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Question about the advertisement on the right?

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What determines which advertisement will be displayed on the right? is it based on keywords or is it totally ramdom?

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Wow! Dilyan is good!
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what textual block ads will be displayed to the right is based on two main factors: trigger keywords + bidding price.

In this particular case google adwords ad is on the top of sponsor results as they probably have highest bid on the combination of trigger words advertisement and keywords in one text block.
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