Confidential

Keyword Hotspots Policy

Last Updated: December 2022

This Keyword Hotspots Policy applies to all Keyword Hotspots Implementations (as defined below) distributed by Publisher in connection with the Agreement. Unless otherwise defined herein, all capitalized terms have the meaning given in the Agreement and the 2-Click Policy. For the avoidance of doubt, other search provider Policies may also apply to the Keyword Hotspots Implementations governed by this policy.

1. Keyword Hotspots Implementations. “Keyword Hotspots” Implementations refer to a type of 2-Click Implementation, in which a keyword suggestion module resolves, in accordance with search provider’s instruction, to a 2-Click SERP or a Landing Page (as such terms are defined in the 2-Click Policy, and, which, for clarity, may include Publisher owned-and-operated websites and third party owned-and-operated websites). Keyword Hotspots Implementations are only available for distribution by Publisher (and not Publisher’s Syndication Partners, if any, or any other third party), and only on websites and through traffic sources approved by search provider.
2. Implementation Requirements. Keyword Hotspots Implementations must comply with the following requirements:
   1. Keyword Hotspots Implementations are a form of 2-Click Implementation, and are additionally subject to (and must comply with) the 2-Click Policy and the Ad Rendering Policy.
   2. Keyword Hotspots Implementations must be directly managed by Publisher.
   3. Publisher may use its own keyword mapping technology for selecting the keywords used in Keyword Hotspots Implementations, provided that all of the following requirements are satisfied:
      1. Publisher must maintain controls to ensure that inappropriate keywords are not suggested.
      2. Keyword suggestions must be relevant to the content on the property where the link is displayed, the Query just entered by the user, or a user’s behavior.
   4. The keyword hyperlinks in the 2-Click Creative (as such term is defined in the 2-Click Policy) must be (a) visually distinguishable and separated from internal navigational links and (b) clear and sufficiently prominent to inform the user that he or she (i) is viewing a hyperlink, and (ii) performing a search for that keyword.
   5. The 2-Click Creative must be labeled using one of the “Equivalent Search Labels” set forth in Section 3 below in relation to the keyword that is to be used as the search Query. Notwithstanding the foregoing, any 2-Click Creative that resolves to a 2-Click SERP or Landing Page displaying Paid Search Results without Web Search Results must also display one of the following search labels: “Ad” or such other search label as determined by search provider in its sole discretion.
   6. The Query sent to search provider must match the exact keyword suggestion in the 2-Click Creative. The keyword displayed to the user on the 2-Click SERP or Landing Page as the keyword for which the search was performed must exactly match the Query sent to search provider.
   7. Keyword suggestion modules must not directly display or include Paid Search Results.
   8. Images may be placed next to the keyword hyperlinks in the 2-Click Creative under the following circumstances:
      1. The image must be directly related to the keyword topic or theme.
      2. The image must be accompanied by a clear, easily readable “Equivalent Search Label” (as set forth in Section 3 below).
      3. The image may not exceed 300×250 pixels (for PCs), unless as otherwise communicated or allowed by the search provider.
      4. The use of the image must not infringe upon third party rights.
3. Equivalent Search Labels. The following are permitted equivalent search labels for use within the 2-Click Creative (“Equivalent Search Labels”) for Keyword Hotspots Implementations:
   1. “Search for” [Keyword]
   2. “Research” [Keyword]
   3. “See search results for” [Keyword]
   4. “Search…” [Keyword] “…today”, where “Search,” [Keyword], and “today” appear in that order in the first 30 characters of the headline
   5. “Popular Searches for” [Keyword]
   6. “Related Listings From Our Sponsors”
   7. “Related Search Topics”
   8. “Additional Search Topics for” [Keyword] 
   9. “Find more” [Keyword] 
   10. “Similar Searches for” [Keyword] 
   11. “Seek Result for” [Keyword] 
   12. “Sponsored Searches for” [Keyword] 
   13. “See results for” [Keyword] 
   14. “Sponsored Listings for” [Keyword] 
   15. “Sponsored Search for” [Keyword] 
   16. “Find results for” [Keyword] 
   17. “Available Search Listings for” [Keyword] 
   18. “Similar Search Topics for” [Keyword] 
   19. “Additional Searches for” [Keyword]