![Yahoo Search Marketing](http://1.bp.blogspot.com/_MseKuyP6Ffo/SAZ0rGEQZOI/AAAAAAAAAk4/ZThcHUIx1uI/s400/Picture+2.png)
1. Value - the number of bidders and their bid amounts in a particular keyword market
2. Quality - the relevance of keywords, or how frequently users click on the ads associated with them relative to competing ads.
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