Friday June 13 th, 2008 advertising.microsoft.com adChamps Editorial Tor Crockatt, Group Manager Editorial Operations EMEA

2 Agenda Es Ops – Our Team Why is Editorial Important? AdCenter Editorial Process High Level Tips to avoid Disapprovals 2 Key Policy Updates Feedback from Last Year Progress against Feedback More Please!

3 Our Mission: Make it Seamless 3 Seamless editorial experience Global enablement += Proactive editorial services We provide proactive, globally scalable solutions to make the editorial experience seamless for our advertisers while ensuring the highest possible network quality and relevance.

4 Why is Editorial Important to Us? 4 Advertisers ROI Traffic Experience Compliance End users High quality, relevant ads No surprises Microsoft User engagement Revenue Editorial: the heart of Microsofts advertising business! Microsoft Creative Acceptance and Editorial policies balance the needs of end users, advertisers and the Microsoft Digital Advertising business.

5 adCenter Editorial Process – High Level 5 Ad copy & title Keywords Landing page Ad submitted Automatic review Additional review Relevance review Live ad review Appeals review Approved Disapproved Inactive. Approved Disapproved Approved Rejection overturned Disapproval upheld Ad live 100% auto reviewed A percentage of submissions manually reviewed All ads receiving impressions crawled Focused on high impact kws ads appealed Disapproved

6 Top Tips for Avoiding Common Disapprovals Too much ad text: Use at least one static ad with every ad group you submit to ensure the keyword will be live Use default text with keyword inserts so that the ad will work with long keywords Thoroughly check all ad copy for length Destination URL Error All destination URLs must begin with either or Be careful when using Param1 for destinations URLs that you insert a param1 value! Offer Not Found - If website promises a specific deal or offer, and the details of this offer/promise cannot be found on the landing page or differ from whats outlined in the ad. This may apply to: Price Deals, Discounts, APR Promises, Sign up Bonuses, Guaranteed Offers, Free shipping Offers Why do we Spot Check this? To ensure user Quality, a fair marketplace & advertiser compliance. Landing Page Not Relevant Ensure the keywords are relevant to substantial information on your landing page Report false positives - there are optimisations we can do to avoid repeats

7 Policy Update – Gambling UK Reworked adCenter Gambling Guidelines for 2007 gambling Act Operators must be licensed by the Gambling Commission.Gambling Commission Operators must be registered in a jurisdiction approved by the Gambling Commission (or a whitelist jurisdiction) They do not accept bets from U.S. residents. Advertisers advertising aggregated content for third party gambling services (providing links) must agree to ensure that their partners comply with the guidelines set out above. > Digital Advertising > Pay per click > FAQs > Editorial Guidelines > Content

8 Alcohol Policy Update - France Advertising of alcohol through adCenter is now not permitted. 1.No ads advertising alcohol (spirits, wine or beer) 2.No keywords related to alcohol to be used in relation to landing pages on which alcohol can be purchased. What if I have alcohol on my site, but I am not leading users to that page? This is fine, as long as it is not advertised. Do not direct users to that page by way of keywords or ad copy advertising alcohol.

9 Your 2007 adChamps Feedback – Thank You System/Delivery Speed of Editorial/Turnaround times Delivery – 3-4 hr wait is far from satisfactory RV causing pain with staggered Disapprovals Permanence of editorial decisions: KWs disapproved sometime after appeal upheld Broad Match relevancy is causing issues for end users and advertisers ROI Policies & Decision Making Need more specific editorial rules available on our website as reference Need editorial consistency with our policies Manual review could be verticalized? Ability to register trademarks – Parity with Googles policy Handling Disapprovals Clarity of reasons disapproved Disapproved ads section in UI (Google)

10 Turnaround Times & Delivery Ads with no editorial issues go live at least 50% quicker (mins. not hours) Customers with good editorial history live through review. Improvements in functionality in updating systems = for escalation handling reduced from up to 1 week to consistently <48 hours. Speed of Editorial/Turnaround times Delivery – 3-4 hr wait is far from satisfactory

11 Relevancy & System Timing Permanence of editorial decisions: KWs rejected sometime after appeal upheld Broad Match relevancy is causing issues for end users and advertisers ROI Permanence of Editorial Decisions – keyword disapproved after appeal Upheld Appeal decisions endure for automated reasons. Appeals performance improvements & handling from 3+ days to < 1 day. Change in timing of RV in relation to loading. Volume efficiencies to avoid delays. Improvements to relevancy algorithm Improved ability to influence match behaviour. Relevancy Disapprovals – staggered & out of synch

12 Policies & Editor Decisions Editorial consistency on our Policies Need more specific rules available on our website as a reference Added UK & FR specific High Level Guidelines to Help > Digital Advertising > Pay per click > FAQs > Editorial Guidelines. Clarified & Improved Editor Policies Editor Quality Program launched. Reinforced complex areas using methods such as decision trees & matrices. System filter work to better control matched results. More tools /filters added to prevent recurrence. Ability to register trademarks – Parity with Googles policy

13 Reasons for Disapproval - Still Work Needed! Disapproved ads section in UI (Google) Disapprovals: Clarity of Reasons Experience with Disapprovals & reason clarity will see focus next year. What Have We Done? 1.Moved some formatting & length rejections upfront. 2.Regulated notifications of disapprovals. 3. Added default Ad Text Feature to avoid disapprovals for Too Much Ad Text.

14 Whats Next? Disapproval Experience Improvements –System/view –Naming convention/clarity Bringing as Many Notifications Upfront as Possible Automatic Relevancy and Quality Improvements Externalization of Full Policy in Help Quicker, faster, better (more intuitive) Editorial Processes Streamlining Review Volumes and Approach

15 WE WOULD LIKE YOUR FEEDBACK!