Search engines, content-rich web sites and blogs rely on the pay per click advertising model as one of the most common available on the electronic market. The basic working mechanism is that one gets charged on the ads only when a user clicks on them; on keywords, the prices asked by search engines vary depending on how much in demand the phrase really is, while with content sites the price is normally fix rather than flexible like in the keyword bidding system. Ads are closely connected with the content displayed on the web page: they share the same topic and the same targeted keywords. Thus, advertising is not possible unless there is a common domain ground to share.
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