[paulcole]

> As people increasingly are using search to navigate the web (as opposed to typing a URL into the address bar), this traffic increases, those people see more ads, Google makes more money.

Pardon my ignorance but I thought all of Googles search advertising was pay per click and not pay per impression?

[jay_kyburz]

The ads appear above search results and so are often clicked on.

[rbecker]

Google puts ads organic search results, so there's a good chance your users will click your ad instead of the search result. And if you don't advertise, then your ad-buying competitors will show up in search results ahead of your own site, if your site shows up at all: https://old.reddit.com/r/google/comments/gvdsu1/entire_googl...