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Google's solution works like this: when someone searches for "iPad" the top result would be a paid, labeled advertisement. Next would be a box containing results from Google Shopping, labeled as "sponsored" results. Below that, there would be a chance for three competitors such as Amazon or Priceline to advertise their results and logos, also labeled as "sponsored." Finally come the familiar plain-text Google results just that turn up "naturally." In the iPad example, the first natural result is the website of Apple Inc., which makes iPads.