Chapter 11

Creating Pay-per-Click Campaigns

An Introduction to Pay-per-Click Campaigns

In February 1998, Bill Gross of Idealab launched the first pay-per-click, or PPC, search engine, GoTo.com. The GoTo.com search engine pioneered PPC advertising, which allows advertisers to bid on how much they would be willing to pay to appear at the top of results in response to specific searches. GoTo.com later became known as Overture, and was eventually acquired by Yahoo and renamed Yahoo Search Marketing.

In the fall of 2000, Google followed suit and introduced its own PPC service, Google AdWords. Similar to Yahoo Search Marketing, Google AdWords lets prospective advertisers sign up and show advertisements triggered by keywords on the Google search engine ...

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