Task Goal: Identify if the Search Ad present, has a relationship to the user intent.
What Makes an Ad Relevant?
Ads can be relevant to the user intent in several different ways. They can be exactly what the user was looking for, but they can also be something that the intent implied by the user’s query suggests they might be interested in.
The best way to research a query is to type it into a search engine and add words like “app”, “game”, “iphone” etc. if the original query isn’t specific enough. Use the search engine links in the tool to start your search. If you have access to an iPhone or iPad, you can also try searching the App Store directly.
The relevance of a game ad should be based on factors like:
For example, a game might be colorful and cartoony, or dark and horror-themed, or gritty and realistic
game could be targeted at children, or sports fans, or animal lovers
The more appealing a user might find the game offered in the ad based on their query, the better its rating should be.
There’s no need to be lenient for apps that have no relationship, matching
functionality, nor same developer.
Correct rating: Bad
The query intent is for generic “giochi chitarra” (guitar games), which means that the user is looking for any game with guitar theme, and that they are interested in music. The result ad is a match 3 game with cute candy characters. The themes are jarringly different and are directed at different audiences. As per Gls section 4.3., rate Bad for any cases where the game returned is for something that doesn’t match the query in any way, or the presentation of or audience for of the intent and ad seem so mismatched as to be potentially embarrassing. Since the music games and match 3 games are different in presentation, audience and play style, the correct rating is Bad.
An ad for an app or game does not have to be for, or be about, exactly what the user asked for
to be relevant.
Correct rating: Excellent/Good
RESULT AD
Query is for a specific multiplayer first-person shooter game with realistic weapons and design. The result is a slightly different game, with less realistic design. Despite minor differences, query and result ad game are both multiplayer first-person shooter games that require the similar skills and target the similar audience. Therefore, the result ad is considered Excellent or Good.
Please take notice if the user would be interested in the ad, based on the query.
Acceptable
The research indicates that the query intent is for a specific navigation app, https://apps.apple.com/it/app/here-wego-mappe-e-navigazione/id955837609. The result app is for a motorcycle tracking app. Both are related to driving, but their functionality is different. Looking for routing indications is not that likely to correspond to an interest in motorcycle ride history, but user wouldn’t be surprised or offended to see this. As per Gls section 4.2. it should receive the relevance rating Acceptable (see Acceptable App Examples).
QUERY
guida identita golose 2020
Web search for query:
Bing | DuckDuckGo | Google | Yahoo!
App search for query:
DuckDuckGo
Correct rating: Navigational
The research shows that the intent is for a specific app called Guida Identità Golose. Despite the available app doesn’t include the year 2020 in the name, we should assume that the user is looking for that specific app and the query should be rated Navigational as per Gls section 3.1. As long as the intent is for a developer, specific app or series of apps (even if the query
may potentially refer to more than one unrelated app with the same name) the query type is going to be Navigational.
Here are some examples of where you should select Navigational for Query Type:
Query | Type | Explanation |
meet me | Navigational | User is looking for the social networking app MeetMe. |
candy crush | Navigational | User is looking for Candy Crush Saga, or other games in that series. |
pixie gun | Navigational | Though the word is misspelled, user intent is for Pixel Gun 3D. |
yt | Navigational | This is a common abbreviation for YouTube. |
bank of america | Navigational | Looking for the Bank of America Mobile Banking app, or other apps from Bank of America. |
QUERY
sonic gratis
Web search for query:
Bing | DuckDuckGo | Google | Yahoo!
App search for query:
DuckDuckGo
Correct rating: Navigational
The query intent is for a game series, Sonic the Hedgehog. Although a movie, TV series and other media work inspired by Sonic games exist, it was originally developed as a game, and it shouldn’t be confused with a real-world entity that might have apps associated with it such as LEGO, Barbie etc. In this case, it is clear that the user is looking for Sonic series of apps.