In this task you will see an advertiser keyword and a user query.

Start by researching
the keyword and the query and make sure you understand their meanings. You will be
asked a series of questions about the content in the keyword and query and the
relationship between them.

Step 1: Research the keyword and query

Before you begin the task it will be helpful to begin by researching the keyword and
query. Clicking on the keyword or query will bring you to the search results page for
each and will help you form an idea about what the user was trying to accomplish and
what products or services the advertiser may be offering.

Step 2 (Primary Question): Does the query have the same or

a more specific meaning than the keyword?
Your task is to identify whether an advertiser would be interested in showing the
advertisement represented by the keyword in response to the user query. This is true if
the query has a similar meaning or more specific meaning than the keyword. In
this case it is likely that the advertisement includes the user’s needs. Note that the
meaning of the keyword can be ambiguous, especially when the keyword is short. E.g.
“apple” can mean the brand or the fruit. And “pumps” can be used to refer to
mechanical devices used to move fluids as well as to a type of shoe. Unless the
context disambiguates the keyword meaning, consider all possible meanings as
eligible for matches.

Same meaning does not necessarily mean same words, but also includes:

● using synonyms and paraphrases ("mortgage" -- "home loan")

● using words that have the same search intent (“images royalty free” -- “free
copyright images”)
● reordering words ("insurance car" -- "car insurance")
● adding (or removing) function words ("airports in New York" -- "airports New
York")
● adding (or removing) implied words ("all inclusive vacations aruba price" --
"all inclusive aruba price")
● using misspellings ("insurance" -- "insurance"), singular and plural forms
("flower" -- "flowers"), abbreviations ("Grand Theft Auto" -- "GTA"), different
word forms ("floor" -- "flooring")
The query can have a more specific meaning than the keyword through additional
words or by using more specialized words. Below we review three common types of
query-more-specific-than-keyword.

A) Additional words make query more specific: Some part of the query expresses
the same meaning as the keyword and the additional words in the query make
the query as a whole more specific than the keyword:

Rati
Keyword Query Explanation
ng
Both query and keyword are about tablecloths and
Table cloths White tablecloth Yes the query is more specifically
about white tablecloths.
Both query and keyword are about windshield
2016 ford
wipers for a Ford and the query is more specific
wipers ford escape windshield Yes
w.r.t. the Ford model.
wipers
Note that “windshield” is implied in the keyword.
Both query and keyword are about flying to New
York City and the query adds words referring to
one particular such flight route making it more
air tickets to flights from specific.
Yes
nyc miami to nyc Note that while the user searches for flights, we
can assume a purchase intent for air tickets:
Searching for flights often precedes buying a
flight ticket.
Both query and keyword are about rv supply parts
(“replacement parts” having the same meaning as
“supply parts”). And the query is more specific
fleetwood rv w.r.t. the rv model.
rv supply
replacement parts Yes
parts
catalog Note that while the user searches for a parts
catalogue, we can assume a purchase intent for
supply/replacement parts.
By adding the lastname “Reger” the query is more
wesley wesley reger Yes specific than the keyword, looking word a specific
“Wesley”
cost of replacing Both query and keyword are about carpet
carpet
carpet with Yes replacement. The query is an informational query
replacement
hardwood asking about a specific aspect (cost).
Both query and keyword contain “iphone”.
However the user query is for an
iphone iphone case No iphone accessory. An iphone case is not a specific
iphone and we cannot assume a purchase
intent for an iphone.
home loan can home schooled No Both query and keyword contain the words
 students get a “home” and “loan”, but the meaning of the query
college loan and the keyword are completely different.
Both query and keyword are about womens shoes
and the additional term “adidas” makes the query
asking about specific womens shoes.
womens adidas shoes for
No
shoes size 2 women However, the keyword contains information
which is not reflected anywhere in the
query (“size 2”).

B) Specialized words: The query is more specific than the keyword because of
specialized words. Even with additional words in the query, the meaning of the
query as a whole is more specific than the keyword.

Here are some examples for specialized, i.e. more specific words:

● “chair” is more specific than “furniture”

● “astilbe” is a specific “perennial flower”
● “leucemia” is a specific type of “cancer”

Examples:

Rati
Keyword Query Explanation
ng
Jumpsuits are a special kind of apparel.
The word “wholesale” is present in both
wholesale appar
jumpsuits wholesale Yes query and keyword and preserves the
el
query being more specific than the
keyword.
Sneakers are a special type of shoe. The
word “kids” is present in both query and
kids shoes kids sneakers Yes
keyword and preserves the query being
more specific than the keyword.
LG OLED55C7 televisi “OLED55C7” is a special model of an
LG TV Yes
on “LG TV”.
The whole query is more specific than
burglary
window security Yes the keyword: “Window security” is one
protection
specific method of “burglary protection”.
While query term “bedroom” is a more
specific word than “room”, the keyword
room decor
bedroom decor ideas No contains information which is not
ideas diy
reflected anywhere in the
query (“DIY”).
C) Combination of specialized words and additional words making the query
more specific: This is a combination of pattern A and B.

Examples:

Rati
Keyword Query Explanation
ng
Both query and keyword are about steroids for
eyes (“ocular” and “eye” have same meaning in
the context).

ocular steroi prednisolone eye dro “Prednisolone” is a specific “steriod”.

Yes
ds ps
The addition of the word “drops” means the
query is asking for a specific form of the
medication.
The whole query is more specific than the
keyword through two specializations:

“Range Rover” is a specific “Land Rover”

land rover cheap range rover Yes model.

The word “cheap” further specialises the user

query.

Step 3: Secondary Questions

Next you will see some additional questions for a set of critical relationships between
the keyword and the query.

1. Product or Service keyword: Is the keyword about a physical or

digital product (e.g. a car or video game) or a service (e.g. a massage)?
1. Product Keyword: the keyword mentions a physical or digital product
2. Service Keyword: the keyword mentions a service
3. Neither
2. Accessory and parts shifts (if product): Is the query about an accessory or
part of the product in the keyword and unlikely to lead to a purchase of the
product in the keyword?
1. Yes: The relation of the keyword and query is a shift from a product to
its accessories or parts.
2. No: There is no shift from a product to its accessories or parts.
 3. Shift from finding a service provider to becoming a service provider (if
service): Is the keyword about providing a service (“hairdresser in New York”,
“occupational therapy”) while the query is about training to become a service
provider or earning a degree (“becoming a hairdresser in NYC”, “occupational
therapy associate's degree”)?
1. Yes, there is a shift from providing a service to training or degree for this
service
2. No, there is no shift.
4. Keyword-more-specific: Overall is the keyword more specific than the query,
because it contains additional information like location (e.g. “... in New York”),
size (e.g. “10 inch x 15 inch …”), attributes (“small ..”) that are not present or
implied in the query?
1. Yes, the keyword is more specific
2. No, there is not additional information in the keyword that makes it more
specific than the query

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