Telus Rater Exam Study online at https://quizlet.com/_ch8trl 1 / 3 1. AC: Ad Creative; The Ad Creative is an advertisement that can appear 2. LP: Landing Page; Where you're sent when you click the AC. The first page that appears. 3. Query: A word or phrase searched for 4. User Intent: What the user is actually searching for. 5. Content Page: The webpage that the user is currently visiting 6. Business Page: A page the advertiser specifically wants the audience to visit 7. In-Market: When the user is in the market for a product or service 8. Do all queries have the approximate location provided?: No 9. Exact Intent: An ad might address the user's exact intent 10. Nearby Intent: An ad that offers the user an approximate solution or something that usually goes with the queried item. 11. OnlyTopical Connection: An ad might offer something that is topically related to the query, but does not address the nearby intent at all 12. 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. 13. 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. 14. 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. 15. 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. 16. Classifier: Diverse Content: The main content of the page is divided among several or many different topics. Telus Rater Exam Study online at https://quizlet.com/_ch8trl 2 / 3 17. Classifier: Fictional Content: The main content of the page consists of fictional (non-real) material. 18. Classifier: Low Text-Content: The main content of the page contains very little or no text. 19. Keywords: The keyword represents or captures products, concepts, or services the user is currently interested in. 20. 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. 21. 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. 22. 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" 23. 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. 24. Commercial Intent: The query expresses the intent to purchase the product or service referred to by the keyword (or the other way around). 25. Product Subtype: The query is a specific product subtype of the keyword. IE: shoes -> women's boots 26. 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 27. 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. 28. Specific Product Information: The query requests specific information about the properties of the product, service or topic that the keyword refers to. IE: size, color, etc 29. Request Additional Information: The query formulates a specific request or question about the problem, topic, or question that the keyword refers to. If the keyword offers a general problem, topic, or question and the query asks a specific question or makes a specific request about the keyword, you should select this option.