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 15

Site

Page4

Sentence4

Project page
________
Leave

lstpsfjads.ogle.comselectqbbirtml

feedback

Report

bug

histtuy-browseruserslactoogIe.com

Ha

Browser

History

lim igsnn

ymrll25370

https//adwords.google.comlselect/qbb.html
Open
277 ults
htlpsJMww.adwords.poople.oomfsetectipbb.html
16 httpJiadwords.g000le.com/selectktbb.hlml
fShow Imapee
baeexbase
267
Ljdaily-fddally
10

In

OhOup

11

.Sjtematives

Show

instant

Pagi4

0neafe

Hint

Google

Coynatterns

EaeQiff

Its

MI About

Sninpetsnamsnt

Strkttissurehivnt

15

Slrlnrttesnrver

2005

Jul

Ifosu1tar

0000.00

Contact

Us

________
HelD

In

Center

lisin

Ad Words

are the

the

weekswelI

coming

keyword

simplify

changes

status

ourkcysord

status

and

system

introduce

minimum

qualitybased

mom

you

bidsgicing

control

pin

to

on

keywordsyou

find

important

2010

flowitworks

Overview

Ad

pane

2011

What

Home

Words

second

UTC base

Ad Words

Ad

bookmarktet

ymi/history/hbI2

Words
Each

Advantages

Pram
Compaiison
Success

News

Stories

and

Key

trigger

The

and Guides

statuses

keyword

Started

historical

Step-byStep

You

no

will

keyword

Ad Rank
Remcmbec

Guidelines

Ootimizadon

your

bid

that

based

is

be

will

keyword

or the

the

on

inactive

your

ads

of
the

higher

an

your

and

disabled

qunlity
not

will

called

also

Quality

Scoreofyourkeyword

in

youraccount

factors

continue

keyword

lower

Scorethe
to

an

active

he

to

and

based

CrC

the

and

state

with

replaced

active

on

orAd

yourkeyword

CPC

Groupsosaximumcost.per.cliek

meets

the

minimum

bidyourkeyword

will

be

triggering

not

adsorinaetive

triggering

maximum

the

ads

to trigger

by

will

threshold.Jnsteadyourkeyword

What

should

you

do

before

ads.Jn

triggerads

addition.accounts

as

long

as

it

has

no

will

ahigh

longerbe

slowed.Currentlyaeeounts

enough

Score

Quality

determined

are

when

slowed

dont

they

CTRrelcvance

by yourkeywords

meet

of ad

our

text

CrC

maximum

required

show

CTR

rote

eliekthrough

CrC
ads

and
and
its

improving

now

quality
vice

called

the

Quality

Scort
2008

versa

Quality

Score

through

optimizationor

its

2increasing

Tips

Account

If

ads

trigger

keywords

aminimum

otherrelevaney

be

will

for your

rarely

orhave

adwill

Quality

inactive

appear

disabled

performaneeand

and

hold

trialon

and
longerbe

position

The
move

can

nornmlin

requirements

Newkeywords

Editorial

minimum

assigned

doesnt

it

2009

performance

Getting

If

changes

and Updates

Demos

be

now
ads

will

keyword

active

maximum

CPC

to

the

mininsuns

bid recommended

by

the

system

impementatlon

Navigation

Keyword

Tools
If

youre

enough

Managing
Well

with

happy
Quality

email

your

you

implementation

Quality

remains

your

Score

and
will

eunent

account

post

an

remain

the

most

Optimization

Tips

keyword

maximum

and

after

CPC

important

could

be

no

need

to

activated

and

make
accrue

any
ad

changes
clicks

However if you
You can use our

have
Find

hold

on

any
and

Edit

keywords

Keywords

that

tool

you

available

dont
in

want
your

to

trigger

accounts

ads we

Tools

suggest

pageto

you

quickly

delete

them

search

for

from
and

is

youraecount.This

delete

any

keywords

in

because
your

any

keywords

with

high

account

2007

Implementation

announcement
labeled

theres

list

in

asdisabled

fisetorin

your
in

account

after

youraecount

determining

your

we

implement

After

keywords

these

fewweeksweIl

performanee.So

changes
delete

to

You

should

themThis

ensure

your

then
short

ads

are

log

in

to

interval

optimized

your

account

givesyou

for

the

and

monitoryourkcywords

opportunity

performance

we

to

suggest

performance

reviewyourdisabled

you

continue

underthese

keywords

to

improve

and

new

guidelines

yourkeywords

Arty

disabled

keywords

at

the

time of

them

re.aetivate

and

ad

text

forrelevaney

Here

are

some

resources

that

will

2008

help

pace

G-I

PE-0888275