Search engines have to ensure that they deliver the results requested by the user. You'll pay less for better targeted ads, as you're making your search engine look better as they are delivering the right results. If for example your site is about a specific era of history, going into detail covering a two year period and your ad just states "history" chances are it is not going to meet the needs of the person searching. You're better off detailing the exact period and topic in your advert. This is good for you, as your advert is better targeted and means that people coming to yoru site are actually interested in it and it's good for the search engine as it makes them look efficient (their fear is always that their users will go to another search engine).
So in terms of rankings
- make sure your advert is specific and targeted to your website - make sure your site is consistently in working order and available to all - use tags so that the site gets spread more around the web
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