These guidelines contain confidential and proprietary information belonging to Microsoft Corporation.

The recipient
understands and agrees that these materials and the information contained herein may not be used or disclosed without
the prior written consent of Microsoft Corporation.

Overview
You will be reviewing user search terms and ads our system has matched. We want you to help us to
categorize these matches. Please select the category that best describes the relationship between the search
term and ad.

To increase advertiser sales, we need to show BOTH ads for the searched product or topic AND for other
products or topics the user might be interested in such as alternative products, related topics and ads that
encourage the user to make additional purchases.

We can show alternative models, brands, sellers, designs, styles, colors etc. We can provide related products
or topics to searches for information. We can show additional purchases such as accessories, products used for
the same activity or products commonly used with the search term.

For example: if a user searches for an iPhone we ALSO want to show ads for a Samsung phone, wireless phone
plans, iPhone cases, AirPods to use with it, article comparing latest phones etc.

➢ It is not expected all pairs will fit in the 4 categories. When the pair does not fit in any of the category
options choose None of the Above.
➢ You will see words, brand names, model numbers, locations etc. you may not know. Please use the
provided research tabs as needed to understand the search terms & Ad before making your selection.

Category Options:

1. User could reach the search term by clicking the ad.

➢ User can reasonably expect to get what they want through this ad.
o May not mention the exact search but is for the larger product category it is part of.
o May not mention the exact search but is one model, example, topic etc. of the search term.
o May not mention the exact search but is an ad from a store that sells that type of product.

Query AD Comment
Buy Game Consoles Deals | Buy Game Consoles at While the Ad doesn’t mention this specific
Target™ console the user could reasonably reach what
Xbox series X Buy Game Consoles to Choose From. Fast Shipping they want through this ad for gaming consoles.
and Orders $35+
https://www.target.com
Anthropologie® Official Site | Explore New Seasonal While the Ad doesn’t mention this specific
Styles product they are a woman’s clothing company
Women’s casual
Refresh Your Closet With Our Collection. Discover and could sell this type of product.
dresses
New Looks This Season.
https://www.anthropologie.com
Hotels in Orlando Great Hotels in Florida, USA | Enjoy Not-Your-House While the ads don’t mention the specific
Places location – since Orlando is a city if Florida we
Book Your Hotel in Florida, USA. Browse Reviews & can reasonably assume the user can find what
Photos. Check Out Our Price Guarantee. they want from both of these ads which cover a
https://www.hotels.com/florida/hotels broader range of locations.
Hotels.com | Hotels.com Official Site | Find the
Perfect Hotel for You
Price Guarantee. Book Now, Check Reviews. By Your
Side from Book to Stay. 24h Customer Support when
You Need it
https://www.hotels.com/hotels/book-now
Birthday cake recipe See Dessert Recipes Ad does not explicitly mention the search term
These treats are so worth it, even if you think you but would reasonably include cake recipes. It
can't eat another bite. offers what the user searched for, not an
https://www.housebeautiful.com/Desserts alternative.
Apple 45 Easy Apple Recipes to Make This Fall User could be looking for information related to
Browse our selection of great recipes! Apples.
https://www.realsimple.com/apple-recipes
Chicago, il  100 Hotels in Chicago   A user searching for a location name has a
Book your hotel in Chicago online. Save up to 50% possible intent of finding tourism related
on your reservation.   information for planning a trip.
www.booking.com/Chicago  
What do the different What do Marines Do? – Find Answers Here  This ad is for the type of information the user
branches of the Military Find What Marines Do Here.  wants and would partially answer the user’s
do?  ask.com    question.
surface vs iPad Surface Pro X - Ultra-Light & Versatile  The ad offers one of the products the user
Get the Incredibly Powerful 2-in-1 Laptop Surface wants to look at.
Pro X That Adapts To You. 
www.microsoft.com/surface 
Amazon Amazon.com: Amazon Prime One service from Amazon
See what being an Amazon Prime member is all
about.
https://www.amazon.com/amazonprime
Amazon River Cruises & River Boat Tours 2022 Though a less popular intent the user could be
Amazon River cruises take adventurous explorers on looking for information on the Amazon
one of the world’s most rewarding wildlife
https://www.rainforestcruises.com/amazon-river-
cruises

Exception: Ads from Amazon.com, WalMart.com, Target.com and Ebay.com

There is one type of ad that we want to exclude from this section. These are cases where the user is looking for
a specific product and the ad is a general ad for Amazon, Walmart, Target or eBay.

• A general ad is one that doesn’t reference any product or product category – it is just general to the
official site/homepage.
• This is because they sell absolutely every type of product and a judge seeing a general ad would have
no idea if they are going to reach something relevant to them.
• These cases should be labeled as NONE OF THE ABOVE.

Query AD Comment
Amazon.com® Official Site - Fast Free Delivery with None of the Above. This is a general ad for
Prime Amazon that doesn’t reference anything related
Earth's biggest selection at low prices. to gaming consoles. The user would have no
https://www.amazon.com idea what this ad might lead to.
GameStop® - Official Site Choose option 1/user can get by clicking. This
Exclusive Daily Sales, while Supplies Last. Fast & Free web site is not on the exception list. It is a store
Shipping on Qualified Orders, Shop Online Today. that sells gaming equipment so the user would
Xbox console
https://www.gamestop.com be confident they can reach consoles by clicking
this ad.
Shop Electronics at Amazon - Low Prices & Huge Choose option 1/user can get by clicking. The
Selection ad is not a general ad for Amazon, but one
Find deals on electronics, accessories & more from specific to the electronics department. The user
top brands at Amazon. would be confident they could find this product
https://www.amazon.com/electronics in the electronics department.
Walmart locations Walmart.com | Save Money. Live Better Choose option 1/user can get by clicking. While
Shop Walmart.com for Every Day Low Prices. Free this is a general ad for Walmart – the user is
Shipping on Orders $35+ or Pickup In-Store. specifically looking for information on Walmart.
 https://www.walmart.com They want store locations which the user could
find on the official site.

2. Ad is competitive/alternative/similar product.
➢ A competitive/alternative option may be a similar product from the same or a competitor brand. It
may also be the correct product from an alternative merchant/site to the one specified in the user’s
query.
➢ It can also include ads for a different product type that can be used as a reasonable replacement.
o ex. a microwave rice cooker could be used to replace an electric rice cooker.

Query Ad Comment
charter one bank Home Mortgage Refinance The Ad offers banking products from a
Take Advantage Of Low Rates Now! competitor.
Bankofamerica.com
Hulu HBO Max | Start Streaming Today The ad offers TV streaming from an
Sign up for HBO Max and stream thousands of alternative site to the one specified in the
hours of entertainment anytime, anywhere. query.
https://www.hbomax.com
adidas barricade Men's Adidas Shoes The user has specified Adidas shoes from
overstock Up to 40% Off Men's Adidas Tennis Shoes. Free Overstock.com. The Ad offers the correct
www.Midwest Sports.com product from a different merchant (Midwest
Sports).
Puma football cleats Nike football cleats Ad offers correct product from an
Find your perfect pair of Nike Football Cleats. Fast alternative brand.
delivery and Free shipping!
www.nike.com/footballcleats
Xbox series X X Box One S Best Deals | Get More w/ RedCard at Similar alternative model of gaming console
Target™ from same brand.
https://www.target.com
PlayStation 5 - up to 75% off Alternative gaming console from competitor
Best Deals On PlayStation 5. In Stock. Top Brands. brand.
Huge Discounts. Big Savings. Huge Selection.
https://cyber-monday.us/playstation 5
Birthday cake recipe Surprise Cake Explosion Box | Send a Personal User could have a cake delivered as an
Birthday Gift alternative to making one.
Come See our Unique Cake Gifts! Nationwide
Shipping and Guaranteed On Time Delivery.
https://www.sendacake.com/cakes/birthday
Apple Surface Pro 7 and 7+ | Next-Gen Power and Product similar to those sold by Apple from
Performance an alternative, competitor brand.
Introducing a More Powerful Pro. Unlock
enterprise-Grade Security with Microsoft Surface.
https://www.cdw.com/surface
Sony dsc-h300 Sony - Dsc-hx300 Ad offers a similar, alternative product from
Save on Sony - Dsc-hx300. Free Shipping Available the same brand. Note that research shows
with Amazon. “dsc-h300” and “dsc-hx300” are different
www.Amazon.com/Cameras camera models.
714 Levis on sale Levi's at Kohl's® The query is for a specific model/style of
Shop Levi's 715 Jeans for Women. Kohl's®: Orders Levi’s jeans. Research shows the Ad offers
Over $75 Ship Free! an alternative style of women’s jeans from
Kohls.com/Levis the same brand.
apartments for rent Apartments for Sale|500,00 Listing Available Ad offers apartments to purchase, which is
in Dallas Search 1000s of Apartments for Sale in Your Area an alternative option to renting an
& Nationwide. apartment.
Loopnet.com
Bolton eBikes Prodeco Electric Bikes
Find your new ride today. Free delivery and
returns.
www.pedegoelectricbikes.com
Make Banana Bread Simple Mills – Banana Bread Mix
Simple, delicious, nutritious, and versatile.
Browse our bread mixes today.
www.simplemills.com/bananabreadmix
The ad is for a competitor electric bike
retailer.
The user most likely wants a recipe
for banana bread, however, they may be
interested in purchasing a ready-mix as an
Alternative Option.

3. Ad is additional purchase
In advertising, we want to increase purchases so we want to display ads not only for the exact search term, but
also suggest other products the user might be interested in. Here are some examples of search terms and
related products:

User Search Related Products User Search Related Products User Search Related Products
running shoes running clothes Wedding dress Wedding veil Hotels in in Airline tickets
fitness tracker Wedding invitations Las Vegas Restaurant
reservations
gym membership Wedding venue booking Car rentals
Wedding planners Tickets to Las
Vegas shows
Bridesmaids’ dresses Las Vegas Casinos

➢ These ads are not for the product the user searched for but are products we could also suggest to them as
they would be of interest, helpful or encourage additional purchases.
o These are products that users often use or purchase to use with the search term.

Query Ad Comment
2020 Ford Progressive Car Insurance - Official Progressive Website Users looking for a new car may be
Explorer Drivers Switch & Save an Avg. of Over $700/Year with interested in also purchasing car
Progressive. Get a Free Quote! insurance.
https://www.progressive.com
Hotels THE 10 BEST Restaurants in Vancouver Users looking for hotels in Vancouver
Vancouver, https://www.tripadvisor.com/Restaurants may also be interested in finding out
Canada about restaurants they could visit
during their stay.
Men’s suits Men's Ties | Tie Bar - Official Site | Shop Style From Neck Users shopping for a suit may be
To Toe interested on purchasing clothing
Refresh Your Wardrobe Without Breaking The Bank with commonly worn with a suit as well –
Men's Shirts, Ties, and Accessories. such as ties, dress shirts, cufflinks etc.
https://www.thetiebar.com
ecu vs unc score East Carolina Apparel | shop.ecupirates.com A user looking for scores for this team
Shop For Your East Carolina Gear. Represent East may be interested in purchasing fan
Carolina in Style With Exclusive Apparel! merchandise. ECU = East Carolina
https://ecupirates.com/official_gear University.
arcadia ca Arcadia Hotels | Quick Booking Confirmation | Trips A user looking for information about
airport Made Easier the Arcadia, CA airport may also be
Free Cancellation Options on Select Hotels, Book Now on interested in lodging near the airport.
Expedia.com!
https://www.expedia.com/arcadia_ca/hotels
statue of liberty The Ritz-Carlton Hotels A user researching a popular point of
Experience Club Level Comfort At The Ritz-Carlton Hotels interest may be planning a trip there –
of NY. so could also be interested in things like
RitzCarlton.com/NewYork

Discover Card Discover Card Referral Program
Login A statement credit for every friend who becomes a card
member. Refer Now!
Discover.com/refer
Xbox series X GameStop® - Official Site | Xbox Series X Controllers
Get Your Xbox Series X Controllers at GameStop®, While
Supplies Last.
https://www.gamestop.com/xbox_series_x/controllers
Video Games at Walmart® | Save On Quality Video
Games
Free 2-day Shipping On Millions of Items. No
Membership Fee. Shop Now!
https://www.walmart.com/video_games
Buy Xbox Live Pass Online Now | CDKeys.com®, Gaming
Best Deals
All the latest CD Keys, Xbox Live and PSN wallet Top Ups
at low Pric
https://www.cdkeys.com/xbox_live_pass/buy_online
Birthday cake Find Low Prices Everyday | Michaels® Party Supplies
recipe Find Low Prices Everyday On Party Decorations At
Michaels® Craft Stores.
https://www.michaels.com/party/supplies
Premium Cake Decorating Tools | Williams Sonoma®
Shop Now
Shop Premium Cake Decorating Tools & More.
https://www.williams-sonoma.com/bakeware
hotels, flights, car rentals etc. For the
area.
The user is looking to login to their
Discover Card. The ad is for a referral
program. While this is not what the user
is primarily looking for, it is related to
the query and may be of interest to
users with an existing Discover Card
account.
Users purchasing a console may
purchase controllers as well.
Users purchasing a console may
purchase games as well.
User interested in an Xbox may be
interested in the features of this
subscription.
User baking a cake may also need to
plan a party.
User baking a cake may need to
purchase equipment to bake it.

4. Search is for information. Ad is related topic or product.

You may come across queries where the user is primarily looking for information rather than to make a
purchase. In these cases:
• Ads that sell a solution or related product.
• The query is “how-to”/instructional and the ad sells products that would help complete the
user’s task.
• Ads that are not for the queried information but offer a related topic or product that might
interest the user.

➢ These ads are not for the topic the user searched for but are product or topics we could also suggest to
them as they would be of interest, helpful or encourage additional purchases.
o The ad may be an additional helpful topic, answer their question, solve their problem or be a
product related to the search topic.
o It may be a product that a user interested in the search topic would find interesting or helpful.

Query Ad Comment
Army National Guard – Learn and Gain A user researching the military branches may be
What do the
Experience. interested in joining. This is not the information
different
Check Out the Army National Guard and Learn they are looking for but is a related topic that may
branches of the
How You Can Become a Soldier. be of interest.
Military do?
www.nationalguard.com/Careers
ecu vs unc score East Carolina Apparel | shop.ecupirates.com A user looking for scores for this team may be
Shop For Your East Carolina Gear. Represent interested in purchasing fan merchandise. ECU =
East Carolina in Style With Exclusive Apparel! East Carolina University.
https://ecupirates.com/official_gear
arcadia ca airport Arcadia Hotels | Quick Booking Confirmation | A user looking for information about the Arcadia,
Trips Made Easier CA airport may also be interested in lodging near
Free Cancellation Options on Select Hotels, the airport.
Book Now on Expedia.com!
https://www.expedia.com/arcadia_ca/hotels
statue of liberty The Ritz-Carlton Hotels A user researching a popular point of interest may
Experience Club Level Comfort At The Ritz- be planning a trip there – so could also be
Carlton Hotels of NY. interested in things like hotels, flights, car rentals
RitzCarlton.com/NewYork etc. For the area.
Discover Card Discover Card Referral Program The user is looking to login to their Discover Card.
Login A statement credit for every friend who The ad is for a referral program. While this is not
becomes a card member. Refer Now! what the user is primarily looking for, it is related
Discover.com/refer to the query and may be of interest to users with
an existing Discover Card account.
Birthday cake Find Low Prices Everyday | Michaels® Party User baking a cake may also need to plan a party.
recipe Supplies
Find Low Prices Everyday On Party Decorations
At Michaels® Craft Stores.
https://www.michaels.com/party/supplies
Premium Cake Decorating Tools | Williams User baking a cake may need to purchase
Sonoma® equipment to bake it.
Shop Now
Shop Premium Cake Decorating Tools & More.
https://www.williams-
sonoma.com/bakeware
What are bilateral Proven Effective Pain Relief A user seeking information about headaches may
headaches? Fast-acting, long-lasting headache relief. Just 2 be interested in purchasing pain relief – a related
pills last 12 hours. product.
walmart.com/health/aleve  
How to make Make Soap | Soap Supplies The Ad offers products used in the process the
soap Buy Soap Making Supplies. Soapgoods is your user is researching.
source for quality soap-making supplies.
www.soapgoods.com
Home Decorating Unique Wall Art for Your Home A user looking for information on ideas for home
Ideas Express yourself with our inspiring range of decorating – such as images, articles, etc. may also
wall art. be interested in purchasing home decorative
Wallarteshop.com items.
Orlando, FL Low Fares & Nonstop Flights | Flights to User may be planning a trip to Orlando.
Orlando
https://www.southwest.com/southwest/offi
cial
Disney World Tickets | Fun For Everyone | User may be planning a trip to Orlando and this is a
Walt Disney World Tickets famous tourist attraction in the city they may visit.
Enjoy Family-Friendly Thrills and Classic Disney
Attractions.
https://disneyworld.disney.go.com

5. None of the Above

• Search term/Ad pair does not match any of the above categories.