Introduction
Based on its recent share price, pay per click search engine, Google,
now has a stock market capitalization of about $107 billion, more than
the combined stock values of stalwarts like Boeing, Ford Motor and
General Motors! Its closest pay per click search engine rival Yahoo!
has a market capitalization of about $45 billion. So what's so good
about these pay per click search engines that has catapulted them in
the Fortune list of America's most admired companies?
To get to the root, you first need to understand the pay per click
search engine programs. Even though Google AdSense and Yahoo! Search
Marketing Solutions, like many PPC programs, are plagued by claims of
click fraud; they are clearly an effective revenue source for many
reputable web businesses. Publishers or webmasters insert a java script
into their web site. Each time the page is accessed or displayed, the
java script pulls advertisements from these programs. These ads are
targeted and related to the content contained on the web page serving
the ad. Google seems to be well content oriented and uses your meta
description and meta keywords, in addition to page content, in order to
serve up ads that are appropriate to the subject matter of the web site.
At its most basic level, advertisers do not pay anything for the ads
displayed until someone actually clicks on them and gets redirected to
the advertisers' website. Thus, advertisers are paying-per-click for
potential customers who have actually arrived at their websites. This
concept of pay-per-click has been around ever since evolution of the
Internet and the rise of search engines. However, this type of online
advertising in its current form began in 1997, when an entrepreneur
named Bill Gross developed an idea for the first-ever pay per click
search engine GoTo.com.
Conclusion
What has happened in the search-engine marketing arena over the last
couple of years, is a paradigm shift from the traditional means of
online advertising to a previously less-employed option called
pay-per-click advertising. Because pay-per-click (PPC) has plenty of
advantages, and only few shortcomings, many more companies are
beginning to experiment with this type of advertising, thus fueling its
growth. The introduction of localized search to the mix is the
decisive, convincing factor that further sways small and medium
businesses to consider this form of online advertising. I myself have
gotten plenty of leads and made sales due to pay-per-click advertising
on the Google search engine.
