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Passport allows businesses to to target potential customers when they
are searching for specific products and services. This automated bidding
system enables advertisers to bid on keywords that relate to their site.
The benefit of this unique system is that listings at the top of a results
page are those of advertisers who have actually bid on the keywords. The
highest bidder is always listed first and the remainder appearing in order
of their declining bid amount. This model produces the most relevant results
as the sites listed first will be those with the most drive to be associated
with a given search keyword or phrase.
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