How they work
Pay-per-click search engines allow companies to bid on keywords that relate to their sites. Companies submit their site's descriptions and titles, along with a list of keywords to the engine. They also specify the amount of money that they're willing to spend on each keyword.
After a pay-per-click search engine processes the company's request, their results start showing up when someone searches for a keyword that the company paid for. Depending on how much money others paid, rankings for a particular keyword maybe very high or low.
For example, if you choose to pay $.20 for the keyword "puppy food," while others pay only $.19, your site would rank first. If, on the other hand, you pay $.02, you may rank low.
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