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Thursday, November 26, 2020

Lion Bridge Ad Evaluator Exam Tips

Same Intention Instructions:

You are tasked with examining two user queries (Query A and Query B) and forming  opinions about user intent in each of them. Then, answer the following questions regarding potential brands present in Query A and/or Query B. Hint: you may find it helpful to click on the queries to examine their Google search results page.

For this assignment, a brand term is any word (or words) that identifies one organization, such as their name or their proprietary goods and services as distinct from another organization, and it typically implies either commerciality or competition. Examples of brand terms include “Canon”, “North Face” and “Burberry”. Words designating products or services can imply a brand if they are commonly only associated with that specific brand, for example the query [iphone] has the underlying brand Apple, and the query [rx 350] most likely refers to a Lexus model number.

If one of the queries is missing or in a foreign language, please flag it by clicking the corresponding checkbox.

  • Does the query (A or B) contain any brand terms (either present or implied)?
RatingDescription
Pure Brand termIf the query is comprised solely of a brand, business or merchant name (e.g., [fedex], [sony], [Microsoft]), a product or service proprietary to a particular brand (e.g., [iPhone X], [PS4]), or any combination of the two (e.g., [mazda protege], [BoA cash rewards card], [soundsport bose]); Note: such queries do not include additional generic terms or phrases.
Brand term includedIf the query has a brand, merchant or business name explicitly present (e.g. [nike shoes], [wells fargo online], [youtube], [amazon careers], [post on indeed]). This also includes business name acronyms or website names (e.g. [cheapflights.com], [boa loan rates]).If the queryimpliesa brand by containing words which denote products or services tied to that brand (e.g., [accessories for iphone], [2018 gmc sierra 2500hd], [red birkin bag]).
NoIf the query does not contain a brand term or a business name, nor does it mention any products or services which are commonly only associated with one business (e.g. [restaurants near me], [irs documents for new employees], [state of arizona jobs]).
UnclearIf the query is ambiguous and has several reasonable and likely interpretations and can refer to several brands or no brands at all (e.g. [frontier] can refer to an airline, a car model, or a synonym for border). However, remember to take disambiguating context into account before selecting this option (e.g. [cheap frontier tickets] most likely refers to the airline).Note: see the Generic Names category in the section below for additional explanations.
  • Common Rating Scenarios with Brands
CategoryRatingDescription
Public Services & Government AgenciesPure Brand term / Brand term includedIf the query contains a public service entity or a governmental agency, it is considered to be a brand term if the entity competes for enrollment or participation, or contains a commercial component to it (e.g., [bill gates foundation], [aarp], [va loans], [US Navy]). 
NoIf the public service entity or a governmental agency referenced in the query implicitly lacks a sense of competition or commerciality and is grated towards relaying information, it is not considered to have a brand term (e.g., [IRS Tax Prep], [cdc]).
Creators & Public FiguresPure Brand term / Brand term includedIf references to artists, celebrities, influencers, musicians, politicians etc. imply to a product or a product line, they are considered to be brand terms (e.g., [Rachel Ray], [Britney Spears curious], [rihana makeup-line]).
NoIf references to said public figures do not also contain or imply a product or product line, they are not considered to be brand terms (e.g., [jon legend], [bernie sanders]).
URLsPure Brand term / Brand term includedIf the query is a URL (or has syntax that mimics that of a URL) and contain a brand term given the previous criteria above (e.g., [www amazon com], [www.walmart.com], [iphone.com]).
NoIf the query is a URL (or has syntax that mimics that of a URL) and does NOT contain a brand term or any references to products and services commonly associated with companies but rather informational websites without a commercial entity supporting it (e.g., [the100.fandom.com], [www wikipedia com], [visitmarinadelrey.com])
CreatorsNoIf the query contains media titles, such as books, movies and television shows (e.g., [toni morrison’s beloved], [archer]).
CharactersNoIf the query contains references to a brand term, business name, product line but is chiefly used as a description for a desired item (e.g., [batman pajamas], [pokemon office supplies]).
Generic NamesPure Brand term / Brand term includedAt times a query may contain generic words that may not reference a brand term. Raters should consider the query as either Pure Brand term or Brand term included if the generic phrase is NOT a natural or likely rephrasing of the unifying topic between the two queries (e.g., [virgin], [you at college] [play station]).
NoAt times a query may contain generic words that may not reference a brand term. Raters should annotate the query with No if the generic phrase is a natural or likely rephrasing of the unifying topic between the two queries (e.g., [cars]).
  • (if applicable) How are the queries related, in terms of underlying brands?
RatingDescription
Both queries mention
or imply the same brand term
If both queries contain, explicitly or implicitly, the same brands (usually one but can be several). This can happen, for example, if:Both queries contain the same brand names: [zillow] – [list house on zillow], [nike design for apple watch] – [nike apple collaboration], [bmw dealer near me] – [what are the qualifications to work at bmw].One query contains a business name and the other a product name, service name or model number commonly only associated with that business: [apple] – [macbook pro for sale], [UE55NU7170] – [lg tv]Each query contains a different product name, but they both have the same underlying brand: [cases for iphone] – [macbook pro protective case].Note: You should consider domain variations (e.g. [wayfair.com] – [wayfair.co.uk]) as being the same brand. This option also applies for queries that mention business branches from different locations (e.g. [best pizza hut london] – [pizza hut nyc menu]). 
Query A adds a new brand termIf Query A adds a brand term (either explicitly or implicitly) while preserving the brand(s) which are present in Query B (e.g. if Query A is [ebates discount code kate spade] and Query B is [kate spade bags]).If both queries imply a brand term but Query A references a manufacturer, a business that provides its own products and/or services (e.g. [nike shoes]), and Query B references a merchant, a third-party retailer providing the products/services of manufacturers (e.g., [nordstromrack men shoes].
Query B adds a new brand termIf Query B adds a brand term while preserving the brand(s) which are present in Query A (e.g. if Query A is [zagg screen protector] and Query B is [zagg screen protector for ipad pro]).If both queries imply a brand term but Query B references a manufacturer, a business that provides its own products and/or services (e.g. [nike shoes]), and Query A references a merchant, a third-party retailer providing the products/services of manufacturers (e.g., [nordstromrack men shoes].
Query A and Query B refer to different brand termsIf one query replaces a brand term from the other query with a different brand term. As before, we consider both explicitly mentioned and implied brands.For example, if Query A is [credit karma] and Query B is [travelers insurance] or if Query A is [axeon 50 ro water system] and Query B is [apec water system])
  • (if applicable) What kind of brand terms does the query add? Select all the options that apply.
RatingExamples 
QueryQuery that adds a brand
1) The query adds the name of a merchant, retailer or platform that distributes, aggregates or provides discounts on products or services not produced by them.[apartments][rent apartment zillow]
[buy books online free shipping][amazon books shipping cost]
[handmade gifts][etsy gift guides]
[coupon code][walmart coupons]
[chevy tahoe][used chevy tahoes for sale rick hendrick chevrolet duluth]
2) The query add the name of a business that provides their own products, services or content either directly to customers or through other merchants/retailers.[sneakers][adidas shoes]
[pizza order][domino’s orderpizza]
[where to stay in paris][stay at hilton paris]
[election news][cnn election day news]
[best buy phones sale black friday][bestbuy black friday deals on samsung phones]
3) The query adds the name of a product, product line or service which is tied to a brand.[cars] [bmw x5]
[tvs] [UE55NU7170]
[loader for sale][a new cat loader 953c 2018 how much does it cost]
[screensharing app][teamviewer download]
[spotify app][spotify app download windows]

Note:

  • The name of a product often also contains the name of the manufacturer. In such cases, selecting only the most specific option is sufficient (as the other is implied). For example, if Query A is [running shoes] and Query B is [buy nike air max 97], you only need to select the third option. However, added merchant or retailer names are not implied: if Query B was instead [buy nike air max 97 on ebay], the correct options are 1 and 3.
  • Generic product types (e.g. “watches”, “hotel”, “car”) should not be considered as names of products or product lines.
  • Sometimes merchants or retailers also produce their own branded products or product lines. If most of their inventory is provided by other businesses or individuals, you should still select the first option. However, if there are indicators in the query that the user was actually interested in a product produced by that business, your rating should change accordingly (e.g. if Query A is [home assistant] and Query B is [amazon echo dot], you should only select the third option).

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