"Google's generally a second-price auction. So each spot higher in the order is more expensive." — Mr. Hurst
"In a first-price auction, an auction winner will be charged exactly what they had submitted as their bid." — THE WITNESS
"In contrast, within a second-price auction, an advertiser is not necessarily charged exactly what they bid." — THE WITNESS
"The amount that we charge an advertiser is the least that they hypothetically could have bid while still receiving their allocation." — THE WITNESS
"Google uses a second-price auction for search text ads because we consider it to be a more advertiser-friendly auction mechanism." — DR. JUDA

20231004-APM-BT16-PM-Google.pdf

20231011-APM-BT20-PM-Google.pdf

Second-Price Auction Specifics

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