While organic listings are based on relevancy alone, as evaluated and rated by Google’s algorithms, paid search, more specifically, paid search listings also are controlled by relevancy. This may seem counterintuitive when thinking of Paid Search. Paid Search by definition involves a bidding process specific to keywords and basic logic would indicate that the highest bidder would get the highest positions within the Paid Search Listings. However, Relevancy is the most important factor for Google, even as it applies to Paid Search. Google invests billions to make their results more relevant and this extends to its major profit contributor, paid ads. Google wants one thing, above and beyond all else … the continued #1 ranking of its search service to continue to dominate the Search Engine Industry. If searchers continue to use Google in overwhelming numbers, advertisers are sure to continue bidding higher and for more keywords.