As I was researching the competition for my keywords I found top-ranking sites and videos that are deceptive such as "free blah blah". But the product is either paid or does not perform the advertised function. I hope that Google picks up on these deceptive sites. In my case, the search term is: "free autoresponder". But in many cases, the autoresponder is either paid or not an autoresponder.
To improve search results, only the related paid searches should be kept, and commercial autoresponders such as get response, mailchimp, and aweber should be de-listed from these "free autoresponder" SE results IMO. Also, people promoting Blue Host that claim that it offers a free autoresponder, when it does not.
If these paid services can get top SE ranking for free, they will not need AdWords PPC Ads.