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My bro-in law pays google BIG bucks for his business. When you search for his type of business, his link go to the top. Google charges him each time someone clicks on it. He said its possible that a competitor could click on his link all day and he would have to pay. He get a report of the IP address to monitior.
I think what salty is saying is that people are creating code loops or creating links that bring you to these ads or websites in which they or google get $ kickbacked. Its scamming the system vs real business driven to web sites. For the ugg example, the ugg company is paying $ each time their website is contacted via a link or code loop
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