I/P Engine, Inc. v. AOL, Inc. et al

Filing 240

Declaration re 238 Memorandum in Support, of Howard Chen in Support of Defendants' Motion for Summary Judgment by AOL Inc., Gannett Company, Inc., Google Inc., IAC Search & Media, Inc., Target Corporation. (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)(Noona, Stephen)

EXHIBIT 14

Google

Simplifies

Loosens

Requirements for AdWords

Search

Engine Watch

SEW

Page

of

II

Search
Engile

Watch
Reset

Search

Industry

SEQ
PPC
Analytics
Social
Local

Mobile
Video

Companies
Technology

SES

Conference

Text

Link

Ads
Marin
Software

Adobe
gShift
Labs

SIM
Partners

ClickZ

Academy

http//searchenginewatch.com/article/2065

87/Google- Simplifies-Loosens-Requirements-f..

7/25/2012
G-I

PE-0888266

Google

Requirements for AdWords

Loosens

Simplifies

SEW

Engine Watch

Search

of

Page

Do You Know
The Value

Of

Like

Google
by Chris

Loosens

Simplifies

Sherman

Requirements

14 2005

July

Tet
Google

is

making

potentially
of this

advertisers

and

position
bid

in

trial

case ads

the opposite

on

hold and

disabled

were

by Google

required

Google

now

has

applied

but

two potential states
tandem

with

automated

adequate

this

for

this

over

ad

the

above

may
member

that

becoming

determined

as measured

ads with

take for

to

automatically

combination

by

that

deemed

were

that

the

of

Ads

from users

by clicks
bid prices

higher

next steps

of

suggestions

less

change

based

on

will

at

calls

maximum

this

determined
Quality

have

by

Score

performance
creative

of

or

of

ads either active

all

manage

to

To

your keywords

for

meet

didnt

restore

normal

to

in

Googles performance

the display

these ads

of

advertisers

ad

the

Relevance

or inactive

when

campaigns

their

state from normal

changing

they

they

continue

guidelines

need

be concerned

be

to

about

only

this

the

modeling were

minimum

over which

based

quality

determine the state

to

predictive

meet

control

introduced

uses

they

minimum
an

want

the

by
to

run

ad

system that overrides

bidding

Previously ads

Now

penalized

bid established

keywords

of

advertisers

can

not

meeting

push the ad out

to

system
said

Salar

Kamangar

director

of

product

Google
Ad Rank

cost-per-click

practice

making

has also

Google

as long as they

What Google

when

improve the quality

to

advertisers

modeling Google

levels

management

penalized

are slowed

ads

Advertisers now

the

of

perform well were

rarely

appear

for

viewers anyway

In

offers

has long been

Google

displayed

accounts

process

easier

predictive

quality

not

make changes

to

simplified

should be

it

that did

Additionally

ads would

meaning

the

more about

relevance

position

in

more control

by users

requirements

In

boosted

with

Google has disabled

that

learn

on

the perceived

advertisers

provide

members

Watch

here to

Click

to

users

for

Engine

ads are displayed
and

by the advertiser
often

relevance

deal with campaigns

to

of

frequency

performed well were
relevant

And

story

Expo
intended

program

Search

for

new system

the

Conference

AdWords

its

improving

how

including

under

reactivate

amount

changes

while

longer

The

SES
to

version

campaigns

AdWords

for

means
Quality
is

an
ad

the
there

or the position

amount
no

longer

Score which

determined

by the

of

Kamangar

said

there

bid

prediction

keyword

ad from an individual advertiser
text

willing

also

other

relevant

among

across

factors

in

set

continue

now

particular

how

of

will

quality

for

performance

performance

are

page

result

bid and

to

minimum

essentially

historical

search

on

are

generic

is

is

ad

an

advertisers

all

of

the

ad

is

for

advertisers
specific

determining

the

based

bids

specific

as well

terms

on the

Score

Quality

Minimum

keyword
an

be

to

called

are

now

keyword

as the

and

the

score which

relevance

he declined

of

to

disclose
Pegging

minimum

de facto

minimum bids

bids

to

For

quality

ads

score that considers

that

receive

http//searchenginewatch.com/article/2065

high

all

quality

of

these factors

score

effectively

Kamangar

said

the

eliminates

minimum

Googles
bid

as

87/Google- Simplifies-Loosens-Requirements-f..

little

previous

as

7/25/2012
G-I

PE-0888267

Google

penny

Conversely

Minimum

bids

decrease

Want

that

receive

advertisers

over time as the quality score

change

while

poorly

expects

Google

of this

that

Article

search

for

Post

new system

the

change

case

often

links

1237PM

2005

15

In

Guide

Engine

see

benefit

an

increase

both

Ads

updated

that

perform well

will

see

minimum bids

in

and

advertisers

Crawler Out on

members

Watch
that

learn

bad

link

Mimics

users

Prow

The

discussion

the

Search

to

in

offers

has

Google

more about

suggestions

disabled

becoming

of

may
member

that

take for

next steps

automatically

Week

Business

631PM
in

Blog

Finding

Slashdot

14

Jul

2005

AOL Hopes
Googles

610PM

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Google
Jones

Parlez
Jul

Plant

Online..

scheme..

GMT
in

Canada..

Out

600PM

Souped-Up

of Its

Web

Site..

GMT

14

GMT

act..
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2005

GMT

Free Mapping

2005

1233PM

Service

In

Japan..

GMT

vous Deutsche..
14

2005

SES San

complex

Jul

14

Jul

and Lonely

of SideStep

GMT

Mileage

558PM

2005

Starts

half of 2005..

in first

GMT

2005

Googles balancing
CNET News.com

Press Releases..

Part

GMT

offers affiliate

2005

14

Shift

for Bigness..

14

Jul

AlterNet.org

Jul

Bias

Marketing..

GMT

for Great

Post

Washington

have and

GMT

May Break Copyright
14

Jul

most

Haystack..

TV search engine

Googling

which

Engine Strategies..

623PM

2005

14

Jul

Netimperative

facility

Google Yahoo..

Research Reviews

and

2005

14

1027PM

810PM

2005

14

Jul

Jul

search

GMT

of Search

History

Gale.com

use the publications

GMT

most RSS buzz

get

852PM

2005

14

Jul

of

from an Algorithm

2005

14

Jul

Travel Search

75

continuously

GMT

1115AM

2005

15

Jul

Traffick.com

At

the

search to UK..

Your Business

Google Yahoo

ZDNet

is

Become.com

here to

PPC Search

and

brings podcast

Saving

Dow

than

higher

GMT

1227PM

2005

15

Jul

Netimperative

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The

Engine

Click

Personalization

Today

Blinkx

The

be

could

headline

the

Jul

Search

Search

changes

Join

will

will

deal with campaigns

to

SuperPages.com Redesigns

ClickZ

bid

Headlines

NOTE

Media

story

This

ads

performing
the

story for Search

how

including

under

reactivate

new minimum

the

quality prediction

of

Page

forums

version

longer

low

SEW

Engine Watch

Search

cents

five

minimum bids

in

Watch

Search

that

discuss or comment on

to

Engine

of

also

can

said

Kamangar

ads

for

minimum

previous

Requirements for AdWords

Loosens

Simplifies

1100AM

Francisco

PPC SEO

exhibitors

GMT

discover

link

building

and abundant

all

the tools of

mobile

The

net working events

http//searchenginewatch.com/article/2065

trade

of

digital

and more Experience
Save

up

to

marketing
days

from the

of unparalleled

$400 now Through

July

rise

of big

data

education

wiTh

13 REGISTER

87/Google- Simplifies-Loosens-Requirements-f.

to

managing

55

sessions

NOW

7/25/2012
G-I

PE-0888268

Loosens

Requirements for AdWords

Content blocked

Google

by your organization

Simplifies

Recommend

this

Search

Engine Watch

SEW

Page

of

story

Twet
Share

Reason

Websense

This

cateqory

is

___________

Facebook

filtered

Read more on Industry
Related

Popular
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Around

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per

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engine marketing
Commenting

policy

Add

Comment

http//searchenginewatch.com/article/2065

887/Google-Simplifies-Loosens-Requirements-f..

7/25/2012
G-I

PE-0888269

Google

or

Enter

Loosens

Simplifies

email

Requirements for AdWords

Search

Engine Watch

SEW

Page

of

weekly

address

Subscribe

Share

1.4k

Follow

27.7K

Events

e-Learning

SES

SES San

Un

August

Francisco

13-17

September

SES

for

marketers

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Online Marketing
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at

every

level

and

from
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type

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November 26-28 2012

Social

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Send

http//searchenginewatch.com/article/2065

87/Google- Simplifies-Loosens-Requirements-f.

us

story

7/25/2012
G-I

PE-0888270

Google

Simplifies

Loosens

Requirements for AdWords

Search

Engine Watch

SEW

Page

of

Live
Comments
Discussion

40 hours

of

PPC Analysis

Name

IFirst

in

60 seconds

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less

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Number

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or

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of

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http//searchenginewatch.com/article/2065

87/Google- Simplifies-Loosens-Requirements-f.

7/25/2012

G-IPE-0888271

Google

Requirements for AdWords

Loosens

Simplifies

Search

Engine Watch

SEW

Page

of

Webinars
Link

How

at

Do You

Annual

2012

at

100pm

1000am

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from

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http//searchenginewatch.com/article/2065

Differentiation

Stolen

Beat

List

Posted

More

SEO

Topics

Online

Your Competitors

87/Google- Simplifies-Loosens-Requirements-f.

7/25/2012
G-I

PE-0888272

Google

Loosens

Simplifies

Requirements for AdWords

Your Customers
and

Content

So you

are

Nurture

winding

How

to

Director

Manage

Relations..

up

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http//searchenginewatch.com/article/2065

87/Google- Simplifies-Loosens-Requirements-f.

7/25/2012
G-I

PE-0888273

Google

Loosens

Simplifies

Requirements for AdWords

Search

Engine Watch

SEW

Page

of

Akarin
SO

FWA

RE

SEARCH

DISPLAY

SOCIAL

LEARN

MORE

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http//searchenginewatch.com/article/2065

the

Floor

Year

87/Google- Simplifies-Loosens-Requirements-f..

7/25/2012
G-I

PE-0888274