PPC Overview Pay  per click marketing, with an estimated turnover of $1.1 billion per  year and growing at 13 percent per quarter despite the economic  downturn, has become vertically integrated into the Internet marketing  arena. Emerging from the  banner ads and click through rankings of the early 2000s, pay per click  saw initial innovation when Google introduced AdWords Select in early  2002. Google now controls about 50 percent of the PPC market share,  followed by Yahoo at 25 percent. AdWords shows the selected ad near  relevant search results, as well as on content and search sites within  the Google Network. Pay per click is an Internet-based advertising model used on search engines
 ,  content websites and advertising networks where advertising clients pay  only when a consumer clicks though the ad to visit that client's  website. Typically the  PPC ad is based on keywords to reach a designated target market. When  the consumer enters a keyword or phrase into the search engine
   that matches the client's keyword list, the ad is displayed. The ads  appear adjacent to or above the natural search engine results. The  largest PPC providers currently are Google AdWords, Yahoo! Search  Marketing and Microsoft Ad Center. The minimum cost per click (CPC)  varies based upon competition for the keywords and the search engine's  standards. 


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