Choose most relevant ads using various criteria (plurals, synonyms, elimination of duplicates, etc.)
Returns up to 10 ads to show on a page
Promotion policy: depends on CTR performance and CPC. Best ads get best position.
Ranks ads by CPM, records clicks, payments, etc.
Factors affecting revenue Monetization (RPM) Revenue Queries Revenue Clicks Revenue Clicks CPC Price Clicks Queries Queries w/ Ads Queries Ads Queries w/ Ads Clicks Ads Coverage Depth CTR per Ad Quantity Quality = = = = x x x x x x x x ( 1K )