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The higher your bid, the higher you can expect to get placed on the search engines. The advantage of pay per click advertising is that you only pay when someone actually clicks on your site. On the flip side, people tend to click the first choice automatically. You want to remain on the first page of results but you do not want to pay for automatic responses. Keywords also play a vital role in determining placement; make them count. Remember that singular and plural words are different. If you sell archery equipment, use doe, buck and deer to get the best results.