SAMSUNG PROPRIETARY AND CONFIDENTIAL 149 Paid search compliance checklist A checklist to provide guidance for best- in-class paid search execution. Ad exclusivity When bidding on Samsung terms, ads should focus entirely on the Samsung product and the benefits of the product without menti oni ng other brands. Unbranded coverage During pre -order x should be included where appropriate in u nbranded keyword ads (e.g., 8K TV). Listings to have optimised copy and reasons to buy to maximise visibility and conversion rate. Landing page exclusivity Landing page content (including pages from sitelinks on x ads) should be exclusive to Samsung with no mention of other brands . Negative keywords From the start of activity, negative keywords should be used covering - but not limited to: Explode, Fire, Recall. Partners should also not reference terms such as ‘Cheap’, ‘Discount’, ‘Deal’ in ad copy or extensions. Keyword coverage Retailers are encouraged to share keyword lists with their Samsung Channel Engagement Manager. This is for feedback on any ad ditional keywords or recommendations on longtail search terms. Ad extensions Ad Extensions should be used to show key offers, Location Extensions to nearest store, Call Extension to call centre, Message Ex tension for live chat, Reviews and Price Extension to show device cost.