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Microsoft will be in charge of self-service sales of pay-per-click text search ads.
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Google makes most of its revenue from pay-per-click search ads.
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Search engine marketing (SEM) is the process of using natural search engine optimization (SEO) and pay-per-click (PPC) advertising to increase the visibility of your website.
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Google's Pay-Per-Click AdWords system matches ads based on an individual's exact search terms.