Search engine marketing of the payment settlement and an additional incentive to invest in paid advertising projects. Therefore, it is virtually impossible for advertisers with limited budgets to maintain the highest rankings in the increasingly competitive search market. Google's search engine marketing is one of the western world's marketing leaders, while its search engine marketing is its biggest source of profit. Google's search engine providers are clearly ahead of the Yahoo and Bing network. The display of unknown search results is free, while advertisers are willing to pay for each click of the ad in the sponsored search results. Paid inclusion involves a
Microsoft Search Server to extract the text of the file for full text indexing as well. The handlers and iFilters MSS uses are the same as used by SharePoint, Microsoft SQL Server and Windows Search as well. The data sources that are to be indexed are identified by their URIs and have to be configured prior to indexing. The indexer updates the search index as soon as an item is indexed ("continuous propagation") so that the items can be queried against even before the indexing crawl is complete. MSS can also federate searches to other search services (including SharePoint and web search servers)