Any given keyword or in other words how much he told Google you willing today for an ad click triggered by specific weary let's take a look at an example auction but see Brad Ben and Brett all run online shops that specialize in custom tailored men's briefs each of them tell Google to show their ads when someone's searches for bespoke men's group that'll be 70-346  a keyword Brad sets his McCabe for that keyword three dollars been says his two dollars and Brett only willing to pay about a dollar fifty per click for that specific keyword so back in the early days Brad when the top at slot or position one see at the highest max end then we take the second spot and protect third spot not to confuse matters that are no longer relevant but click to rate or CTR didn't fact play a role and adorn calculation.

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