The phenomenal financial success of Google is purely based on one thing – Pay Per Click (PPC) advertising.
The concept was invented in 1998 by GoTo, which changed its name to Overture a few years later. Overture was subsequently taken over by Yahoo, which is currently the second major player in the PPC marketplace, behind Google.
Google’s own PPC service was developed in 2000 – 2001, and following a few updates and changes of process, it has established itself as the place to be seen when advertising on the internet.
This is obviously a result of Google’s dominance in the search engine marketplace, thanks to its search engine ranking methodology, described in Part Two of this manual.