graeme_p - 7:38 am on Mar 14, 2013 (gmt 0)
The study only covered ads for sites that appear in the SERPS anyway.
I often wondered about why people do that any way. I have often searched for "company name" and got "company name" at the top of the SERPS with an ad linking to the same site above it.
The BBC article is not very good at explaining what the article is about:
Platforms such as Google and Bing offer companies the option to "buy" words. This means their websites appear more prominently if a person searches for a particular term.