Search engine marketing is a completely different form of advertising because rather than trying todistract & annoy users, searchers request to see results relevant to their interests.
- Advertisers only bid to show up where they are relevant - when they are irrelevant. If they bid for irrelevant keywords they lose money on every click. It is a self-correcting ecosystem where relevancy is rewarded with further distribution.
- If a search is non-commercial Google may not show any ads, or may only display them in a less prominent position. Their commitment to relevancy builds the user's trust in the search results.
The user sees the ads and clicks them because they are relevant to their wants, needs, and goals.
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