That depends on how many times they searched for a keyword related to a product in your sponsored listings campaign or visited the category page your sponsored listings campaign is targeting. Of course, also how many of these times you won the auctions.

There are 3 things you should note here.

First, you only pay when a user clicks on an ad.

Second, you only pay once even if the same user clicks on your ad multiple times.

Third, our algorithm puts you in the auctions at the time there's a higher purchase intent by the user. So sometimes, the ads will be shown multiple times to the same user.

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