TELUS RATER QUESTIONS AND ANSWERS SET A+
✔✔Exact Intent - ✔✔An ad might address the user's exact intent
✔✔Nearby Intent - ✔✔An ad that offers the user an approximate solution or something
that usually goes with the queried item.
✔✔Only Topical Connection - ✔✔An ad might offer something that is topically related to
the query, but does not address the nearby intent at all
✔✔Substitutability - ✔✔An ad might offer the user a product or service that is not
exactly what the user queried for. For example, for the user query [lg fridge freezer], an
ad of [samsung fridge freezer] might show up. When the ad presents a product or
service that has some difference to the queried one, you will have to carefully assess
how well the advertised product or service is connected to the user's original query.
✔✔Reasonable Substitute - ✔✔When the user indicates that they want a certain
product / service from a certain brand or provider, and the ad appears to offer the same
or a very similar product / service from a different brand, provider or competitor, you
should generally consider this as a reasonable substitute / alternative to the queried
product / service.
✔✔Radically Different Alternative/Substitute - ✔✔An ad might offer a very different
alternative that would address the user's needs. For example, for a query [disposable
straws], an ad might offer [stainless steel straws] which are reusable. Both of these
items address the user's needs for straws in very different ways.
While some users might possibly become interested in stainless steel alternatives for
their query, most users would not consider stainless steel straws as reasonable
alternatives to [disposable straws], and these two items would not be considered
interchangeable.
✔✔Classifier: Topical Content - ✔✔The main content of the page is primarily focused on
a single topic or a small number of topics.
, Additional secondary, minor, or sidebar topics are okay, as long as the page is mostly
about one or a few topics.
✔✔Classifier: Diverse Content - ✔✔The main content of the page is divided among
several or many different topics.
✔✔Classifier: Fictional Content - ✔✔The main content of the page consists of fictional
(non-real) material.
✔✔Classifier: Low Text-Content - ✔✔The main content of the page contains very little
or no text.
✔✔Keywords - ✔✔The keyword represents or captures products, concepts, or services
the user is currently interested in.
✔✔Advertiser Intent - ✔✔Advertiser intent is what the advertiser hopes to accomplish
by placing their ad alongside a query that matches the keyword they've chosen.
✔✔Identical Search Intent - ✔✔The keyword and query target the same information and
express essentially the same search intent, although they are not exact paraphrases of
each other.
✔✔Implied Terms - ✔✔The keyword contains an additional word or words that are
always or almost always implied by other terms in the query (or the other way around).
IE: query is "places to rent in Muskegon", keyword is "places to rent in Muskegon
MICHIGAN"
✔✔Implied Intent - ✔✔The keyword has the same implied intent as specified by the
query (or the other way around). A keyword or query has an implied intent if a user
searching for a concept does not need to specify that intent to achieve his or her goal.
✔✔Commercial Intent - ✔✔The query expresses the intent to purchase the product or
service referred to by the keyword (or the other way around).
✔✔Product Subtype - ✔✔The query is a specific product subtype of the keyword.
IE: shoes -> women's boots
✔✔Additional Aspect - ✔✔The query has an additional non-implied aspect to its intent,
but still preserves the main intent of the keyword.
IE: boots -> cheap boots
✔✔Specific Product Intent - ✔✔The query adds specific intent directly related to the
product or service referred to by the keyword. Common additional intents include users
looking for reviews, comparisons, coupons, or discounts on a specific product or
service.
✔✔Exact Intent - ✔✔An ad might address the user's exact intent
✔✔Nearby Intent - ✔✔An ad that offers the user an approximate solution or something
that usually goes with the queried item.
✔✔Only Topical Connection - ✔✔An ad might offer something that is topically related to
the query, but does not address the nearby intent at all
✔✔Substitutability - ✔✔An ad might offer the user a product or service that is not
exactly what the user queried for. For example, for the user query [lg fridge freezer], an
ad of [samsung fridge freezer] might show up. When the ad presents a product or
service that has some difference to the queried one, you will have to carefully assess
how well the advertised product or service is connected to the user's original query.
✔✔Reasonable Substitute - ✔✔When the user indicates that they want a certain
product / service from a certain brand or provider, and the ad appears to offer the same
or a very similar product / service from a different brand, provider or competitor, you
should generally consider this as a reasonable substitute / alternative to the queried
product / service.
✔✔Radically Different Alternative/Substitute - ✔✔An ad might offer a very different
alternative that would address the user's needs. For example, for a query [disposable
straws], an ad might offer [stainless steel straws] which are reusable. Both of these
items address the user's needs for straws in very different ways.
While some users might possibly become interested in stainless steel alternatives for
their query, most users would not consider stainless steel straws as reasonable
alternatives to [disposable straws], and these two items would not be considered
interchangeable.
✔✔Classifier: Topical Content - ✔✔The main content of the page is primarily focused on
a single topic or a small number of topics.
, Additional secondary, minor, or sidebar topics are okay, as long as the page is mostly
about one or a few topics.
✔✔Classifier: Diverse Content - ✔✔The main content of the page is divided among
several or many different topics.
✔✔Classifier: Fictional Content - ✔✔The main content of the page consists of fictional
(non-real) material.
✔✔Classifier: Low Text-Content - ✔✔The main content of the page contains very little
or no text.
✔✔Keywords - ✔✔The keyword represents or captures products, concepts, or services
the user is currently interested in.
✔✔Advertiser Intent - ✔✔Advertiser intent is what the advertiser hopes to accomplish
by placing their ad alongside a query that matches the keyword they've chosen.
✔✔Identical Search Intent - ✔✔The keyword and query target the same information and
express essentially the same search intent, although they are not exact paraphrases of
each other.
✔✔Implied Terms - ✔✔The keyword contains an additional word or words that are
always or almost always implied by other terms in the query (or the other way around).
IE: query is "places to rent in Muskegon", keyword is "places to rent in Muskegon
MICHIGAN"
✔✔Implied Intent - ✔✔The keyword has the same implied intent as specified by the
query (or the other way around). A keyword or query has an implied intent if a user
searching for a concept does not need to specify that intent to achieve his or her goal.
✔✔Commercial Intent - ✔✔The query expresses the intent to purchase the product or
service referred to by the keyword (or the other way around).
✔✔Product Subtype - ✔✔The query is a specific product subtype of the keyword.
IE: shoes -> women's boots
✔✔Additional Aspect - ✔✔The query has an additional non-implied aspect to its intent,
but still preserves the main intent of the keyword.
IE: boots -> cheap boots
✔✔Specific Product Intent - ✔✔The query adds specific intent directly related to the
product or service referred to by the keyword. Common additional intents include users
looking for reviews, comparisons, coupons, or discounts on a specific product or
service.
