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Benchmark product price difference: the percentage difference between the average price of the product of your product and the price of the reference product.
The benchmark product price differences: the percentage difference between the average product price of your product and the price of the benchmark products.
The average price of the product: the average price of a product when an ad shows or when the ad was competitive in the auction.
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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.