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AdWords Communication Ad ExtensionsGather Leads from Google.com

February, 2011

CONFIDENTIAL

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What are Communication Ad Extensions?

The AdWords Communication Ad Extensions are a new ad extension that allows AdWords advertisers to display communication means as part of a text ad, thus allowing users to submit their information to be contacted.

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What does it look like?

During the Alpha period we’ll be experimenting with different visualization options. These are two examples:

With icons…

Without icons…

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Why participate in the Communication Ad Extensions experiment?

1 Increase ROI for your current search ads by capturing leads right from Google.com

2 Get leads for free when someone submits their data through your ads

3 Easy: Like all Extensions, it works by enhancing your existing ads by simply providing us a phone number or email address

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How do Communication Ad Extensions work?

Potential customers perform a search on Google.com and find your ad

Users select the contact method they would prefer and a box is automatically displayed beneath your ad.

The user fills their data and hit “Request email” or “Request Call”

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How do Communication Ad Extensions work?

You receive an email from us, with the information provided by the interested user.

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Depending on the way the user requested to be contacted ….5

Phone Leads: Call a Google phone number we’ll specify and provide it with the Lead ID, which will automatically re-route you to your potential customer

Email Leads: You will be provided a masqueraded email address. Emails sent to this address will automatically re-route you to your potential customer

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What should you know about this new Ad format?

PricingLeads wil be free during the experimental phase

On Contact methodsYou can indicate to us whether you would want to receive either email, phone, or both types of leads.

On VolumeSince this Ad Extension is in an alpha stage, we won’t show it on all of your ad impressions. We estimate about 10% of users will see them, which will allow us to effectively measure their response to it. Bear this in mind for your volume expectations.

On CustomizationYou can customize the action message by choosing among the following: "Be contacted by this business", "Make an appointment", "Request a quote“, “Request a consultation”, or “Get more information”.

ReportingPerformance data on your Communication Ad Extensions will be provided by your Account Manager.

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Alpha participation

Participation guidelinesLet your Account Manager know of your interest in the beta and the following data points:

•Business name•Email address where leads should be sent•Which lead mechanism they want (email, phone, or both)•The campaigns that you want to have Communication Ad Extensions enabled•Choose an action message: "Be contacted by this business", "Make an

appointment", "Request a quote“, “Request a consultation”, or “Get more information”.

Opting outYou will be able to opt out at any time with a 24-48 hrs delay. Please reach out to your Account Manager if that’s the case and let us know the reason so that we are able to act on it.

FeedbackWe are interested in your feedback in order to build the best user and advertiser experience in Google.com. Please let your Account Manager know how this ad format is performing for you.