The advertiser builds the Adword ad within strict rules laid out by Google and then decides how much they're willing to pay Google each time someone clicks on their ad on the search page or a content website. Searchers are usually taken to your homepage with a "click-through". The more the advertiser is willing to pay for a "click-through" the higher the ad will be listed in the right column and eventually just above the genunine search results. Advertisers willing to pay only very small amounts for a click-through may not have their ad show up until the second or even third search result page. As a Google user do you look at the third page of the search results very often?

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