AWX_Negative_Keyword (English : United States)

Revised: 2019-02-21

Task Description
In this task you will be shown a negative keyword and an advertiser page. You will be asked
to evaluate if this is a good or bad negative keyword for the advertiser. Research the
negative keyword by looking at the search results page. Then click the advertiser page to
determine what the page is advertising. Think about whether Google should block traffic
from this keyword to the advertiser page. If this is a good negative keyword for this
advertiser, we should block traffic from this keyword to this advertiser page. If it is a
bad negative keyword for this advertiser, we should not block traffic from this keyword to the
advertiser page. Rate the keyword on a scale from "Definitely Do Not Block" to "Definitely
Block'.

Is this keyword relevant to the advertiser?

Keyword

A keyword is one or more words representing one or more concepts. These can be single
words like “PS4” or a collection of words like “android phone wallpaper”. For example, an
advertiser selling frisbees might choose the keyword “buy frisbees”. First review the keyword
and try to identify the main concept represented by it. If necessary, research the keyword (by
clicking on it to view the search results for that keyword) to obtain a better understanding of
it. Ignore any punctuation around the keyword eg: +buy frisbees should be considered as the
same as “buy frisbees”

Please take the time to think about what concept, or concepts, the keyword represents. If the
keyword is in a foreign language, is incomprehensible, or contains pornographic material,
please select the Unrateable flag located next to the keyword input section. If necessary,
research the keyword (by clicking on it to view the search results for that term) to obtain a
better understanding of it.

1. Very Irrelevant: If the concepts represented by the keywords and advertiser page have
close to no overlap, then the keyword deserves a “Very Irrelevant rating”. Consider the
following example:

Keyword Advertiser Page Rating

Very Irrelevant
"24 hour Jay's Roofing
plumber" Supplies There is almost no overlap between the concepts
represented by the keyword and the advertiser page.
Very Irrelevant
flowers Cast Iron Pots
The keyword is about flowers and has no relevance to the
advertiser page.
Next consider the scenario when the keyword and advertiser page have some degree of
overlap.

2. Somewhat Irrelevant: The keyword and the advertiser page have some degree of
overlap but after removing the common concepts, the remaining concepts represented by
the two are fundamentally disjoint and represent fundamentally different things. These cases
deserve a “Somewhat Irrelevant” rating.

Advertiser
Keyword Rating
Page
Somewhat Irrelevant
dessert Dessert Serving
recipes Plates Dessert is the common concept here, but the keyword is about
recipes while the advertiser page is about plates.
Somewhat Irrelevant
Household
The keyword is general enough to be about citrus in general
citrus cleaning
including fruits, scents etc while the advertiser page is
products
very specifically about cleaning products which is not related to
citrus in general.

3. Somewhat Relevant: The keyword and the advertiser page share more than one degree
of overlap. The keyword may also be very close to the content of the advertiser page, but
have one or two critical points that keeps it from being fully relevant.

Keyword Advertiser Page Rating

Somewhat Relevant.
motorcycle Honda Vehicle
The keyword's concept is very similar to the advertiser
repair Collision Shop
page, but the few differences make them not completely
relevant to one another.
Somewhat Relevant.
Discount Cat
dog food Both the keyword and the advertiser page are about pet
Litter
supplies, but the exact product on the advertiser page
differs from the actual keyword.

4. Very Relevant: If the concepts represented by the keywords and advertiser have a very
large degree of overlap then the keyword deserves a “Very relevant” rating. The keyword
and advertiser page conceptually refer to the same thing. This may include keywords and
advertiser pages that are for the same product or service from competing brands. Consider
the following examples:

Advertiser
Keyword Rating
Page
bikes Mike's Bikes of Very Relevant
Palo Alto
 Here too, the concepts represented by the keyword and
the advertiser page have almost perfect overlap.
Very Relevant
Jan's Bikes of Mike's Bikes of
The keyword and the advertiser page are looking for
Palo Alto Palo Alto
almost the same thing, although the two are competing
products or services.

Is this a negative keyword for the advertiser?

If the keyword is negative for the advertiser it means that when queried, the keyword should
NOT direct traffic to the advertiser's page. Traffic could be blocked for many reasons, such
as the keyword being for a competitor or the keyword could be for a service that the
advertiser does not offer.

Keyword Advertiser Page Explanation

Definitely Do Mike's Bikes of Blocking this keyword would definitely
bikes
Not Block Palo Alto block good traffic to this advertiser page.
Probably Do Blocking this keyword would probably
soda fountain Coca Cola
Not Block block good traffic to this advertiser page.
dog walking Los Angeles Blocking this keyword would probably
Probably Block
services Animal Control block bad traffic to this advertiser page.
Definitely Toyota Car Blocking this keyword would definitely
Honda Car Repair
Block Repair block bad traffic to this advertiser page.

If you have questions about this project that are not answered by the instructions above,
please review the Rater Hub, which contains additional content about rating. If you
encounter a technical problem with this rating task, use the “Report A Problem" link in the
lower-right hand corner of the rating page.

CONTINUE