Professional Documents
Culture Documents
Grasshopper V3 Guidelines Raters 5.3.2023
Grasshopper V3 Guidelines Raters 5.3.2023
Grasshopper V3 Guidelines Raters 5.3.2023
Updated: 05.03.2023
Intro to Ads
What is an Ad?
An ad (advertisement) is a commercial communication from a seller to a potential buyer about a product or service.
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Definitions
What is a Document?
The term “document” refers to a piece of content from one of the multiple sources we pull from. These sources include Facebook
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ads, internet webpages, Facebook Marketplace posting, and many more.
• Product
• Service
• Content
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What is the Difference Between Product, Service, and Content?
Familiarize yourself with the following definitions to choose the most appropriate core purpose for each document.
Product Service Content
A service is an intangible exchange of
Content includes ideas, opinion and neutral
labor, functionality or information that
information that is not
a person receives or experiences, and
promoting/representing a specific Product
A specific, physical good that a person that can start or stop being provided
or Service as defined above. We also
can use and retain. Products are items (Example: an uber ride). We
include people profiles and all forms of
that can be bought/sold or may be consider businesses and organizations,
Definition media that have a strong digital
offered as a prize, free trial or as a software & apps, education, live
manifestation under the Content
sample. performances and events under the
purpose: Movies, music, video games &
Service branch, even if they require a
mobile app games, and all media (i.e.:
physical item (Example: ticket or CD) in
books, newspapers, magazines).
order to access.
Notes
physical and digital, should be CONFIDENTIAL
categorized to the Content purpose, not
email), social media platforms, and
cloud storage platforms. In
addition, We consider businesses,
Content contains all topics that are not
specifically included in the Product or
product. For example, an ad promoting a Services purposes
software & applications, and live
physical book should still be categorized
performances under the Service
under the Content branch to the Books
category. All of these examples provide
& Literature sub-category.
a service function to people even if they
require a physical item in order to
access the service.
What is a Taxonomy?
A taxonomy is a ranked structure of terms that starts with the broadest categories and narrows down to the most specific sub-
categories.
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• Evaluate the document and determine if there are any issues that prevent you from assigning it a category
• Determine the core purpose of the document
• Categorize the document to the most specific, but still inclusive, sub-category in the taxonomy
The following table describes what each of these errors might look like, as well as what you should do if you come across them while
categorizing.
Issue Description
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The document fails to load any information -
Page Load your screen is blank and you do not see the
Action
Select "Page
Notes
Note: If there are no errors with the document you are viewing, skip to step 2 where you will work on determining the core purpose of
a document.
Tip! If the product image conflicts with the text, then bias towards the product image
For example, imagine a document that represents a pet product designed for both cats and dogs. In the diagram to the right, we see
that the document is being categorized down to the “Pet Animals” sub-category, where both “Cats” and “Dogs” apply. This results in
the following categorization: Products > Animal and Pet Supplies > Animals > Pet Animals > Multiple Items
For example, if a document showcases an assortment of pet food but is specifically focused a promotion for dog food, the document
would be categorized under “Dogs” and not “Multiple Items”
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For example, imagine a document that represents a pet and animal product for a pet lobster. In the diagram to the right, we see that
the document is being categorized down to the “Pet Animals” category; however, neither arachnids, cats, birds, or dogs represent a
pet lobster. This results in the following categorization:
Products > Animal and Pet Supplies > Animals > Pet Animals > None of the Above.
Note: If there are no applicable sub-categories even beyond the core purpose (Products, Services, or Content), simply select the core
purpose and then 'None of the Above.‘
Calls to Action tell the audience what to do next. Common calls to action are "Shop Now", "Learn More", "Download Now". The
following table specifies which call-to-action phrases are often categorized as a Product or Service, and which are often categorized
as Content:
Ads Examples
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Products
# Document Categorize To: Reasoning
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Products > Sporting
Goods > Equestrian >
The call-to-action "Shop Now" reveals
that page running this ad, Redmond
Horse Care > Horse Equine, is offering either a Product or a
Vitamins & Service. A brief side search reveals that
Supplements Redmond Equine sells health
supplements and vitamins for horses. In
this ad, the digestive relief and
hydration products are offered.
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