that it seems to be when the ad is either broader or narrower than what was requested.

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As the guidelines state, Rating #1 is for when the User can reasonably expect to find what you're looking for from an ad. The most notable problem point is

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In order to receive the #1 rating, the Ad does not have to be “exactly” what the user asked, but can be both broader or narrower. The guidelines go over how
a shoe store is acceptable when the user is looking for "nike shoes" (broader Ad), but also a specific type of Nike shoes is acceptable when the user is looking

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for "nike shoes" (narrower Ad). The only reason to downgrade to a lower rating is if:

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1) The ad is *not* what the user wants, nor would contain it, but rather is an alternative/competitive/similar product/service/etc. For "nike shoes" this would
be a competing brand entirely separate from Nike. In this case, "[2] Ad is competitive/alternative/similar product" should be used.

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2) The ad is for an additional purchase; this would be a completely different product/service than what is requested but would be something that users would

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buy alongside what they're looking for. For "nike running shoes" this might be an ad for "running clothes" for example. In this case, "[3] Ad is additional
purchase" should be used.

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3) The search is for information and the Ad is a related topic/product. This would be if the query was "nike air jordan shoe measurements" and the Ad was
offering the shoes for sale. In this case rating "[4] Search is for information. Ad is related topic/product" should be used.

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4) If none of the above apply, including the Ad being what the user wanted, whether exact, broader, or narrower, then "[5] None of the Above" can be used.

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Below are several examples that where the user used other ratings than [1] where the Ad was what the user wanted, but either broader or narrower than
exactly what was searched.
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Query AdTitle AdDescription AdURL Rating Comment Type

The 10 Best

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Things to Do - The user is looking for a Vegas attraction and the Ad

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Vegas To Do - is offering the 10 best attractions. Broader, but the Ad offers what
las vegas area The 10 Best site has the type of thing the user is looking for user wants -

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15 Attractions www.tripadvisor.com 1 (two-person tent example in the guidelines) Broader

Nfl Live

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Streaming - Nfl The user is looking for the Chicago Bears, the ad is
Streaming offering NFL streaming which would include Chicago Ad offers what

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Online - Bears games. The ad is broader but offers what the user wants -
chicago bears Stream Nfl Live getsmartinsights.com/Nfl+Live 1 user is looking for. Broader

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Mattresses -

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Best 4 Deals Find Daily Offers on The query is looking for a mattress, and the Ad is Ad offers what

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sealy For Today - Mattresses. Compare offering mattresses, though broadened to all user wants -
posturepedic Save Now Prices And Buy Online srchcoupons.com/Online/Deals 1 brands. Broader

• Americas
Best Value
Inn & Suites
$80 1.47 Cheap Hotels

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miles o 5419 with Kitchen - Best Price Guarantee on The query is looking for a specific hotel and the ad is
Durand Ave Book Best All Hotels. Over broadened to all hotels with kitchens (which this Ad offers what

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Racine; WI Hotels Up to 1,000,000 Hotels with www.priceline.com/Best- hotel offers). The ad is what the user wants, just user wants -
53406 60% Off Great Prices! Hotels/Kitchen 1 broader. Broader

Information You Need

to Know About The City
You are Traveling. Know

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More!. World's
Smartest Vacation
Things To Do In Planner. Search
Pittsburgh - Trending Attractions On Ad offers what
museums in Things To Do Triphobo & find out Ad if offering what the user wants, museums are user wants -
pittsburgh with Activities more www.triphobo.com 1 things to do. Broader
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Stream UFC 283 on
ESPN+. Get the best
sports, movies, and

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shows with The Disney

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Order UFC 283 Bundle.. Watch UFC 283

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ultimate Now - UFC 283 on ESPN+, your The ad is for one specific UFC event, and the user is Ad offers what
fighting & The Disney exclusive home for UFC looking for UFC. User could reach the search term user wants -
championship Bundle PPV, live from Brazil. plus.espn.com/UFC/PPV 1 by clicking the ad Narrower

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Branson Hotels. Free
Cancellation Options on

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Select Hotels, Book
Now on Expedia.com!.
Get the Most Out of

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Branson Hotels Your Trip with Package

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- Browse Deals. Explore Fun Ad is offering a single instance of what the user Ad offers what
branson Vacation Things to Do on Your searched for. Identical to the London example in the user wants -

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missouri Packages Stay. www.expedia.com/Branson_MO/Hotels 1 guidelines. Narrower

Watch favorites from

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Prime Video, Netflix,
Peacock, and more.

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Subscription fees may
apply.. Access over
20,000 free movies and

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Fire TV Stick - TV shows from apps like Ad offers what
prime video Watch Live & IMDb TV, Pluto TV and This is what the user wants, it's offering one of many user wants -
devices Free TV more. www.amazon.com/Fire TV/Shop 1 prime video devices. Narrower

Places to Stay

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Tauranga - Book your Hotel in
Half-Price Tauranga online. No Ad is offering a single instance (hotels) of what the Ad offers what
TAURANGA - Hotels. Book reservation costs. Great user searched for (the city). Identical to the London user wants -
NZ now. rates. www.booking.com/Tauranga/Hotels 1 example in the guidelines. Narrower
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Reviewing the guidelines regularly especially while rating by using the “Guidelines” tab in the HitApp. This will allow you to cross-reference with concepts and
some basic examples that cover a broad range of what will be seen while rating.

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