Google’s paid program for website owners wanting to advertise their products and services to the search engine’s massive user base. The platform allows advertisers to determine the exact keyword phrases he wants his ad to be shown for, as well as the maximum fee he’s willing to pay for each click. And every time someone clicks on their ad, the advertiser pays Google this fee. Furthermore, the position of his ad in the search results is based on the number of advertisers bidding on the same keyword and how much they are willing to pay per click.

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