beta Tests Regional AdWords Targeting Be a Commerce Partner Trade Show Items ranchise Directory eb hosting company Best D igital Camera Desktop Computers Lotto Design Document 295-6 Filedp 09/01/ .php/309843 1 Page n ts 4 htt ://siliconvalley . or zip code . Google's new AdWords feature lets marketers target by Designated Market Areas (DMAs), Nielsen Media Research's method of determining the geographic scope f markets based on broadcast television stations' reach . There are currently 210 DMAs in the United States . Regional targeting options appear as part of the campaign management interface . "It's an incredibly powerful tool for local and regional advertisers," says Kevin Lee, CEO of search marketing agency D id-it .co m . "It also could be used by national advertisers looking to message locally, speaking differently to different audiences . " What ads searchers get at Google is determined by their IP address, which i s mapped to the appropriate DMA . Google hasn't said whether it's developed the technology to map IP addresses to DMAs by itself or is using a partner, but most approaching the issue use a combination of methods, looking at the ISP or company assigned the IP, the network delay, and routes for Internet traffic . It isn't a foolproof system . "I know for a fact from living abroad that sometimes they [Google] think I'm in Germany," says Sullivan . "But those are fairly rare problems . " Online Degrees PDA Phones & Cases Musi c Cheap Plane Tickets heap Web Hosting ebsite Marketing T-Shirts [? Internet Da ily CiickZ News r Html i- Text (Boston News r DC News I- NY News F_ SiticonVaiie y News mail When Google can't determine where a searcher is, it will serve national advertisements, as it has done in the past . It will also continue to serve national select a newsletter ads on partner sites like America Online . Currently, only Google .com will carry bove, type your email the regionally-targeted ads, which will be displayed with a fifth line of text and click the arrow to indicating the chosen region . sign up! P Regionally targeted ads are not given preference in the AdWords system, says product manager Richard Holden . They still have to compete for placement : based on relevancy and price-per-click . "So any auction may have a mix of DJ 30 9650.94 -145 .86 national and regional ads," he said . NASDAQ 1564.74 -30 .52 S&P 600 1032.70 -17 .2 0 02 :41 PM Market data delayed a minimum of 15 minutes The biggest difference for regionally-targeted advertisers will likely be in the impressions their ads receive . Regionally-targeted ads will probably rec ive significantly fewer overall impressions, Holden says, but, "It delivers more clicks because it's a regionally specific offer, and it will deliver more relevant leads . " i For example, without regional targeting, Lee says, "If I'm a New York lawyer, I buy the generic keyword 'lawyer', and my headline says 'New York Lawyer,' no one who's not in New York will click on it, so I'll be penalized for relevancy ." In other words, because the ad receives few clicks, the ad will receive lowe r placement in Google's ranking system . With regional targeting, Lee said, even those New Yorkers who searched for the generic term "lawyer" might be more likely to click on an ad that said "New York lawyer" than on another that doesn't have a specific local message . "That 'New York Lawyer' ad would never have won in a national bidding war," Lee said, "but in a regional war it might do better. " Whether that proves true remains to be seen, but Lee said, "This gives regional advertisers the potential to compete against national advertisers, because they can target their messages better . " Amh. fnl tgvvt .r can t Developer Downloads International Internet Lists Internet News Internet Resources IT L!nux/ Open Source Personal Technology Small Business Windows Technology xSP Resources Search i nternet .com Advertis e Corporate Info Newsletters Tech Jobs E-mail Offers ill this article riat this :Ricte News Archives 2 of 3 /1/2005 1 :34 PM * S x X * G * W 9 Case 5:04-cv-01497-RS Google Beta Tests Regional AdWords Targeting Document 295-6 Filedp 09/01/2005 intemet .com/4ew:s/article . php/309843 1 Page n of 4 htt ://siliconvalICY- Business * IBM's Banks on Deal With Dutch Technical Analysis : S&P. Nasdaq Break Ou t *Telecom, Chip Stocks Weigh In Networking ireless Skype Goes Mobile in Skype Goes Mobile In Germany ermany *Microsoft Acquires VoIP I Phone for iTunes j Company The Pain in the Endpoints WiMax Trials Spreading Wit h Airs an SP *Microsoft Attempts Phishinq Developer ecurity Slowdow n * 'Roll Your Own' Linux Microsoft Attempts Phishing *PayPal Reduces * IBM Readies Smoother BPM Slowdow n Micropayments .Tweaks . Regressions in Latest . Yahoo Funding Spyware? Google Extends Bonk Linux Kernel Mytob Variant Still Trolling Scanning Operatio n The We b Ecommerce * PavPal Reduces Stats Micropayments .Work Remains for Sarbox . Coming Soon . . . the Outernet Complianc e * Google Extends Book .Still Clamoring For The Unix Scanning Operatio n Lead * Battle for Search Share in Enterprise Lower Tie r . EMC Eyeing New Markets in Backup Software Storage .Tech Community Rallies For . EMC Eyeing New Markets in Katrina Relief Backup Software * 'Roll Your Own' Linux OLogic Dumps Drive Biz for 225M * SAN Scores Big With SMB Use r October I8-20, 2005 + Santa Clara, CA Contact i nternetnews .co m staff IPMF S JupiterWeb networks : 1n eSiteu .r,o m OEART'HWES #9 aphkv'F.1 . Search 3upiterWeb: Jupitermedla Corporation has four divisions : JupiterWeb , JupiterResearch , JupiterEvents and JupiterImage s Copyright 2005 Jupitermedia Corporation All Rights Reserved . Legal Notices, Licensing , Reprints, & Permissions , Privacy Policy . Jupitermedia Corporate Info M Newsletters i Tech Jobs Shopping E-mail Offers 3 of 3 /1/2005 1 :34 PM

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