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It costs the ad creator money every click and rewards google for mixing ads into the search results in a confusing way. This is a sketchy practice when the ad is for the exact product or site you typed into the search bar - as another commentator mentioned, the dynamic forces you to buy the ad to keep competitors from stealing the spot. Toxic

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It's more than competitors. When looking for a specific site like ebay, paypal or name of popular software, the first paid results are regularly untrustworthy, if not plain scam or distributing malware.

Either the legitimate site pays to be first, or it can watch customers go to hell, literally.

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