4.5. Paid Placement
Every major search engine, as well as plenty of minor search engines and independent websites both large and small, displays paid listings today. Most of these listings are provided by the two major U.S. pay-per-click services, Google AdWords and Yahoo! Search Marketing (YSM), with a small share sourced in Microsoft adCenter.
The market is huge: According to Jupiter Research, online marketers will spend $7 billion on pay-per-click (PPC) advertising by the year 2010.
As you learned in Chapter 3, pay-per-click (PPC) is generally an auction-based system, with advertisers jockeying for their listings' positions based on bid price. See Figure 4.1 for an example. Until recently, the PPC auction was a fairly straightforward system ...
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