A lot goes into determining what advertisement Google will serve on a page and what search features to show. Jennifer Slegg provides additional insights after attending a conference in Dallas last
week. She asked Google's Gary Illyes how Google determines what to show. He confirmed that there is no interaction between AdWords and Search, and then provided more detail.
There is a bidding system behind the scenes to decide when to show special features such as maps, knowledge panels or other results. Slegg explains.
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