There's a HUGE difference between Banner ads and paid placement in a search engine. With sponsored links, you appear when the user has entered relevant keywords, and is looking for your product. With Banner ads, the ad shows up any time the user is looking at something related to your keywords.
99.9% of the time when I'm on a web site, I ignore the banner ads. But every time I do a search, I check the paid placement links, because I assume they're related to what I'm looking for.
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