Search Experience to
Ad Usefulness - Ad
Creative and Landing
Page: February
Feedback
February 2023
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Introduction
On the following pages you will find a selection of Search Experience to Ad
Usefulness tasks that you may have come across in the last few weeks. Don’t worry if
you did not encounter them - reviewing this guide will still be beneficial to your learning.
This feedback will help you to understand the scenarios where we assign ratings in a
specific range for Ads (Ad Creative + Landing Page) in relation to queries for this task
type.
If you need more information on this task type, please check your Community Portal.
There are a number of Quizzes and Webinars which have been developed in relation to
Search Experience to Ad Usefulness.
*Please note that all of the following task examples are based in the (English: United
States) locale.
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Reminder of the rating ranges and their descriptions. . .
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Information Seeking Queries
In the next couple of slides, you will see
some live task examples where the
user query is primarily information Some examples of information
seeking. seeking queries…
Depending on the ad (AC & LP pair), ● hard boiled egg how many minutes
different rating ranges (Good, Okay, ● population greece
Poor, Egregious) are given. ● tofel ibt test jakarta
● iPhone 13 pro max reviews
● miso ramen recipes
Some queries have multiple intents. ● how to use vlookup excel
For example, a user can be looking for ● abbreviation vs acronym
information and service at the same time, or ● dentistry courses near me part time
either one of the other
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Information seeking items
Query: [onsego is that a good school for ged]
Link to Landing Page
In this information-seeking query the user wants to know if a GED test
preparation course called Onsego is good. The Ad on the other hand offers a list
of schools where the user can get an online high-school diploma. There is a
clear connection as both query and Ad are related to high-school level education,
but the information need specified in the query would not be satisfied by the Ad
at all, missing its main intent and offering an alternative that most users would
not consider acceptable. The best rating for the Ad is Poor.
Query: [How do I connect my Canon wireless
printer?]
Link to Landing Page
The user is looking for instructions on how to connect a Canon wireless printer to
their device, making it an information seeking query. The Ad Creative seems
promising, offering step by step instructions on connecting wireless printers, but
the Landing Page fails to deliver on that promise, offering printers for sale and
generic PC support services, it doesn't mention connecting wireless printers at
all. In the worksheet this Ad Creative could possibly be marked as misleading
and since most users wouldn't find the content helpful, the best rating for it is
TELUS International confidential Poor. 5
Information seeking items
Query: [how do i get disk drill to find iphone]
Link to Landing Page
This is an example of an information-seeking query where the user most likely
intent is find out how to get a specific software called Disk Drill to find an iphone
(possible data due to the nature of the software). The Ad Creative provided to
the user is of a different data recovery software called iMyFone D-Back. As the
AC does not offer the user exactly what they are looking, but still seems to be
offering the user a good alternative to the user that is more likely than not to be
acceptable to the user, this Ad should be rated as Okay.
Query: [citizen access bank rates]
Link to Landing Page
In this query, the user would like to find information about the rates of a specific
online bank that offers savings facilities. The Ad Creative matches the user's
interest in financial information and mentions best-in-class interest rates as well
as information about the "safest place to park cash". Interacting with the Ad
brings the user to a page offering a comparison between the interest rates of
different online banks for savings accounts. In addition, the bank specified in the
query is mentioned on the Landing Page, which might be helpful for the user.
This result is not especially focused on one bank and only contains limited
information about the user intent but it offers interesting information that may
TELUS International confidential bring the user closer to their goal. This AC/LP deserves to be rated Okay. 6
Information seeking items
Query: [when do classes start for uta mba]
Link to Landing Page
The user intent in this information seeking query is to find out when MBA classes
start in UTA - University of Texas at Arlington. The Ad instead offers MBA
programs in a different university that’s part of the same group. The connection
with the query is clear but the Ad fails to satisfy the user’s specific date
information need. In the worksheet this Ad would be marked as missing an
important requirement and the best rating for it is Poor.
Query: [serbia airlines reviews]
Link to Landing Page
In this information-seeking query, the user is looking for reviews for Serbia
Airlines in specific. The Ad Creative addresses this user intent by providing the
cheapest flights from Boston to Serbia on a website called Flighthub. The
Landing Page promises the same and fails to include any information about the
reviews of the specific Airlines. Even though the suggested Ad is weakly
connected to the user intent, this result is not close enough to get a positive
rating. Hence, we would rate this Ad as Poor.
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Information seeking items
Query: [what is the difference between ctd and ectd]
Link to Landing Page
This is an Information-Seeking query: the user intent is to learn the difference
between Common Technical Document (CTD) and Electronic Common
Technical Document (eCTD), publications that the pharmacy industry has to
submit in order to approve the release of a product from regulators. The Ad
provides services to improve the submission of those papers but fails to show
any information about the difference that the user is looking for. Also, the
Landing Page doesn't bring the user closer to their goal as it is necessary to
register to get the tips promised in the Ad. Since this result is not close enough to
the user intent to get a positive rating we would rate this Ad as Poor.
Query: [how to replace precor bike pedal]
Link to Landing Page
The likely user intent here is to find information on how to replace a bike pedal of
a specific brand, maybe expecting videos or a service manual, etc. The Ad
misses the information-seeking aspect of the query and proposes instead
recumbent bikes for sale. This is not exactly what the user is looking for as they
probably already own a bike and would just like to replace a part of it. The
Landing Page doesn't help either even if it mentions a huge day sale event. The
user needs to restart their search for information. However, as there is still a
TELUS International confidential connection with bikes, we can assign to this result a rating of Poor. 8
Product Seeking Queries
In the next couple of slides, you will see
some live task examples where the
user query is primarily Product Some examples of Product seeking
seeking. queries…
Depending on the ad (AC & LP pair), ● retro egg timer
different rating ranges (Good, Okay, ● grimms rainbow 12 pieces
Poor, Egregious) are given. ● samsung ls03b
● waterproof table cloth
● second hand bugaboo cameleon near
Some queries have multiple intents. me
For example, a user can be looking for ● men wedding shoes black
Product and information at the same time, or ● art prints under $30
either one of the other
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Product seeking items
Query: [shop heaters electric]
Link to Landing Page
Here we have an example of a query that has more than one plausible intent as
the user might want to purchase electric heaters for a workspace or for a room in
a home. The Ad Creative suggested seems to be a very likely interpretation of
the query even though it has a couple of extra element added to it "garage" and
"fans." Interacting with the AC takes the user closer to the search intent as it
presents the user with a number of options of electric heaters. For this reason,
we should rate this Ad as Good.
Query: [warmies]
Link to Landing Page
The query's most likely intent is to purchase or find information about Warmies, a
brand of plush toys that can be heated in the microwave. The Ad is for the official
site of the brand, completely satisfying both Information and product seeking
intents of the query. All responses in the worksheet would be in the blue range
and this page should be rated Good.
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Product seeking items
Query: [joeur parisa light]
Link to Landing Page
The user is searching for a specific makeup product (Lights eyeshadow) from a brand
called Jouer Cosmetics Paris. By looking at the Ad Creative, we can see that it looks
like a reasonable interpretation of the query as it comes close to matching what the
user intends to find even though it is missing one important requirement of the query.
When interacting with the Ad Creative, the user will be redirected to a shop called Flip
where people can find products, brands and reviews. The Landing Page shows the
user a number of options of products from Jouer Cosmetics Paris; however, not the
specific eyeshadow the user is looking for. As result of not having being offered exactly
what the user was looking, but being presented even so with in numerous options of
products from the same brand, we should rate this Okay as the options suggested
might be considered useful to the user.
Query: [black sequin skirt]
Link to Landing Page
The user wants to find a black sequin skirt and is offered an Ad Creative of a clothing
shop called Neiman Marcus where people can find men's and women's apparel. The
Ad Creative is missing more than one important requirement of the query and seems
to be addressing the user's intent indirectly. The user is redirected to a Landing Page
with filtered results for "sequin" where women's clothes and accessories that would fall
under this category can be found, providing a reasonable alternative group of clothing
that has meaningful differences but could be acceptable to the user. As a result, this
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Ad should be classified as Okay.
Product seeking items
Query: [frost king 1.5 pipe insulation]
Link to Landing Page
The likely user intent here is to purchase pipe insulation from Frost King. The Ad
responds to this with a possible but unlikely interpretation of the query by offering
damage restoration services. This does not address the user intent of needing
pipe insulation. The user is likely trying to protect from damage rather than
already having damage that requires repair. Since the Ad misses this necessary
requirement, and offers a radically different alternative to what the user is
seeking, the user cannot realistically be satisfied. For this reason this Ad should
be rated as Poor.
Query: [vw t6 set of seats]
Link to Landing Page
The likely user intent here is to purchase seats for a VW T6. The Ad responds to a
possible but unlikely interpretation of the query by offering the user a bed conversion
for the VW T-series vans, instead of seats. This intent is only distantly related and
offers a radically different alternative to what the user needs. The Landing Page also
take the user to an UK based website that might not be considered useful to the user
due to different locations. Most users are not likely to find this useful and the Ad does
not take them any closer to their goal of purchasing seats, which is a necessary
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requirement of the query. For this reason, this Ad should be rated as Poor. 12
Product seeking items
Query: [Spruces / ORIGINAL PAINTING by Salana Art
Gallery]
Link to Landing Page
This product seeking query aims at finding an original painting by the Salana Art
Gallery called Spruces. The Ad Creative suggested is a distantly related
interpretation of the query by offering the user an AC of an art gallery. However,
because it is missing at least one important requirement of the query, and
interacting with does not add much value to it as the does take the user closer to
the search intent, this Ad should be rated as Poor.
Query: [turbo air 30270L0500]
Link to Landing Page
This query is obviously product seeking as the user is looking for a specific evaporator
coil replacement part for a Turbo Air appliance, which is an international refrigeration
company whose products are popular with food service operations across the globe.
The Ad interprets correctly the user intent for spare parts but Turbochargers for
Caterpillar's tractors, which does not seem very promising. Since the Ad is not a
positive experience for the user and is representing a mismatch of the word "Turbo"
which is not at all related to the user's intent, the best rating we could give for this Ad is
Egregious.
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Service Seeking Queries
In the next couple of slides, you will see
some live task examples where the
user query is primarily Service Some examples of Service seeking
seeking. queries…
Depending on the ad (AC & LP pair), ● play therapy near me
different rating ranges (Good, Okay, ● flute lessons online
Poor, Egregious) are given. ● hilton hotel boston
● air con repair oahu
● tuxedo rental cheap
Some queries have multiple intents. ● proofreading service masters thesis
For example, a user can be looking for ● 24h vet english speaking tokyo
Product and service at the same time, or ● skyscanner
either one of the other
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Service seeking items
Query: [zillo]
Link to Landing Page
The query is very possibly misspelled, the user is likely looking for the
popular real estate site Zillow but missed a letter. The Ad responds to this
likely/plausible mistake and shows an Ad for Zillow’s official site. In cases
where the misspelling is very plausible it is fair to assume that this was the
user's actual intent and Ads that respond to it perfectly should be rated as
Good as they would be helpful to a majority of users.
Query: [walmart]
Link to Landing Page
In this Query the most likely user intent is to navigate to the Walmart
official page, a well-known shopping site. The ad offer is an exact
match, pointing the user to the Walmart official site, satisfying their
intent completely and deserving the rating of Good.
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Service seeking items
Query: [harry & David]
Link to Landing Page
The user is looking for a shop called Harry&David that is specialised in selling
gifts by putting together different sorts of baskets and boxes that might include
gourmet food, chocolate, fruits etc. The Ad Creative suggested to the user is that
of a similar shop that also sells gits, baskets and boxes. As a result of being
related to a reasonably likely interpretation of the query by offering the user a
good substitute that would more likely than not being acceptable to the user, this
Ad should be classified as Okay.
Query: [ticketmaster]
Link to Landing Page
In this query, the user intent is clear that they are looking for a ticket sales and
distribution company called Ticketmaster. The Ad matches this user’s intent
about finding tickets for upcoming events, but it belongs to a different service
provider called TicketNetwork. Reaching the Landing Page confirms that this
result can be considered a well-related substitute as it provides the exact same
service. This is a positive experience that may bring the user closer to their goal;
it deserves to be rated Okay.
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Service seeking items
Query: [email hunter io]
Link to Landing Page
The user may have a few equally plausible intents. They could be looking for
information about "email hunter io" or they could be willing to use this service
that enables to find automatically professional email addresses. The Ad matches
the plausible user intent about finding email addresses but belongs to a different
service provider. Reaching the Landing Page confirms that this result can be
considered as a well-related substitute, proposing a similar service. This is a
positive experience that may bring the user closer to their goal; it deserves to be
rated Okay.
Query: [hearing tests online]
Link to Landing Page
The user intent in this query is to find an online service for a hearing test. The Ad
matches a very likely interpretation of the query as it offers exactly what the user
is looking for: an online hearing assessment. The Landing Page corresponds
exactly to what is promised in the Ad and provides helpful information about this
test (how to prepare for it, what happens during and after the test...); there is the
possibility too to book an appointment for further steps. This result brings the
user closer to their goal; it is an excellent experience that deserves to be rated
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Good. 17
Service seeking items
Query: [contact experion]
Link to Landing Page
The likely user intent here is to find the contact information for Experian. The Ad
responds to this with an Ad for a competing credit score site which is a possible
but unlikely interpretation of the query. The user intent here is not likely to be that
they need a credit score. It is likely that the user already has a credit score and
the intent is more likely to be that they have specific questions and are looking to
speak with someone directly. This is an important requirement of the query that
the Ad does not address and the user cannot realistically be satisfied by this.
Because the Ad is related but tries to meet the user's needs in a different way,
this Ad should be rated as Poor.
Query: [eotnet.net mail]
Link to Landing Page
The user intent here is to go to the login page for the Zimbra web client software. The Ad
responds to a possible but unlikely interpretation by offering the user a service by OneLaunch
that is designed to allow users to access multiple email clients all at the same time on their
desktop. Since this user is looking for a login page, they are not likely to be in the market for
this product, but rather looking to log into a product they currently have. In addition this
product is not listed as one of the emails that can be accessed using the product that is
offered. Since the Ad misses this important requirement, the user is not taking any closer to
their goal and is unlikely to be satisfied with this. As a result of this Ad offering the user an
alternative that has reasonable differences that are unlikely to be acceptable to the user, this
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Ad should be rated as Poor.
Thank You!
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