Free Motion for Order to Show Cause - District Court of Arizona - Arizona

Exhibit 11 1
Case 2:O2—cv-01815-JAT Document 102-12 Filed O1/18/2007 Page 1 0f 4

Google Guide: Goog1e's Approach to Ads P¤g¢ I Gf`3
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GoogIe's Approach to Ads { Previous Next ll
Some search engines sell their search results, in addition to Ads¤x.G.o.oob
showing ads. A sold result means that a link to the buyer's
page is put at or near the top ofthe results page, just as if the
search engine thought it was one of the best results. Usually,
there is no indication that the pages result location was bought (mm
and Paid f¤r- a¤tmm..ele.
Deliver 100,000
Google never sells its search results. lfa web page appears in @'§§f§,°;§§i_Qft‘fn*§
Google's search results, its because Google thought it was a in 24. houm ‘
relevant result for your search, not because someone paid ¤»~¤¤~m¤¤<¤¢¤¤¤~¤¤m
Google to put it there.
GoogIe‘s approach to ads is similar to its approach to search
results: the ads must deliver useful links, or the ads are
removed.
• Ads must be relevant to your search.
• Ads must not intrude, distract, or annoy (no pop·up or flashy ads).
• Sponsored links are clearly identitied and kept separate from search
results.
· At most, two sponsored links appear above Google's search results.
You can distinguish ads by their format and the label "Sponsored Link." Ads
contain a title, a short description, and a web address (URL).
http://www.googleguidc.c0m/ads.htn11 .12/6/2006
Case 2:O2—cv-01815-JAT Document 102-12 Filed O1/18/2007 Page 2 of 4

Google Guide: Goog1c's Approach to Ads P¤B¢ 2 of 3
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Advertisers decide which queries the-irads should match, and then Google
decides on placement, i.e., which ads to show and In what order. Google
determines placement by an auction; the auction not only considers what the
advertiser will pay for the ad, but also its click—through rate, i.e., how often users
click on the ad. lf users often click on an ad, Google will likely place the ad higher
up on the results page. lf the cIick·through rate of an ad falls below a certain
level, indicating an ad isn‘t relevant to the query, Google removes the ad.
For the most part, you'll find advertisements pertinent to your query. However;
Gcogles automatic matching to words on a page sometimes plaees an Gd A
inappropriately. For example,. in September of 2003, adjacent to a New York Post
article about a gruesome murder in which the victinrs body parts were stashed in
a suitcase, Google listed an ad for suitcases. Since that incident, Google has
improved its filters and automatically pulls ads from pages with disturbing
content. So Google is unlikely to make another faux pas on a par with this one.
Some web pages display ads provided by Google's AdSense service. The
hosting website and Google share the amountgan advertiser pays when a user
clicks on an ad, which varies between US$0.01 and lJS$5Q.Q0. Web publishers
typically place Google AdSense ads near the top, on the right, or on the left side
of a page to catch your attention. We've included such an ad at the top ofithis
page. »
Elliot} · .. ’miy‘ Xe: uno. black
PPC Bid Management Software RMX Direct. Frequency cap and gomeone w7lPb%go¥ne your Yanoogearch
_Robust, easy to use _geo— target ad networks for more pustomer when you buy Adsense _Soeclalists Max
http ://www.SearchIgnlte.com revenue Keywords. Free Time 8: Money
dlrect.rlghtmedia.com www.S¤lnning`l'omado.com www.JumpFly.<
Ads by Google A
For why Google sells advertising and not search resuits, visit
wwv_;[email protected];nt.
For more information on Google's advertising programs, visit
wwntooogletsomtadsi.
For what to do if you End a pop-up ad on Google, visit
http://www.goog1eguide.com/ads.ht111l 12/6/2006
Case 2:02-cv—01815—JAT Document 102-12 Filed O1/18/2007 Page 3 of 4

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