SAME MEANING KEYWORD-QUERY

EVALUATION – QUICK GUIDE

The Ads Quality Team
SAME MEANING KEYWORD-QUERY – WHAT IS THIS?

• You are asked about the relationship between a keyword and a query, by evaluating user intent
for the query, and the meaning of the keyword.
• Let’s start with:
• What are keyword and query, and how can I quickly get a feeling for how they are related?

Keyword Query Same Meaning

A keyword can also be a word, a phrase A query is what users type into the Keyword and query can express the same
or (rather unusual though) a sentence. search bar. It can be a word, phrase or a intent, by synonyms, phrases with the same
These words or phrases are chosen by full sentence / question. You can watch meaning or by even literally being the same.
Or either keyword or query has a
the advertiser. The goal for the here our video on Query and User modificatory, so a word or phrase changing
advertiser is that the keywords match a intent, and this on the role of a user. the intent, which makes them not having the
query, and the with the keyword Please make sure to research the query same meaning.
associated advert is then shown. To before rating. Sometimes there might It is important to check the instructions
understand more about the advertiser, be local differences, or a query seems carefully on this task. They seem at first
you can watch this video. Make sure to first gibberish, but research shows it’s similar to e.g. Close Match, but there are
research the keyword before rating. e.g. a specific term or part number. strong differences!

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THE RATINGS – SAME MEANING/INTENT
The keyword and query have the same meaning/intent. They refer to the same product, service or concept possibly
using synonyms, paraphrases, or implied terms.
Color coding for examples:
• Green = correct examples.
• Red = incorrect example and requires a different rating.

Same Intent – Implied Terms Examples – Implied Terms

Micra – Nissan Micra Nissan is an implied term not changing
the intent.
The keyword and query have the same meaning/intent.
They refer to the same product, service or concept Houses to buy in Los Angeles – Including the state doesn‘t change
Houses to buy in Los Angeles, CA intent
possibly using synonyms, paraphrases, or implied terms;
All inclusive Costa Rica – “all inclusive” is commonly implying
as long as the keyword and query refer to the same All inclusive holidays Costa Rica holidays
product, service, or concept they should be rated as Google Pixel – Pixel Phone Both sides have implied terms, both
having the same meaning. sides also have the same intent
Micra – Micra 2017 2017 indicates a subgroup of Micras=
Keep in mind that those terms should NOT change the NOT Same Meaning.
meaning. Google Pixel – Buy Google Pixel Buy Google Pixel has explicit
commercial intent not implied in
Google Pixel

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THE RATINGS – SAME MEANING/INTENT

The keyword and query have the same meaning/intent. They refer to the same product, service or concept possibly
using synonyms, paraphrases, or implied terms; as long as the keyword and query refer to the same product, service, or
concept they should be rated as having the same meaning.

Same Intent – Synonyms or Paraphrases Examples – Implied Terms

Swimming suits – bathing suits Both use synonymous words to refer
to the same product.
The keyword and query express the same meaning using
Lace weight yarn – 2ply yarn Research shows that 2ply is the
different words, for example, synonyms or paraphrases. UK/NZ/AU name for lace weight yarn
Food not causing heart burn – Both sides ask for the same
Synonyms are words with the same meaning. Paraphrases What food to eat when heart burn information, though the phrasing is
are in most cases phrases describing a term with other different
words, e.g. car – personal 4wheeled vehicle for driving Table for kitchen – kitchen table The added ”for“ and different word
order does not change the meaning
from a to b.
Wine glass – water glass While either could be used as the
other, the intent is for two different
Keep in mind: in this task type, if there is ambiguity, we products.
don’t assign Same Meaning! Jaguar – fast cars Jaguar is ambiguous, it could be cars
or big cats. With the ambiguity given
we don‘t assign Same Meaning.

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THE RATINGS – SAME MEANING/INTENT

The keyword and query have the same meaning/intent. They refer to the same product, service or concept possibly
using synonyms, paraphrases, or implied terms; as long as the keyword and query refer to the same product, service, or
concept they should be rated as having the same meaning.

Same Intent – Same Search Intent Examples – Implied Terms

Apartments available near me – Most common interpretation in context
apartments for rent near me for “available” is here “for rent”
The keyword and query have the same search intent and a
business id badge - corporate id card Card and badge are not synonyms, but
user can find the same information using either the the search intent is the same.
keyword or the query. drawing program on mac – "program" means the same thing as
drawing apps for mac "apps" in this context.
Be careful to not equal a strong intent with a weak intent. Apartments for sale near me – While search results might include
Both sides should have an equally strong connection to apartments for rent near me results for the other, both sides don‘t
have the same search intent.
the search intent.
Wine glass – water glass While either could be used as the other,
the intent is for two different products,
Keep in mind: in this task type, if there is ambiguity, we the search intent is different.
don’t assign Same Meaning! business id badge - ID There is no strong intent when
searching for ID to see business id
badge results.

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THE RATINGS – NOT SAME MEANING/INTENT

The keyword and query do not have the same meaning or intent. Either they address different aspects, subgroups,
products, have different intent “directions”, or are even in no way connected at all.

Same Intent – Same Search Intent Examples – Implied Terms

Burger king – burgerking.com Burgerking.com has a specific website
only intent. Adding URL marking is NOT
The keyword and query have different meanings and/or Same Meaning!
intents. Motrin - Advil While both are brands of ibuprofen, the
prescription names are different. NOT
Same Meaning!
One might address an additional commercial intent, a
Chromebook – Buy chromebook The additional explicit commercial
subgroup, a specific sub-intent, might look for a different intent makes it NOT Same Meaning.
but similar product, or such. Knitting pattern - shawl One is looking for a product, the other
one is most likely looking for the
Please do pay special attention to detail and assign this finished product.

rating when it applies. Houses for sale – sell house One side is the opposite of the other
side.

Flight LA to NYC – Flight NYC to LA While the distance is the same, there
In this task type, if there is ambiguity in the meanings, are different directions of travel.
we assign Not Same Meaning/Intent.
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THE UNRATEABLE FLAG

If either the keyword, the query, or both are unclear, nonsensical, missing, or in a foreign language, select
the unrateable flag.
Unrateable - Description​ Examples (either keyword or query)​
Use this rating when Keyword and/or Query are missing, you Flag:
can‘t establish a meaning or intent at all after research or if the
keyword and/or query are in a language get (a meaning or intent cannot be established. It can mean
•NOT commonly spoken in your locale OR the task language anything from get a cake to get fired)​
•NOT the name of an entity or product blue (too general, we cannot establish a meaning or intent)​
•OR if you don‘t understand the language at all. Ufzuanflwahflwvrsfgiau (nonsense)​
How is (a meaning or intent cannot be established)​
Please make sure to​
Don’t flag:
•Research the keyword/query before flagging it​
•NOT flag porn-related keywords/query​ 1109AY (research shows, it‘s a part for an oil filter)​
URxzu8EFBVY (research shows that this is a YouTube video ID)​
In general: if you understand the keyword/query and intent, Lorem Ipsum (internationally known placeholder text)​
you can rate it☺ unless it‘s in a language NOT commonly spoken Ktbl help (ktbl is an abbreviation for Knit Through the BackLoop,
in your locale / the task locale (e.g. Indonesian query or keyword intent/meaning is a how-to)​
in English US tasks)​

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