CLRB Hanson Industries, LLC et al v. Google Inc.

Filing 81

Declaration of Michele F. Raphael in Support of 80 MOTION for Partial Summary Judgment filed byCLRB Hanson Industries, LLC, Howard Stern. (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# 9 Exhibit I, Part 1 of 3# 10 Exhibit Part 2 of 3# 11 Exhibit I, Part 3 of 3# 12 Exhibit J, Part 1 of 7# 13 Exhibit J, Part 2 of 7# 14 Exhibit J, Part 3 of 7# 15 Exhibit J, Part 4 of 7# 16 Exhibit J, Part 5 of 7# 17 Exhibit J, Part 6 of 7# 18 Exhibit J, Part 7 of 7)(Related document(s) 80 ) (Raphael, Michele) (Filed on 9/29/2006)

Download PDF
CLRB Hanson Industries, LLC et al v. Google Inc. Doc. 81 Att. 8 Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 1 of 45 Exhibit H Dockets.Justia.com Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 2 of 45 Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 3 of 45 Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 4 of 45 Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 5 of 45 basics 5-29-02.html GOOG-HN 20835 CONFIDENTIA L-l --5 Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 6 of 45 //depotlads_branchlgoogle2/ads/frontendlselectlfaqlbasics.html#3 - edit change 105256 (text) r.mn~.G-ll,,. - H.elg I d Goi. I AdWords Select - It's All About Rests ,~",,-,,,,~,,~~,,,,,,,~~,,,-'~""""''~~''''''''''............~...........'~''~'''' .Qy'e!yj--~!. .G.Qmp.9Ie GQm--IQn.Ter.rrs. Ijp-s. fu¡H:;'/f",n9~Ü FAO EgjtQ.d.9--G1Uge-!Ü:!e-s. l,Q.Qlo. P:,ogr;l:rr ~)'i~::-vie'),"v Program Overview: The Basics 1. .W.h~.~.Li.G:9.D.gl;:./\d.W:~!gL~.S;:js:t:L( 2. :C~:U'i.!!;lL.S-¡lt-ë..S9.¡;.W..n;lY..;!!Ln.iL~,h~~:Ù:J1Î 3. B~!.!'i.Ü.i!¡;..AdW.~!':tÜ.~kk(.t.¥;.~~q.\.----t-âtf!r;,wx.ed.? :rQP-..S-..Qt1~sg-Qn.s. OU¡t fh¡s:.r~ G.ettI,g..Sj¡--~.e, A,ximnt Sel"Up 4. Xs-J!¡t'Jf,.;¡.;!n¡!!,imjJ,!n.;iP'.tn~!iJ¡g.?~.çEmmi;mg!.\U 5. .QS2.1.n;."y...n..~~i.~;:--.K.e? 6.ii?Jr.t-r.e..,MUWt!ú\timt:!!;.t!. G.eQ:IN.geMg Ad Creaiion Ke:r:w.QQ:çç.s. Cost-Per-Cliå D.í!Üy-ßilge-l 7. B~!.!Y..19.J.~:h\:!.?/..my..¡hls..~1:.\?:i.~. !-.t-.e.~:;:¡¡w.h..rj¿sr;It~:? 8. ~,;'jlll-.IDjU!\l-..;U:~P'.e(!L l,i. ;;Lt.rm,y.$.t;:â:~ '. '." ~. "'.. '''." "... '''.' '...' ".." '..." ,"~. ."... ."... .'''. ," '." ,"... .-.. ,". Billing ¡-\cc(;;mt IVlaimena.iice .-. ..., ... '''.' "''''''."'''." '''." '...' '...' Common Tas.k s 1. What is Google AdWords Select? Google AdWords Select is a quick and simple way to purchase highly tageted cost-per-click (CPC) your budget. AdWords Select ads are displayed along with search results adversing, regardless of parer sites, including AOL, Earlink, and on Google, as well as on our growing network of Sympatico-Lycos. With more than 150 millon searches on Google each day and millions more on our parter sites, your AdW ords Select ads reach a vast audience. Qp'ttmi~liQn Ad""v ord,; Stmi(hrds s.~ç:--rily Guidelincs Vieev aU q'iestions When you create a Google AdWords Select ad, you choose keywords for which your ad wíl appea and specify the maximum amount you're wiling to pay for each click. You only pay when someone clicks on your ad. To save you even more money, our AdWords Discounter automatically reduces the actual CPC you pay to the lowest cost needed to maintain your ad's position on the results page. There's no minimum monthly charge - just a $5 activation fee. Your ads sta running within minutes after you submit your billing information. You can easily keep track of your ad performance using the reports in your online account Control Center. To ffnd out more about Google AdW ords Select or to begin creatig your ads, visit the AdWords SJJh;çlhQJJl-p-'gç. For an overview of how the program works, please visit our Q.Y~.n-ÔJJ.w. page. 2. On what sites could my ads be shown? Your ads may be shown on search results pages for Google, --Q9,gk.R_i.r-eçt-m;y~ GQQgk.GJ.11P'S-, and Google's parter sites, including our parers' directory results pages. If you choose not to parcipate in the Google syndication progr, your ads will be shown only for search results on Google.com. Our current parers include: a Amcrica Online, Inc.. a t-¡¡nhJil)--,JJ.K, a Sygmglk.Q::L-y.ç,Q.s..inL 3. How is an AdWords Select account structured? GOOG-HN 20836 CONFIDENTIAL There are three levels to Google AdW ords Select: Account, Campaign, and Ad Group. The diagram below shows the account stcture and the settgs that are applied at each leveL. In summar: a Your account is associated with a unique emaíl address, password, and biling information. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 7 of 45 o At the campaign level, you choose your daily budget, geo-targeting, syndication preference, and sta and end dates. o At the Ad Group level, you create ads, choose keywords, and select a maxum cost-perclick (CPC). keywords to trigger those ads. Each Ad Group runs on one set of keywords. If you create multiple ads in an Ad Group, the ads will rotate evenly when users search on those keywords. Within each Ad Group, you create one or more ads and select a set of When you log in to your account, you can see your ads' clickthough rates (CTRs) listed below each of the ads. If a partcular ad is not performing as well as the others (if it has a low CTR), you can delete or refie it to improve the overall performance of your Ad Group. /..~~~~'(H). n: Unique email address Password Billing information (~~~~np~~.~~~B ~::. ~::::H~~:;~t~n Daily budget Daily budget Geo-tagetig Syndication preference Sta and end dates Geo-tageting Syndication preference Start and end dates /~d (~::i\~:;~.e One set of keywords One set of .:\Ô (~:.~'~ur~ ./~.d (~r~tup One set of keywords One set of ..\d r;.n::u? keywords keywords Max1mum CPC Max1um CPC One or more ads One or more ads Max1mum CPC Maxum CPC One or more ads One or more ads 4. Is tllere a minimum spendig commitment? You can create an account for only a $5 activation fee. You have complete control over how much you spend and how you spend it. You choose the max1um cost-per-click (CPC) and the daily budget that fit your advertsing goals. After you choose your keywords and your maximum CPC, the Traffc Esttmator helps you predict the tota cost of your Ad Group by estiatig the number of clicks you will receive per day. This estate is baSed on the maxum CPC you've specified and the averge Clickthrough rate (CTR) for the keywords you've chosen. You can then decide how much you're willig to spend and set your daily budget to reflect what you're comfortable paying. 5. Do I pay in advance? No. After you acttvate your account by submittig your billing information, Google gives you a t';edit limit and st ruing your ads. This lets your ads appear before you've paid anyting. For each billing perod, you pay only for clicks you've actually received 6. Is there an activation fee? A $5 initial activation fee applies when you open your account. It will not be credited toward the cost of the clicks you receive. 7. How do I show my ads above the search results? GOOG-HN 20837 CONFIDENTIAL Ads at the top of a Google reslts page are not Google AdW ords Select ads. They are Google Premium Sponsorsmp ads, which are sold though our sales deparent. You can fittd out more ;;::Ql!tP.r-emhin---P-9.n-;ìQrs.hj¡!~::eet. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 8 of 45 8. Wil my ads appear in all browsers? Some older browsers do not support the HTML tag table align=right, which is used in displaying Google AdWords Select ads. AdWords Select ads wil not be displayed in such browsers, including Netcape Navigator 2.x or earlier and Microsoft Interet Explorer 2.x or earlier. We estiate that less than 1% of Google users have browsers with this limitation. t;'zvu G!)();;':k .. A4WQ.:g.s-.S.~Jeç.tH.Q.IJ:¡~ . i.e-r...U.5.iiJ!tG9.mJiÜQu.'i "r9.P.l:;r-UJ-- GOOG-HN 20838 CONFIDENTIAL f Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 9 of 45 billing- 5-29-02.html GOOG-HN 20864 CONFDENTIA Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 10 of 45 //depot/ads - branch/google2/ads/frontendlselect/faqlbiling.html#3 - edit change 105256 (text) I d Goo. I AdWords Select - It's All About Results ç.."-ll - ))dd ~.........._-.........,~.~,.......... .Q.Y§.!Yie~'!.Ç,Qmp.9.rr GQ!J.i:mOnIe-r.rrS. Ijp-s fU¡).$tH,HOUl F hQ EgitQLi.9.LGiijge-!in--s. l,Q.Qln )?:-Og~ä:rt ()v,-:rv'ie'Ji/ Account Set Up: Biling 1. .W.h~;,_d\..t-~.G~!9.g;tJ"!l.1.mY..(J.''r.h:,.r,c1J,dl :rQP-..~,.Q\~sljjm.s- The Basics G,etJ;nlLSlmie,d. 2. r~=n;l l.Piy_~~...çltt-çtZ Aç(:imnt Sd tip G,eg:IN.geMg Ad Crearion Keyy.QrÇÇ,s, Cost - Per-Click 3. :Nb.m,.i.fU.¡l:'¿,tJÚ1Egß,££H~ti~~.i-~,Q:r..çmJgrJJß? 4. \~t~hJtLiÍ).?l-e~~ÜJ.tJ.Q_~~H~:Çt.l:.l!DZ. ~tll.U!:P'~~gU:r. 5. .WJ.H.:.J:.Ü!,g.9.frfmn:;'~.,~Ú...J.gfXL. -... ,"'.. "".' .".." .... ..... .". -." '-'..- "'''- '"'..' '"'' .... ."'.- .".." '...' '... '.~ '... "... .'.... .".. .".. ...~. .".. .'. '.' .~... '''..' "''' DßH¡¡ni~ P-a,lYß!!.dgel 1. When does Google bil my credit card? When you ffrst open your account, Google gives you a credit limit so your ads can sta running Acco:mt Main:enance Common Tasks 0.Ptiii?"4:t,çm A(rw 0:'(/3 St;m.iJ;nd:; right away. You will be billed after you reach your credit limit or after 30 days, whichever comes first. You will be charged an initial $5 activation fee at the time of your first billing. --inirih', Gu.idelIn es Your Google credit limit is set automatically at $50 when you sign up for the program. You wil be billed afer you have eaed $50 wort of clicks or after the first 30 days. If you reach your Google credit limit within the flIst 30 days, you will be billed at that tie. Google will then raise your limit to $200 and will not charge your credit card until you ear $200 wort of clicks or until the end of the next 30-day period. If you reach your $200 limit, Google will bill you and raise your limit to $350. If you reach that limit, Google will bill you and raise your limit to $500. $500 is the maximum credit limit. 2. Can I pay by check? ¡¡"ie'w all a,¡estions We do not accept payment by check for AdWords Select at this time. We do accept payment by check for our Premiin Sponsorships advertsing program, but the minimum dollar amount required for that program is substatially larger. To fmd out more about Premiuin Sponsorships, please visit our web page at ll11p:!/www.gùogle.com/ads! . 3. What if I have billig questions or concerns? GOOG-HN 20865 CONFIDENTIAL We understad that online transactions require trsl1n partcular, we take billing and credit card security ver serously. If you have refund or credit requests or concerns about your account charges, whether they're related to security issues or not, please kl-ii,s,..11Q~y'. However, because ail us your credit card number or able to resolve the issue without this information. Please do provide us with your account's email address and as much other information as possible regardig the matter. An emaIl is not a secure meas of communication, please do not em account password. We should be AdW ords Specialist will review your email work to reach a solution as quickly as possible. If you contact us with a biJing concern, we may temporaly suspend your ads so you don't accrue furter charges. We may also suspend your ads if we have trouble processing charges for your account. bb order to reactivate the account, we ask that you please re-submit your credit card number, or enter another credit card number to process your charge. Once we've processed your payment, you can reenable your campaigns. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 11 of 45 4. What if I decide to cancel my campaign? You can cancel at any tie by ilallinJO~9_Yr_ß_d,s-. Our goal is to provide you with the most effective advertsing available, so before cancelig, we as that you let one of our AdW ords Specialists work with you to meet your adversing goals. you stil wish to cancel, we encourage you to let us know why Google AdWords Select you. Our AdWords Specialists will carefully review your suggestions. Google AdWords Select is a new progrm, and we're constatly improvig the user interface and the program itself. We hope you'll tr Goog1e AdW ords Select again in the future when it may better suit your needs. However, if didn't work for Our cancellation policy is detailed in our Ten:ns and Conditions. 5. What kid of reports wil I get? Google provides full online reportg for the Google AdW ords Select progr. We do not currently mail invoices or report, but you can access your personal report onlie 24 hours a day, 7 days a week to see your average actual cost-per-click (CPC), the number of ties your ads were shown (impressions), how many ties users clicked on your ads (clicks) and the clickthough rates (CTR). This reportg is available for each of your keywords, ads, Ad Groups, campaigns, and account We make ever effort to provide accurate report; therefore, no measurements other than those maintained by Google shall be accepted for reportg or payment purposes. If the report you receIve from Google do not coincide with your own, there are a number ofpossìble explanations. First, be sure you're comparing the same reportg tie peeods. If there are still discrepancies, it could be because we host your ads and therefore are able to record clicks that other trcking software programs may miss. For example, our softare can detect clicks that occur while your site is down. In addition, your system may ffter out visits from your IP address, whereas Google does not. ::~..)ri'~/,: (~:::~)g.k: . AdWords Select Home.. TemJs and Conditions. Contact Us GOOG-HN 20866 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 12 of 45 .' ,._",.:. ".:.., .'-':~ :...~.._.¿2:,:~ budget- 6-25-02.btml GOOG-HN 20903 CONFIDENTI Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 13 of 45 //depot/ads_branch/google2/ads/frontendlselect/faqlbudget.html#4 - edit change 111050 (text) I d Goo. I AdW ords Select - It's An About Results Ç""-"lE,. - """''~~-~'.~-~-.........~_....~.~"..."..~..,... .Qye!Ytew Q,Qmp'.gJ-- ç_QmmQn,.Ier.IT. Ijp-s- h.¡1HS-tH,i¡üÖ FhO EgttQJJ.gtGy.jge-Hne-s- L.Q.Q,lo. Pr()gr;im O'i(:n;.iew :rQP-.,~..Qt1~g-Qn,s- Account Set Up: Daily Budget 1 .W.h,aU,$.,~~,:1~.ib~JJ.ll~1g,el? The Basics G-etJ;u,g511!TJ,e,. 2. .wl\:L,iHJ.l,ru,dy'l",J!'\f--..£li~l;;'-\Dll!)"mYjhúJ'yj)JJ!,tt~t-U;~\U\.-iltllul¡¡r,j¡¡y-l 3 . I-I~!.~(,.19.~~;,q9.~!Zl-e,keç;¡J.JJ.~Y..r;mJ.p.ilg,:¡,.ht-lQ.w.--t.~,dJ.liY..lmd~~.t-r? Accmmt Sd tip G-.eQ.:IN.geJ;ng Ad Creation '"" ... ... "'.- "." ...~. '...' ""V ",,, 'V ~',. ,"", ,'..' .'., .'" .-.. ."." ..., ..... "'. ... "'.' ".' "..' '...' "." ".. . ~.' K-e:r:wsmls, . Cost - Pe-j' -Click 1. What is a daily budget? A daily budget enables you to set a limit on the amount you spend each day. You set a separate daiy budget for each of your campaigns. Since you only pay if someone clicks on your ads, you won't necessarly reach the daily budget limt you set. On the other hand, you may set your daily budget limit so low that your ads don't appea every tie a user searches on your keywords. In such cases, Google will show your ads evenly tloughout the day at a frequency that falls within the budget you've set. There is no minimum daily budget requirement. O¡h¡¡~' H;.:t:gi. Biling Awc:mt l"'laintei:ant'~ Common Tasks Qpttmi~¡¡,tjQTI AilW ord;¡ S;;:nihrd;; s.~£,lJ¡jly' Guidelines View all q'lestimis 2. Why did I receive more clicks. than my daily budget on a particular day? Traffic is not constat from day to day. For example, fewer people search the Web on weekends your adversing, Google may allow up to 20% more clicks in one day than your daily budget specifies. than dunng the week. To account for this and maxiize the potential of If you budget $100 per day in a 30-day month, you may receive more than $100 in clicks on a given maximum you would pay is $3,000 for day, but the that month. 3. How does GOQgle keep my campaign below the daily budget? Google shows your ads evenly over tie so that you reach your daiy budget by the end of each day. This keeps your ad from accumulatig clicks ealy on and then disappearg for the remainder of the day. Once you've selected your keywords, you'll see a recommended daily budget. If you set your daily budget to this value, your ad should appear ever time someone searches for your keywords. This maximzes the number of clicks you receive. If your daiy budget is lower than the recommended amount, Google wil deliver your ads evenly tloughout the day to keep your clicks at or below your daily budget. Click here to lear how to view and edit your daily budget. '~:~:;'(\/~ (\;;\)e ' Ag.w,QQ:aSnS_e-l~çl,HQmt: .. Iins-,;mg..r-QIJ.giÜQÐ-s- . f:QÐ-t!s;t!J,S- GOOG-HN 20904 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 14 of 45 cpc - 5-29-02.html GOOG-HN 20974 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 15 of 45 //depotlads_branch/google2/ads/frontendlselect/faq/cpc.html#3 .. edit change 105256 (text) I d G- I AdWords Select - It's All About Results ç""-".,, - ii. ,.--.g:Y::~~:~!L__.Ç,Q~:P~- ,çQmmQ,~.Ie-~~:-,_..._.Idp's:-_._--~~:j~.~~::L~!:!1 ~~r~9___.._._..:ePlt~:Q~:!Æ~l:lge-!iI!~~.___.h~~~:.Progr;::m Ov,':rv';,ew :rQP-..s-..Ql1~Sg-Qn.s, Account Set Up: Determining Your Cost-Per-Click (CPC) 1. .W11Y..;.¡r~.Jh~g:.m.hj,in.u!.m..ceç~(: The Basics .G,et¡¡ng5t!n,eA~x:m:m.i S('i Up 2. .'NJ I !le--iH.9..iÇJ:~ul¡fl!"ß.1J,¡j~Çjk;..f.~~;¿J;,,x~j:r~¡:i1. 3. Wb..ilQ.:~.J,m:,¡¡'yt-i:¡¡,gf:,GI~C,(J.,~i.:?;.LW.h.ell..;,.Üh~r..:J.S,e,f;1Y..r.J,"iim.:H.u.Ç.rC? .G.eQ.::rN.g~tÌg Ad Creaiion Ki1:r:w~ml-s. G~~~ ~):~ *,. F ffA'(~U ~.~~ .Qí!üY-ßY.d.get- ..... ... '. "'." ..." '''." ...~ '''..' ..... ''''.'... ,".. ~., .... .'., .".. ".., ,... ,... ... ... ".' ..." "." '..~. ..."' --.. . ...- 1. Why are there minimum CPCs? their Bili!llAc.miit l'dain ter:a!l'te Common Tas.k s Q.ptimi~~lj!;m, Minimum cost-per-clicks (CPCs) have been set for Google AdWords Select keywords based on market value and perfommance history in the Google AdWords programs. Thus, AdWords Select advertsers purchase keywords at a CPC rate comparable to or higher than the amount paid for those same keywords through the onginal AdWords program. Ad\Vord" St¡¡~,d;¡;d:; 2. Wil I need to set a different CPC for every keyword? No. Other adversmg progrs require customers to specify a pnce for each keyword. This means their customers not only spend more money than necessar, but also need to invest a significant ,amount of tie patrollng their keywords in order to reduce costs. For exaple, if you had set a cost-per-click (CPC) of$0.91 in order to appear in the top spot, and the adverser in the second s.~ß!rily. Guidelines. Vinv all a'lestior; position reduced hisJer price from $0.90 to $0.70, you would be paying $0.20 more than necessar to maintain your position. With Goog1e AdW ords Select, you don't have to worr about this, You simply set the same maximum CPC for all your keywords, knowig that the AdWords Discounter wil charge you the lowest CPC necessar to maintain your position for each keyword. If you want to assign different CPC values to different keywords, simply set up separate Ad Groups with different maxmum CPC amounts. 3. Why does my average CPC change when I increase my maximum CPC? Unless you choose to taget your keywords as exact m;;tche.s, your keyword targets wil likely your match a large number of different queres. The default keyword matching option is Qm,s,g..m.aicb.mg. This method of keyword matching allows your ad to appear for al varations of allowed by your maxmum cost-per-click CCPe). As you increase your maxum CPC, you may keyword also be increasing the set of queries for which your ad will be shown, as keyword vanations at the higher CPCs fall within your price range. Your actual CPC wI1 be higher for the searches on those keywords, thereby raising your average CPC. For example, tagetig a broad-matched keyword such as domain name will by default match targeted by other adversers at different CPCs. However, if queries for domain name registration and free domain name, which might have been indivdually the CPCs for domain name registration and free domain name are higher than your maxium CPC, your ad will not show for searches on these keyword variations. If you raise your CPC in order for your ad to appear for searches on these words, your average CPC will also increase. :r:2U:~2 (',)::?1i" - Ad.Wçml-s-,S.d\;ç1Jigl!,e-. Teml-s..mig..ç!'w.gjllQn,s, ' çQn.t¡¡rl-l,!i; GOOG-HN 20975 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 16 of 45 creation 5-29~02.html GOOG-HN 2099r-C'I'NVTnJ¡l\JTT A..T Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 17 of 45 //depot/ads_branch/google2/ads/frontendlselectfaq/creation.html#3 - edit change 105256 (text) i d Go I AdWords Select - It's AU About Rests Ç""l"'J.l1Jl - l!.." _._;9:~~!!~~~:.__._~Æ~:~:92:!:-~r~_._.- ç_QmmQ.o.Ie:!~~:".w__.l1E:~_.__.._!~~.~::.~~:L~~~:.E:':~~.,,-..._---~~~r!:~!:::~~!~::~!t?::~~:._._--J:Egi~._. )?:-Ot;~£~1n:t ~)v,.:t(,'ie\X/ Account Set Up: Ad Creation 1. Hrx).'umfxl¡,--,e~tGH;,--,.h~,'dÚi;.JJJY..;ld.1 :r9'p..S-,.Ql1~sg-Qn.s- The Basics .G,ettin,g)¡l!!led Ai;cimnt Sc:l "Up 2. ç;'llbli1.i¡!l~t¡e;j,¡U.ro,.itQ~2 3. rmJ.J.çrça..tt~..m.l;W..~..ç,~ih.hr,.¡¡.gt-.Q.fJ.ç'y,wmd,¡i. 4. Wh;'I;:.m:e.Hi.eBí¡itmiø.i"G?,li!kf:¡r:e:-i? .G,t'&::rN.g~Mg a\d Cn;;.:Hm: Key'w,QT-çç,S. "'. '." '." .......... '''." ".."".' '''." .......... ,"...."... ."... .".. ..... ,"... ,-'. '.. -.' '. ".." '-,." '-'."".' ".." '..." '''.' Cost- Pei-Clíck Iliijly..ßy,ggel Biling Accmmt l','laintena!lt'~ 1. How much text can I have in my ad? Ads can contain 25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL. On Google, this is displayed on four lines: a title, two lines of ad text, and a URL line. However, the format may differ on Google parer sites. America Online, for instce, shows the Common Tasks QP-g-ll1Á~¡¡llQn. title and ad text all on one lie. the text lie contains any wide characters (for example: capita letters, lower case 'm' and 'w', and cer punctuation marks such as '~', '&' and '%'), fewer characters may fit on the line. Also, some of Goog1e's syndication parers may not display non-standard characters if you include them in your ad. If Ad'.\ ord" St¡;~d;;,d:; ')!;£.1!riiy. Guidelines View aU a'iesti(m~ 2. Can I put images in my ads? images of hh order to maintain a clutter-ftee environment for our users and advertsers, Google does not alow any kind, 3. Can I create multiple ads for a set of keywords? Yes. For each Ad Group you create, you can create as many ads as you like. Because they are trggered by the same keywords, these ads wil rotate evenly when your keywords are searched. Google automatically keeps track of the clickthough rate (CTR) for each of your ads; you can detere which ads perform best by IogEing in to your account and viewing your campaign report. You can then refie or delete pöorly pedorming ads. If you want different ads to appear for different keywords, you can create multiple Ad Groups or ads, you'll have an opportunity to create additiona Ad Groups and campaigns. Your ads will rotate evenly if you use campaígns. Once you've fiished picking keywords and prices for the fust group of the same keyword in different Ad Groups so you don't have multiple ads on the same search resu page. 4. What are the Editorial Guidelines? The AdWords Editorial G,Údelies. posted on the Google AdWords Select website, defie the crteria all ads must meet in order to nU on Google. These guidelines focus on helping you to create clea, effective, and informative ads in order to meet your sales goals. Please review the Editorial Guidelines before creating your ads. ,t.)0V:. G~';)i,.k - AÇÇWm:ds..S--Jt.ÇLllO.m~, . Iinium9..C.QiiÇÇj--i.Qu;= - CQJlliiçtlls. GOOG-HN 20992 CONFIDENTIAL Case 5:05-cv-03649-JW '," ,.,." Document 81-9 Filed 09/29/2006 Page 18.',.of 45 .: .:..~ ._.._".~:.":~~:'.;~.-.:.:~...,~-.~:~::~ faa- all,- 5-29-02~html GOOG-HN 21011 CONFIDENTIA Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 19 of 45 //depot/ads~branchlgoogle2/ads/frontendlselect/faq/faa-ali.html#3 - edit change 105256 (text) r.mnJ!.çt,lJS. - lleln I d Goo,, I AdWords Select - It's Al About Results '~''''''''''''~'~'''''''''''~''''''''''''''''''~'''''''''''...~.~'.....''""""""''''''''''''''''''''''''''' Q.Y.e!Y!.ew: ,Ç.Q.01PgJe- GQmmQ.o''e-rrrs. Ijp-s i~H¡H~U(~q~U¡ FAQ EgjtQJl-g.LG1!jçLe!jn--s. L,Q.Q.io. P;,og~~i:n ~)v~~E"vie\¡.,' AdW ords Select: All Frequently Asked Questions Top 5 Questions 1. Whv can~ I see nI'' ad? 2. U.Q~y'.ç!iJ..m¡¡--,¡¡1m,-mY..J!,ççii.a,lm~..D,.r--iQ.Qgk,Pí!tl--LS-lle-¡¡:? IQp.nS-nQJJ~sg-Qn,s. The Basics G,etJ;n,g..S,t1!rL,e-. '\c(:():ml Sd lip G,eQ,::rN.g~Mg Ad Creaiion Key."w,m:çç,,. 3. How can I optimize my calllJaigii pe:dhmiance? 4. 1s-.t-j;--.e,3.,mID.i::mlm..~.im,¡¡,i,ng.ø;u.llm.i.ID--~!'i.? Cost- Per-Click :Qiib~.P',ll.Ç!ge-l 5. How are ads ranked? The Basics 1. .w1i£.oogle AçlW"ords.ßel-eçt? 2. On what sites could my ads be showll? Biling AU;C\l!!t lHaimellall\:e Common Tasks Qpg-mii9nQQ! 3. How is an AdWords Select account struciured? 4. .!s,.1hee~.ii.D,ÝID!mm..sp'ttd.mg.çQ.m.!!j1meel-:~ Ad\Vords Stmidzrds s.~,urily. Guidelines DJ-7f~:.; ~llt g¡$.:'isrÙy~~i8 5. . Do I pay in advance? 6. lS-.futt,t_1m,!!.ç:¡jYí!tt.QD,.te-t? 7. How do I show my ads above the search resulis? 8. 1¥.ülm¡.¡¡.d~iip-ll~í!LID-au.llm.~Re-rrL Getting Started 1. How do I ¡;et stared? 2. Is there a miilÌmum required cJickthrough rate (CTRW 3. nsi-w..;;tc.~d.s-J:¡me.g1. 4. When do my ads stait running? 5. Wh.~Liflnu::~m.,ttY-.íçh:~¡;l:s-e--l1Imgh,fu~.s1ribi-¡¡lAgW,QQ:gs..p'¡;Q,gmm:? Language and Gegraphic Targeting 1. To which languages and countries can I target my ads? 2. .RQ.es-,lil.gJiJJg_aa.((_Çi,th~k~~QLd.i.,am,ÇJ.!1llLJ;,Qg"e-sJim!!.trs.rU.,s--e1. 3. How does Google detemmIne a seac.her's location? 4. Hm¥.,g-Qf..G.QD.ggr-.$;llQ.~"í.~.a:ç.l..~S,~llßßa,g? Ad Creation I. HQ.w..m.udlJ~ìf,J..C.¡¡D_I.h.?~:e..innm.)..,ad.? 2. Can i: put images in mv ads? 3 .(.¡mJ.ç--~i.e..mIJJ::p--~..~ççs..QJ:'..1!aQt:..n~Q.r4$.7. 4. What are the Editorial Giiidelincs? Keywords 1. What: are keyword matdi!ng opiions? 2.WJJ!1.£,~.J.g,Q.iLG.QQgk,esJj,m~tes-.m9.ß,-~.Ç!JJ:~J''lç,th.iiJ..W.Qiid.Jll,eZ 3. Whv are my average positions reported as fractions (such as 1.5)'1 4. Wb.--tÜ¡,:t.e.k~y'~:.Qj::dus-jjglteeÜQI1JQD.l2 GOOG-HN 21012 CONFIDENTIAL Determining Your Cost-Per-Click (CPC) Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 20 of 45 1. WJiV are there milÚmirm CPCs? 2. :Wjj..Ln.eÇ..--5H¡~t,í!.gift--,elllÇlÇJ9I.--.e-'y,--~Y:W.Q.ln 3. Whv does my average CPC change when J increase my maximum CPC? Daily Budget 1. What is a daily budget? 2. Wjj,y.,çl-igJ..n'&!!i.y'.e.mQi.e.çliçl;§,fu,~,m,yugí!ty.--m.4ge-LQn,.,!,p,a,f.!.ulm:.4¡¡x?' 3. How does Google keep mv campa:¡i;m below the dairy budget? Biling I. j\1lIm_d..~.sJi:QQ.gl~..QiJl.m'y_Ç.r.e-çJ.iLç¡¡nt£ 2. Can L pay bv check? 3. What in have billing questions 01' con.Gerus? 4. .Whí!t,i.U.d.ec.i4UQ.Ç,'!lKeJJJl,y..ç¡¡mpi¡i.in?. 5. Wliat kind of reports will I get? Common Tasks I. Ri.t'y,g-Q.LID.ÇÇe¡¡ IIy--~lyJmg-z.et? 2. How do L pause an Ad Group? 3. H.Q.w..dl.Eil.ml'..~m¡lj.tad.--e~s1 4. How do I activate my ads'! 5. H9_~,g.Q.l-.\!h--ul.B.aa_íId_--nil._a.aL~,f.QQJP~..ç.a111P.(!ig:Dl 6. UQly,çí!.l--axge-tmy..Y¡jp-;;gg,QyJiig¡gge.¡ligJQç¡¡timf!. 7. How do I edit my ad text? 8. l-Q,W...gQ.J.~,4jlmy-k-e-YF.QQ:g.s-,IDiç!.my..m~!!.çQ~l:p-e-~.çJiy'l¡..(Çl-Ç):~ 9. How do I view mv pending cbãrges? , 10. H.9.l~:,g-Q..Lçb.Q9.S-iLW:he-1Jl~J:.lQ.--b,Ql'L.I'¡.a,d;LQn..GQQg.1ç,'p¡¡.ijll~r,--it-e;Q Campaign Optimization 1. Why can't L see my ad? 2. Hm.,!_çí!.llW1Í,miz...li-U'..Ç!.\m,pilß.p"'perfççrll1aJl;.~7. 3. UQ1y..gml.!~ke-§)--e_mx,¡¡,4;¡,--J1P'!:_Qn.QQQgle,.p.í!,er-,~l1e-§:? 4. Huw do I restore my campaign to full delivery? 5. Wll~Lif.mx,k-eY.WQrg.s..rne,ggs,a,~Ie-,?, S eeu ri ty 1. How secure is my infomialÏon? 2. Wjll-,ID.Y_ID,ÇÇiyiÇÇll¡¡llYJÇÇenll;il..jnß1!!lliiti.QJJJ¿e.ßlgrç4..wifu..GQQßle~~,p.¡¡TIn~I:§:? 3. What prevents users 11om repeatedlv c.iekin¡¡ on my ad? Advertising Guidelines 1. Me there girideliues for my ad content? 2. \Y.JJai.if1llY.g.d5..dQlÙ,m~,e-Ub.e-.gy,i.d~ljJ.~.? 3. What can I do to help maintain ad quality on Google? ")20C:) G,)c¡~;k - h..4WgXg--,S,çle-ç1.B.gm,e' Ier--ls--¡mÇ!J~9,:¡4l1imis. .'. çiml;;J;::lJ.;¡ GOOG-HN 21013 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 21" .,', "4' .." . of 45 , .,._._~......._"¡.~¿::::'''. ~~ geo _7-26-02.html .. .- - .._un n.. GOOG-HN 21033 CONFIDENTIA Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 22 of 45 //depot/ads_branch/google2/ads/frontendlselect/faq/geo.htm1#5 - edit change 118044 (text) Ç.çm--¡¡,¡;t-ll.s. - H--ln I d Golo I AdWords Select - It's All About Results """~~~"'~'~~~'~"~~'~"'~~'~'~''''~'''~''''''''''''''''''~'''''''','~""'''',''''''~,',,,,~,,,,,,,,','''''''. Q.Y.erYi.eW ,Ç,Q.IJP,a(( .GQ!nmQJ)nIe-rrrs, Ijp-s, F::..+~:::i.f(~q::H~ FAO ¡;gjl9iJ.gJ.Gi!¡ge-!jn~s. L-9.910, Progr;l::n ()'V"-:rGie\~/ Account Set Up: Language and Geographic Targeting i. .lÇ!.J:Ö:¡dl-1~..ig.r;¡¡w;;s..~r.d,.~Q3.w.trit~,G.u..LP,;:g.4..m.X.,:,~t~? IQlLS-nQ1~ssQn,$; The Basics G,t-t1Iz.S-tllL.e4. A,;(:murt Set "Up æ).ea..~r~~rt~~ln ~~ 2, l)~;\£¡u,¡¡;!i,t-iiUJ~...tb~í,l!HLkeY:t~Qnt,mLmCm¡gS,ç..l.f,S-t!Jl!i~¡g,~:.jt--.£d 3. H~!.ll-.,d9.~:;;.(¡Q,nl-.~i.e.ti:.m.he-.~..~~~':r.¡l;:;.\,.lÇ!.ç:iikf.U? 4. ~g¡;W.,ç!~~~~nÇ1?~Q;J!,e.k!¡!~W..;L.~~~;¡mhm::¡¡.!ø.i¡W.Ht&? Ad CrealÏon ." '. ~." -.' ".,' "..1 '''." '..." '..." ..... .... ," '.. ," '.. .",. ."... ." '.. ,"... ."... ," '. '"', ~.' ".' ..... ..... '''.' ".," "..' '..." '"'' KeYW9J:d.s- Cost- Per-Click D.í!lY-Eyggel 1. To which languages and countries can I target my ads? You can taget speakers of six languages (English, French, German, Itaian, Spanish, and Japanese) and/or more than 250 countres. Choosing your taget languages and countres is the fist step in creating a Google AdWords Select account You can also edit these settgs at any tie after BiUinv. Accmiit Maimena.n.c:e Common Tasks QP'w.?~ll£m. J\dW (i¡-ds S;¡md~rd:; S-!::nnty. establishing your account. ç;'Jllk---ltX--JQ--e-Iff,h,9.l!.. 2. Does targetig affect the keyword traffc and cost estiates I'll see? Yes, your estiates wil take into account your laguage and geographic tagets. Guidelines Vie'w all q'/estions 3. How does Google determine a searcher's location? Location targetg is based on the IP (Internet Protocol) address of the seacher. This technique allows us to determine the searcher's countr with close to 99% accuracy. 4. How does Google know a searcher's language? Language tagetg is based on the browser display language chosen by the user. For exaple, Google AdWords ads tageted to Geran wil only be shown to people whose display language is set to German. .e':::v;-~ G,)(J?k .. AdW ords Select Home, Terms a.nd Conditions .. Contact Us GOOG-HN 21034 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 23 of 45 guidelines - 5-29-02.html . -..., . : GOOG-HN 21061 . CONFIDENTIAL. . Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 24 of 45 //depot/ads - branch/google2/ads/frontendlselect/faq/guide1ines.html#3 - edit change 105256 (text) I d Go~o I AdW ords Select - It's All About Results Ç9JJ"t_V~. - !k .~..~.....~.......~...~.........~........_....,.,~..~..~....'~'"'',.,.....,~",.,,,,""'''~''''''.'.'''.'.','''.''''''''''''''....~..""","',,,,,,, .QYe_i:Lel'! ç,Qmp,ag~ GQmnJ.QD.''e-rrrs, Ijp.s. h..j),~nr.ji~~Ai.. F,~~O f;gjlQii.aLG1!!ge-Hne-s- L.Q.QJ.o hogr;~:n Ov(-¡-\;~ew AdW ords Standards: Advertising Guidelines 1. Ai.Ltt$;~$;.zi!.iädÜ!.t-~.f~!r,.rt¡.::.;Hl-.\~(mteH:? :rQ1L~"O--1~.sg-9m. The Basics G,ettI1LSlnn.e,. A(:(:imin Sei "Up 2. ,WJElt-,il~m,):,;gJs_ù!;uÚ.ms',t:t_\he-2¡¡liì.!lng,,.:~ 3. :Nb.,tt..¡;';;!1.I.d~!.JQ.ttJn.i.mÜiH~.¡JJ.,;:\tj..m:i¡¡1i.t~,.~m.0.Q~!.Û~~~ G,eQ::IN.gelÍ1ig Ad Creal10Il K-e):w.m:g,s, .~. "'. ". ".." --." '''..' ...' '.." '..." ...~- ."... t... ."~. .... '-',' .~., .~.., """ '"'. ". ... ".' "." ".." ...~. '..." '..,, '.... Cost- Per-t-;Iick :i2í!).J1ll,ÇÇget- 1. Are there guidelines for my ad content? Al ads must meet Goog1e's adversing stdads, which can be found in our Iens'.¡¡n.a.ç.r;m.w.:tQÐ-,s' and in the AdW ords Editorial Guideliues. Google strongly believes in the wportce of relevant, Bi1IIig Account .Maintellanr.e Common Tas.ks high-qualty adversing, which benefits both our adversers and our search user. By creatig clear, well-targeted AdW ords ads, you'll reach your potential custmers more effectively an help ensue a positive search experience that wil build users' confidence in AdW ords ads. The resut wi be Qp1i;mnøi A(r'N (l1'd3 Stm~.d;~td;; higher traffic to your site, increasig the potential retrn on your ad investment. S-~.:mjly. Our AdW ords Specialists review al of our ads. The guidelines have been recently updated, so until we complete the review process for already existig ads, you may stil see some ads tht do not D(;.u~J.~:¡Ü?e~ View all qllestiolì comply. 2. What if my ads don't meet the guidelies? We created the Editorial Guidelines to help wprove your ad campaigns as well as the Google user let you know and offer expeeence. Ifwe see that your ads don't follow these gudelines, we wil suggestions on how to wprove your ads. Often, our system wil automaticaly detect when your ads should be refined. In this case, you may receive a message when you create your ads, or you may notice a li (under the affected Ad Group in your account) to a diagnostcs page detailing the possible issues with your ads. your ads do not meet our guidelines or are performg poorly, we11 noti you by email. We'll often stop running your ads unti you're able to make the necessar changes. As soon as you've made and saved the changes, your ads are automatically resubmitted to us forrevew. Our AdWords Specialists revew your ads and can help you optie your campaigns. If 3. What can I do to help maintain ad quality on Google? GOOG-HN 21062 CONFIDENTIA Google is committed to providing an optial user experience as well as givig you the most help of both our advertsers and our effective online advertsing possible. To do tJs, we need the users. If you're an adverser, you can help by creatig concise, inormative, and well-tageted ads. Since such ads often generte the highest c1ickthough rates (CTRs), you'll see campaign perfonnance improvements, and our users will see usefu, informative ads. Users and adversers can also help us by reportng any frudulent or bad -faith adversers. Google is not responsible for adversers' websites includig, but not liited to maitenance of such web sites, order entr, payment processing, shipping, cancellations, rets, or customer serce. However, we value customer serice and hope that our advertser provide qualty servces. Ifpoor serce is rendered by one of our adversers, we suggest that you contact the Beter Busiess Bureau or Consumer Affais division of the city where the company is located, as they wi be able to invesgate your case and act on your behal. Such organizations provide the most effece foru for addressing cases of consuer dissatisfaction. " Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 25 of 45 'i:;::'/n): C;X¡;:+~.. AdWords Select Home. Terms and Conditions.. Contact Us GOOG-HN 21063 CONFIDENTIA Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 26 of 45 index 5-30-02.html GOOG-HN 21118 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 27 of 45 //depot/ads - branchlgoogle2/ads/frontendlselect/faq/index.html#4 - edit change 105721 (text) Ç,mH9.çl-Ls. - H.elv. I d Goi. I AdWords Select - It's Al About Results .'.'.'.~'~,'-'",-,",~-"'-"'~"~'~"'.'.~.'~.'.'.'.'~"'~""'~"""~"""~....'.'~.'~.'.',"'.'..'..'..'~.'.'.....'~,-",-.,,'~~~~","""""""""'~"''''''~''....~......~........-........~.......... .Qye!yj,,WG.QID,P,gie- GQ!J.IJ.Qn.Te-rrrs. IjQs Fü¡H,tr(~q)h F/\O EgjlQ,r1g.LG1!ige-!Jn.es l,Q.Q--n. P:'o~;~£~:::n (..'i(-:r,,'ie\\' Drüp. 5 (;~lU~S~j~~~H~ Program Overview: Top 5 Questions I. :Wh.Y.~"';¡).'J.l.:;.':~Ç:..my¡;,\F 2. UQ.W.:.:,;t;;"LD.l;k~~,--.i¡¡::..m.;r,;.¡!l-..;;v.P.t-r-.;!,i;..G0.tt,,h,¡,n;¡r.mtr..,;.i.¡f.;,'- The Basics G.etlÌ11Z..Slm:Leg ;:ixmmi S,.i tip G.eQ.:IN.gt;!l¡lg Ad Crea1ioll Key'y'(Qrg,s, 3. fÚ.,~,:¿..~:¡.m.lm.n:Ü:¡.:.~;.e,.u:;y..ç:.UI¡,¡,p.¡.:.if.J.p..(x.!.h.r..n¡.mi.,~::? 4.J;-¡..\!:,ia:t,fÃ,JEi--.Úrm!m..$.!w,iIUi:g.,Q),m.nIittnJ;;l:? 5. H!;:?,..ür!;,:,lih..m1!J;~5.e Cost - P(~r -Click .Q.ally,l-~ll.gge-~. BíUing .~ ".' .~ ".' ".. ,"'... ."... .~.. .-.., ,-." .'" ,," .~~ '"'.. "'.. '''... ..., 0,. ... ... "., '., "," ... 1. Why can't I see my ad? A(Á~C\mt 1',,1ain:enaii;:e Common Tas.ks Qpllrn?;;!ll,m:: There are several common reasons you may be unable to see your ad. To help you understad the problem, you can: 1. Ad\"" or,1: Sta~.ihn:! S.~r1!rily. Check back later. Although in most cases your ad is up and running almost immediately after activating your account, sometimes there is a serer upload delay and it taes more than a few minutes for you still cannot see your ad after an hour and you've checked all your ads to sta running, If of the possibilities below, please ç,g.DttrlJ),S- to let us know. Guidelines Vie,;! ali ai/estions 2. Check your daily budget. When you create your ads and select your keywords, the Traffic Estimator displays a recommended daily budget amount for maximum ad delivery on Google. Note that unless you match the recommended amount, your ad may not appear every tie you search for your keywords on Google. If your daily budget is set lower than the recommended amount, we spread the deliver of your ad thoughout the day in order to stay within your budget. This means that your ad may not appear ever time users search on your keywords. To lear how to increase your daily budget, click here. 3. Check your maximum cost-per-click (CPe) and the minimum CPCs for your keywords. Each keyword has a minimum CPC associated with it. If your maximum CPC is lower than the minimum CPC for a keyword, the minimum CPC will be displayed in red next to that keyword when you click "Modify Price or Keywords" and view your keyword list. Your ad will not show when that keyword is searched unless you increase your maximum CPC to at least $.0 i more than the minimum. To lear how to increase your maxium CPC, ç--j¿;;k here. 4. Check the status of your ad. We review all Google AdW ords ads. If an ad does not meet our Editorial Guidelines, you'll see the word "Disapproved" listed below that ad. This means your ad is not cUITently running and you will receive an email notification explaining the disapproval Please review our Editorial Guidelines to ensure that your ad complies, or ç,j.ml¡KtJJs- so we can assist you. Once you've made the suggested edits, simply save your changes and your ad will be automatically resubmitted to us for review. 5. Check your Goo-Targeting. CONFIDENTIAL You can target your campaign to specific commtres and languages. If you don't taget your GOOG-HN 21119 Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 28 of 45 own countr and language, you won't be able to see your ad. To lea how to view and edt your geo-targeting selection, dick here. 2. How can I make sure my ads show on Google partner sites? i. Check your ads. If you choose to syndicate your ads, you must adhere to our Editorial Gll-g-t-lln.e-s-. Ads will not run on parer sites until they've been reviewed by our AdWords Specialists, so please ensure that you meet the stadards in the Editorial Guidelines. You may notice your this ads appeaag on Google before they appear on AOL or other parer sites because of review process. To lear how to edit your ads, çl-çJ;--J..e---. 2. Increase your daily budget. If your ads qualify for our parer sites, you can expect more people to see your ads and more clicks to come your way. Make sue that you get the exposure you want by increasing your daily budget. Increasing your daily budget increases the likelihood that your ads wil appear each tie someone seahes for your keywords on Google and on our parer sites. To learn how to increase your daily budget, dick here. 3. Increase your maximum cost-per-click (CPC). Your ad's position is determined by its clickthrough rate (CTR) and your maximum CPC, so you may want to increase your CPC to help improve your ad's position. Only the top three AdWords Select ads wiI be shown on AOL for any given search result, so raising your CPC increases your chance of consistently appeaag on all the parer sites. To lear how to increase your CPC, ç)'kk.hgfe. 4. Increase your clickthrough rate (CTR). As mentioned above, your ad's position is pary detemmned by your CTR, so be sue your ads are optiized and ranked high enough to appear on AOL. You can increase your CTR by rerming your ad text, using keyword m;;1çJJ,mR--.m.tj.Q~n''-, and using the lçty.\,!:çmLm.ggç¡¡ttQ1t.H29J. to refine your keywords. To lear more about how to increase your CTR, visit our Optimization Tips page. 5. Check your syndication preference. Make sure you haven't already opted out of the syndication program. To lear how, click here. 6, If you have original AdW ords ads, they may not appear on all of our parter sites. 7. Finally, some of our parers may restrict advertsing or keyword seach tenns based on their own policies regarding content and editorial standards. As a result, one or more of your ads may not appear on parer sites. 3. How can I optimize my campaign performance? To help you create the most effective advertsing possìble, we offer an Optimization Tips page. We suggest that you use this page for guidance when creatig and refiing your campaigns. However, these tips are not exhaustive, and we encourage you to experient with your own ad text and targeting techniques to rmd what works best for you. 4. Is there a minimum spending commitment? GOOG-HN 21120 CONFIDENTIAL You can create an account for only a $5 activation fee. You have complete control over how much you spend and how you spend it: You choose the maximum cost-per-click (CPC) and the daily budget that fit your adversing goals. After you choose your keywords and your maximum CPC, the Traffic Estiator helps you predict the tota cost of your Ad Group by estimating the number of clicks you will receive per day. This estiate is based on the maxium CPC you've specified and the average clickthough rate (CTR) for the keywords you've chosen. You can then decide how much you're wiling to spend and set your daily budget to reflect what you're comfortble payig. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 29 of 45 5. How are ads ranked? Your ad is ranked on the search results page based on a combination of its maxxwn cost-per-click (CPC) and clickthough rate (CTR). The higher your CPC or CTR, the higher your ad's position. the top Because this rankig system rewards well-targeted, relevant ads, you can't be locked out of position as you would be in a rang system based solely on price. çljtl---lnf: to lear how to increase your CTR in order to improve your ad's position without having to raise your maximwn Cpc. When you choose a maximum CPC for your keywords, our Traffc Estimator gives you the estimated average ad position per keyword. This estiate is based on your maximwn CPC and the average CTR for each of the keywords you've chosen. '.:-: .~.'.:'...' 0": . AdWords Select Home.. Te.tls and Conditions. Cmitacl Us GOOG-HN 21121 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 30 of 45 keywords - 5-29-02.html GOOG-HN 21152 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 31 of 45 //depot/ads_branch/google2/ads/frontendlse1ect/faq/keywords.htm1#3 - edit change 105256 (text) I d Goo. I AdWords Select - It's Al About Results ç",""'-\1.. - Ðsl-..":8~~::~!~!:!:~..",.,,:S:~P:~R:~~_........--.~~!~~g:~:I~~T~:,,.._.y_._I)g~:.__....--"..:_~~~:r!~t.~~~:~.~!~.!~.E:~~~:¡...._..,,----.w--;~~L-~?:~~h§g~:~!:~~~.........----~:?::~!g..Pr')gt';~.:r.t ,)V,-::-~.¡ie\'\' J~~P'..S-,.Q11~,SljQn.~ Account Set Up: Keywords I ' .W.h~.:,~n;..kex,?,:t.Jxd..m;:i.t(h¡.ng,.~7.p.iim:jf;.? 2. Yilt;¡u.:;:J.¡LL.Ü!;~iLGQ~).gi~t;--:_s-tiff~¡íg,!,dn~).l~,,;HHff,ni,,tJ!Ø.tLL!~~!;~\Jli,Lhk-f? 3.. :v\J!Y..;J.H~,my.,~.'¿;:~.:g;:...~0.ÛÜ9XJ.S,X-H!f.;'N,d,;!,3.,ft,sJS,ÛQNi..'JjJ.(h.:i.:5,..i".5):? The Basics G,etiin,gSim:te,\((";ani S('i 'Up 4. W.~;'!L¡;¡.th,t-.kt;y.y..!';~nt.â!;gg:ei!~,Ql.,)P',~j:~ G,eç::rN.g~Jjn.g Ad Creation Db:::::y ".~:;~3 r Ò:= "'. '.' "." "." ",." '''.- n,." '..." . "." ..." ,.'.. .-'., ..... ..... .- '. .' ~ ..... '. . '. ~.' '. '.,,' ".' .,.' '''.' Cost- Per-Click Pí!Ù'y,l~y,gget. 1. What are keyword matching options? Hillin f. A~cc,mt Maintena!l~(; Goog1e AdW ords provides matching options that allow you to refme your ad targetig, reduce your cost-per-click (CPC), and increase your ROI. Broad matching is the default method of Common Tasks Qp-1imi?;;;llQD. .3\d\V (;:"d::; S~Hn.t~;::.rd:; keyword targeting for Google AdW ords Select. If you choose this option, we recommend usig the !i~mt¡U:.niksir; to(d and the other matching $.~t,1!ri1Y Guidelincs options to furter refine your targeting. Broad matching allows your ad to appear for many searches that include your keywords without having to enter every possible combination in your keyword list. Your ad may be shown for seaches that are not as well targeted or as useful as you might like. Be sue to create negative keywords for the tees that do not pert to your business. This gives !/n;! all aiistior¡ you more control over who sees your ads so you won't pay for clicks that are unlikely to produce well-targeted results. . The varous keyword combinations for which your ad may appear through broad matching may have been targeted by other advertsers at higher CPCs. You could end up paying a high actual CPC for these words, which could increase your average CPC. Using exact, phrase, or negative matches helps you keep your costs low. Here are descriptions and examples of each keyword matching option: Broad matches. If your keywords are broad-matched, your ad wil show for all searches that include those keywords. Unless you select a different matching option using the special characters noted below, your keywords wil be broad-matched by default. For example, tennis clothing wil match tennis clothing sales, clothing for tennis tournaments, etc. Phrase matches. If your keywords are phrase-matched, your ad won't show unless the user's search tees are in the same order as your keyword phrase specifies. Surround keywords that you'd like to phrase match with double quotes (" "). For example, "tennis clothing" wil show your ad when a user searches on red tennis clothing, but not clothingfor tennis tournaments. Exact matches. the user's search includes any words If your keywords are exact-matched, your ad won't show if besides the exact keyword or phrase that you've specified. Surround the keywords that you'd like to exact match with square brackets (( D. For example, (tennis clothing) wil keep your ad from showing for searches on tennis clothing sales. Negative matches. CONFIDENTIAL the user's search includes that word. If your keywords are negative-matched, your ad won't show if GOOG-HN 21153 your the keyword you'd like to exclude. For example, if keyword is tennis clothing and your negative keyword is -red, your ad will not show when a user Add the negative character (-) in front of seaches on red tennis clothing. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 32 of 45 2. What can I do if Google estimates more ad traffc than I would like? Once you've selected your keywords and a maxium cost-per-click, the Traffc Estmator wil show you estiates for your average position and the number of clicks per day you're likely to receive. If the estimates predict more traffic than you'd like, you can control your costs by refming your keywords, adjustig your maximum CPC,or selecting an appropriate daily budget You can refine your keywords to reach a more tageted audience by using keY:W;Yg-nm.,H::J.ÛJ.i. ~m,ii,ÇÇ~-S- or use our ki~:L~Y,QW_,S-;!J~i;e;;J~mj!'¡9-). to create more specific keywords. Lowerng the maximum CPC you're willing to pay will reduce your actual Cpc. However, this will your qualify you for a lower position on the results page and could reduce the effectiveness of campa1gn. You can also control the amount of traffic your ad receives by settng your dail v budget to limit how often Google displays your ad, rather than showing it every time your keywords are searched. Based on the estiates calculated by our Traffc Estimator, your ad is shown evenly throughout each day at a frequency that falls within your budget. 3. Why are my average positions reported as fractions (such as 1.5)? Unless you choose specific keyword matching options, your keyword tagets wi1l1ikely match a large number of different queres. For example, tageting domain name wi1l match queries for domain name registration and free domain name, which might have been individually tageted by another adverser at a different cost-per-click (CPC).lfyour maxmum CPC is high enough to land your ad in the first position for the quer free domain name, but only in the fourt position for domain name registration, your average position might turn out to be 2.4. 4, What is the keyword suggestion tool? This tool helps you refme your keywords. For each keyword, the keyword suggestion tool can provide you with a list of common searh tens that are variations on or are otherse related to your keyword, These search tens are useful to know so that you can: o Use the relevant results provided by the keyword suggestion tool as exact or phrase keyword matches in order to target a specific audience. o Identify terms that don't pern to your business or product, and use those terms as negative keywords. o Combine the useful results with your current keywords to refme them. To access the keyword suggestion tool, click "suggest keywords" next to your keywords, or visit: haps:i iadwords. googJ e .comisc Icci/inain ?(;¡nd=K cywordSalldbox. :( 2L/~:; \'.;: ::)(, ::'. ~." - .Ai;WQI9,S-,Sde-ç1.Hgm.e- Tee111.S-,~JJg..ç~'.nQÜ''Qn,s, - ÇQn1H£--l-l;¡ GOOG-HN 21154 CONFIDENTIAl. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 33 of 45 optimiza tion _5- 29-02.b tml GOOG-HN 21195 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 34 of 45 //depot/ads - branch/goog1e2/ads/frontendlselect/faq/optimization.html#3 - edit change 105256 (text) i d Gooo i AdWords Select.. It's All About Results Ç.PJ""..L(j....!!.m IJp-s~"'-""'~"''''-''~'''~''~'~''~'~'''''''~~~''.'.~~~-~.~.."'~~""'_""""""'~~""~""'.'.'. ""'-""~''''~''~~~''''''''''''''''''''''''''~''''''''''''''.....'"-"""""""' .Q.Y.e1:YJ.eW ProE~ra::n ()v,-::-~.6.e')N ç.Q--:m,aJe GQmmQn..Ie-rITs, ¡¡.: :~.~ n,~ ~H ~\:: H f::~. h F l::~ ~) EgjlQJlgl-Glljge-Hne-s- L-Q.Q.i.o Account Maintenance: Campaign Optimization 1.W.hY..G~.!Ù.J..i:t;tlx)...:~'..ML: 2. Hmx..i,¡i_u,L,i!.ti,m'¡l,t..E~Y.,~ø.mJN.ü;,lLV-!~,CC!.t::u~~,U!~,e~~ 3. H~!.~1:.,Ç(;HJ"n:;--;:..~nfÇ;..my...ad,s.,;;l)J!.';;a::øl..Gn~!lk,Ü;.r!tU~:!:,f_i,tt;:.(: JQP,.S-..Q11~,S1iQn.s, The Basics .G,ettiD,gS1mleg. Acçmmi Sd tip G.eQ::JN.getiJlg Ad Crea1iooi Key.w.Qr.g.s. 4. Uç:,y..5b~.Xie;¡lQ!:t.:\¡¡,y'..ç',gn¡p.HÜ~ß,K,:!h¡f,.Q_t-~~,'~.t!:y"~ 5 .Wha:,.H:.mY..k-f.~.J.:!?:~!H!"'.~n,.Ji~:;,J.Ü.e;;J:? ... '"'"""",,",,"",,"".." ".."".. ..., '-'.. '-', .... ",' -. "'" "." "',- "," ".- "",' ,"... '''.. '"'..' '"'''''''''''''.''''.. ..... Cost.- Per-Click ní!ly_l-~lltger- Billing 1. Why can't I see my ad? There are several common reasons you may be unable to see your ad. To help you understand the problem, you can: 1. Account Main:.enafiç~ Common Tas.ks DC::r~t.i~r:i~-:;1tinn ls.d'"V ü:"d;; S~~:nd;i;rd:; Check back later. Although in most cases your ad is up and running almost immediately afer activating your account, someties there is a serer upload delay and it takes more than a few minutes for your ads to sta running. If of ~!;r,i;!riiy- Gnidelines. Vie-w ali q'lestion, you still cannot see your ad after an hour and you've checked al the possibilities below, please contact us to let us know. GOOG-HN 21196 2. CONFIDENTIAL Check your daily budget. When you create your ads and select your keywords, Ùle Traffic Estmator displays a recommended daily budget amount for maxImmn ad delivery on Google. Note Ùlat unless you match the recommended amount, your ad may not appear every tie you search for your keywords on Google. If your daily budget is set lower than the recommended amount, we spread the deliver of your ad thoughout the day in order to stay within your budget. This meas Ùlat your ad may not appear ever time users search on your keywords, To lear how to increase your daily budget, click 1Ie1"e. 3. Check your maximum cost-per-click (CPC) and the minimum CPCs for your keywords. If your maxium CPC is lower than the minImmn CPC for a keyword, the minimum CPC will be displayed in red next to that keyword when you click "Modify Pnce or Keywords" and view your keyword list. Your ad wil not show when that keyword is searched unless you increase your maxmum CPC to at Each keyword has a minimum CPC associated with it. least $.01 more than the minimum. To lear how to increase your maximum CPC, çl.ilç here. 4. Check the status of your ad. We review all Google AdWords ads. If an ad does not meet our Editona1 Guidelines, you'll see the word "Disapproved" listed below that ad. This means your ad is not curently ruing and you will receive an email notification explaining the disapproval. Please review our Editorial Guidelies to ensure that your ad complies, or COlJtact us so we can assist you. Once you've made the suggested edits, simply save your changes and your ad will be automatically resubmitted to us for review. 5. Check your Geo-Targeting. You can target your campaign to specific counttes and languages. If you don't target your own countr and language, you won't be able to see your ad. To lea how to view and edit your geo-tagetig selection, dick here. Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 35 of 45 2. How can I optimize my campaign performance? To help you create the most effective advertsing possîble, we offer an Q..~iÜ:.lj.,~1liçm.TiP.s- page. We suggest that you use this page for guidance when creatig and refining your campaigns. However, these tips are not exhaustive, and we encourage you to experiment with your own ad text and targetig techniques to find what works best for you. 3. How can I make sure my ads appear on Google partner sites? 1. Check your ads. you choose to syndicate your ads, you must adhere to our Editorial Guidelines. Ads will not run on parer sites until they've been reviewed by our AdWords Specialists, so please ensure that you meet the standards in the Editorial Guidelines. You may notice your ads appeag on Goog1e before they appea on AOL or other parter sites because of this If review process. To lear how to edit your ads, click here. 2. Increase your daily budget. If your ads qualify for our parer sites, you can expect more people to see your ads and more clicks to come your way. Make sue that you get the exposure you want by increasing your daily budget. Increasing your daily budget increases the likelihood that your ads wiJ appea each time someone searches for your keywords on Google and on our parter sites. To lear how to increase your daily budget, click here. 3. Increase your maximum cost-per-click (CPC). Your ad's position is detennined by its clickthrough rate (CTR) and your maximum CPC, so you may want to increase your CPC to help improve your ad's position. Only the top thee AdWords Select ads will be shown on AOL for any given search result, so raising your CPC increases your chance of consistently appearg on all the parter sites. To learn how to increase your CPC, Ç.llÇ.l;J).,er,e. 4. Increase your clickthrough rate (CTR). As mentioned above, your ad's position is parly deterined by your CTR, so be sure your ads are optimized and ranked high enough to appear on AOL. You can increase your CTR by refming your ad text, using l;e::y.:,Qr-g_,m,~!SJlm.KQp.JiQp"s-, and using the k~'ywQnL~!!gg~;¡l;Q,ll ioo1 to refine your keywords. To lear more about how to increase your CTR, visit our QpJimig;ni9JJ.J:iPS. page. 5. Check your syndication preference. Make sure you haven't already opted out of the syndication program. To learn how, click !l~J:!;.. 6. If you have original AdW ords ads, they may not appear on all of our parer sites. 7. Finally, some of our parers may restrict adverising or keyword seach tenns based on their own policies regarding content and editorial stndards. As a result, one or more of your ads may not appear on parer sites. 4. How do I restore my campaign to full deUvery? You wi1l receive an emaIl if the last 1,000 ad impressions served to the campaigns in your account receive fewer than five clicks. The email will descrbe the simple steps you can fo1low to improve the perfonnance of your keywords and restore your campaigns to fulI delivery. For detals on optimizing your campaigns and keywords, please read our Optimization Tips page. Please note that the AdWords automated peronnance monitor will continue to watch the clickthrough rate (CTR) of your keywords, so if your targeting improvements don't work out, you wil receive another eeai1. If you need to restore full deliver a third tie, you wiJ be charged a $5 reactivation fee. 5. What if my keywords are diabled? GOOG-HN 21197 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 36 of 45 If one or more of your keywords have been disabled, it's because they were not perfonning well for you and were therefore hurtng the overall cIickthough rate (CTR) of your campaign. We encourage you to use more specific, better-tageted advertsing and keywords. lfyou believe you can improve the clickthrough rate of your disabled keywords by improving your ad text, delete the disabled keywords and use them with new ads in a new Ad Group or campaign. For tips on how to improve your ads, follow the steps on our Optimization Tips page. -::;::r~v~ C~ì(:;:k,: .. Ad\Vords Select Home. Terms and Conditions .. Contact Us GOOG-HN 21198 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 37 of 45 security - 5-29-02.html GOOG-ßN 21249 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 38 of 45 / /depot/ads - branch/ google2/ads/frontendlselect/faq/security .html#3 - edit change 1 05256 (text) çQm¡¡.c.t-J.~. - lleln I d Goolo I AdWords Select - It's An About Results ",~~"" Q.Yef.!.eW ç,QH1P.aJ.e .QQ!T.mQJ!.''e-rrrs, Ijp-s. f~)~~'.':~H.f(~Hg~~Ü ~':.:::~f) .".'.'."-".".""','"'"''''"""",,,'''''-'''''''',',,,,,,,,'''.'''-.'.' L EgjtQiJ.g.LG-l!ige-H..n"e's'.."""'."""~"""""","Q."Q''l''.''o'','''.. . " '. . "" " ' P:-OE~r;~:n ~)v.(.::-,,.iev~' AdW ords Standards: Security I. Hf2Ydil.f.i.nf;'..h..m~~..illJ9X.!I!.al.i!.:J:( :rQP'.,s-,.Q:U~,s:jj,~n.s. The Basics G,e.ttlu,g""lm:Le2. ,~!ii~l_nl:Liltl~Y~in;lßJJylsten.JHi~l~lt:..i~i~~~'~nn.litli?Ii.~t~..~hß.Is'~çi.:l~~~~lh~Q!~r~!;~~t-~;~~¡f.t~~u.t-e~? 3. Y\:b.¡¡t..r¿f;:.Y,!-.!,~"nft.¡--.,Û:m~G. ''t-:rt;~.1. t:d.L.(J.ir.bx;g. Qllxi:,Y,.;¡4? A,x-m.ml Sd 'up G-eç::IN.geJ;ng Ad Creanon Key,w.Qrg,$; "" ". ". "." "." '..~' '''." ...~ ..... ..... ,".. .'.. .' '" .'.. .'., .'.." .'., "'. "'. Cost - Per-Click .Pí!Üy'..Ey.ççgel. 1. How secure is my information? We understad that making an advertsing purchase online involves a great deal of Hilinv. ;\cçcunt .Ma¡ntej:ant~e confidentiality of trst on your par We tae this trst ver seriously, and make it our highest priority to ensure the securty and Common Tasks Qp'ljmi~llQn. l\.d\V ú:'d:; S::nnd;~:rd:; the infommation you provide. Google uses industr-standard SSL (secure socket layer) technology to protect ever interaction you have with the AdWords system. This protects your credit card and other personal infommation. Once we receive your infommation, we not only store it behind a fiewall, but also encryt the sensitive credit card infonnation. D+i:i: ~,::,i~. Guideliiies Vieev all q!/esfiom When credit cards are submitted through the secure online fomm, they are checked against the account infommation by our third-par credit card processor. If infommation submitted is invalid, the credit card will not be accepted. Iftheinfommation is valid but there are discrepancies, the thdpart credit card processor returns a fraud score based on the number of discrepancies between the credit card account and the AdWords accoimt infommation. High .fud scores are flagged by our system for review by an AdW ords Specialist. The infonnation you provide us with will only be used by Google in an effort to serve you better. We don't share or sell your personal infonnation. For more details, please see our .lrY.;l!Y-..,Ql-ø. 2. Wil my individually identifiable information be shared with Google's partners? No. Your individualy identifiable infonnation will remain with Google only. Please see our Prvacy Policy and Terms aiid Condiiions. 3, What prevents users from repeatedJy clicking on my ad? Google closely monitors all clicks on AdWords Select ads to ensure that there is no abuse of the program. This includes analyzing all clicks to detemmine whether they fit a pattern of :faudulent use intended to arficially drive up an advertser's clicks. Google's proprietary technology automatically distguishes between clicks generated through nonnal use by users and clicks generated by click spamers and automated robots. As a result, we're able to filter out clicks you don't want and ensure they don't show up on your reports or bills. \';"jJG/ G;)(Jrk .. AdWords Select Home. Terms ;ind Condiiions.. Contact. Us GOOG-HN 21250 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 39 of 45 start 5-29-03.html GOOG-HN 21303 CONFIDENTIAL Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 40 of 45 //depot/ads - branch/google2/ads/frontendlse1ectlfaq/star.htm1#4 - edit change 105256 (text) r,mn9,G.L1J,S. - H--lQ I d Goo I AdWords Select - It's All About Results ~"'~""""""'~'.'.'.'.'.',.'.'.'.'.'.~.. -'.~'.'~. . ., .9y'er.yj--w .G.Q.o1P,an~ GQmmQJLIer.ms, Ijp-s- h.:).::+:::nf:U~ F/;/) E.g.j.'j~Q~..._...S..S.J...G.i.!.j..g'.e.'-'!'J-n.e..-.'s'.-...''''."',,,,,-,,,,,L'.''Q''.'Q''-'-''o''.'''' J i .. .. . . ... . . . . . . .' '. . . '. '.' ''' ''' ''' ' ' ' P:-ogr;:t:n ç)v(-:n;ie~li/ IQlL~..QY~,ssQn.s. Program Overview: Getting Started 1. HrXW,Jh~J.£l:UilaatlfF 2. I;Ll!ler-j~...n;1.ÍJ.1inll!Li!~!Ò:~~1.d¡d~ttim:\idLL;;l;d.c:nLJ 3. g,~!:?'l:..(Jx.~A.d~,J:~,¡-l-k.eg,:~ The Basks Df;~~~"~~nt~ SZ~:~'~f;:J A.xmmt S(,i tip G,e£t:IN.ge1iD-g 4. Vi.ht¡¡¡..lj~1.:my',;Hf;L:i1;irLm!:.!1.\¡L\!? 5. W..HH..if--,tJ..XJ:r.;.l1Jj.,;;tjyer..i.s~--.n'.~~.!.¡.g.h.Ü¡..)..\'.r,i¡,~ÙE;),/V¡.Wç;'r(:::.w;.\~g.r.zni:,: Ad Creation K.e.u.w.or.d.s. ... . J ... _. . . Cost- Pt"j"-Click I¿í!lly',ßY.dge-t ... ,-'... '"'... .~~ .~., .~..' "'.." '~..' '''..- '''.. .., '''. '.. -. '... '," "." ..' -',' '"'... ,"'". "'''' "'..' o"'y '"'... ,-... '"'.. '''.. BiUing 1. How do I get started? There are five easy steps involved in creatig and activating a Google AdWords Select account. o Step 1: Target languages and countries. Account l','lain¡enanc~ Common Tasks Qp-lj;m.tj~m AdW i);,d:; S;¡:nnb.rd:; Choose ITom among five major languages and more than 250 countries. $.~Jlrily, Gnideiiii~~s Vieev all q'l'stiún~ o Step 2: Create Ad Groups. Design your ads, choose targeted keywords, and specify your maximum cost-per-click. o Step 3: Specify your daily budget. Your maxmum daily budget helps detenine your ad exposure (the number of times Goog1e shows your ad in a day). There is no minimum daily budget. o Step 4: Sign up. In this step, you create your Google AdWords Select account. You don't need to submit your billing infonnation at this point. All you need to do is: . Review and accept the Google AdWords Tenus and Coudiiicms. . Provide us with your email address. . Select a password. o Step 5: Activate your ads. VerfY your email address, log in to your account, and submit your bilIing infonnation. Your ads wil begin runing on Google immediately after you've entered your credit card mfonnation. Click here to sign up or lear more. 2. Is there a minimum required clickthrough rate (CTR)? and individual keywords maitain a minimum clickthrough rate (CTR). GOOG-HN 21304 CONFIDENTIAL Yes. To ensure your advertsing is effective for you and your users, we require that your account For ads that appear in the first position across our parer sites, the miimwn required CTR is typically 1.0%. (The minimum required CTR for ads appearig just on Google is 0.5%.) The CTR theshold for ads appearg across our partner sites is higher due to the improved overall positioning of AdWords aiis on our expanded network of parer sites. This perfonnance metrc is evaluated after ever 1,000 ad impressions are delivered on Google. The AdWords automated perfonnance monitor may slow or stop delivery of your ads so you can improve your campaigns if it detects problems with your account or keywords, Case 5:05-cv-03649-JW Document 81-9 Filed 09/29/2006 Page 41 of 45 Accoun( level peiformance monitoring: If the CTR

Disclaimer: Justia Dockets & Filings provides public litigation records from the federal appellate and district courts. These filings and docket sheets should not be considered findings of fact or liability, nor do they necessarily reflect the view of Justia.


Why Is My Information Online?