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Google PPC and SEO

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For ads sponsored by using pay per click, I saw that Google began using the index results. Despite the highly competitive keywords like list of organic fruit, this practice cannot particularly bad strategy. Ads arranged in four columns each, are in columns. Then, with the understanding that the results are rather co-sponsored and on site, including the other two buttons appears in the search box. What is your opinion? Is there anyone who has noticed this phenomenon? Can anyone help me with this? I’m really confused.
 
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