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The price of the reference product: click weighted average price for a product in all businesses advertise that product with commercials.
reference price difference of products: the percentage difference between the average product price of your product and the price of the reference product.
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product price benchmark: the weighted average click price of a product in all the companies that advertise this product with shopping ads.
The benchmark product price differences: the percentage difference between the average product price of your product and the price of the benchmark products.