Sponsored Search and Content Match feature cost per click pricing--you’re only charged when your ad is clicked, allowing you to maximize the return on your investment. You control how much you’re charged by entering a bid, which is the maximum price you’ll pay per click. In addition, if you focus on making your ads as good as possible--meaning they are highly relevant to users and highly likely to be clicked--you could be rewarded with an automatic discount on your price per click.