PPC Advertising - The History of Yahoo Search Marketing & Other PPC Services

Almost since the beginning of the Internet, users have deferred to the big three - Yahoo, MSN, and Google - to help them find what they need on the millions of pages that populate the web. It seems only fitting then that these three search engine giants were some of the primary adopters of PPC advertising.

Yahoo & PPC

Back in 1998, a site called GoTo was changing how pages were ranked in search engines. Instead of leaving it up to spiders or algorithms, the site allowed advertisers to pay for placement in the rankings. The more they paid the higher they ranked. Three years later, the site changed its name to Overture.

In 2003, Yahoo purchased Overture and made some changes in their services before re-branding them. That purchase essentially created Yahoo Search Marketing.

PPC Advertising on AdWords

Google's AdWords program is probably the most well-known of the three PPC services. Yet, the version used today is quite different than past versions.

In 2000 when the service launched, it required a monthly service fee and the Google staff was responsible for all of the work, including managing the ads. Eventually, the self-service portal was created to assist businesses with lower advertising budgets.

Today, the program is so popular and profitable for businesses that Google has created a system to certify individuals so they can prove they have been trained in using the program effectively.

MSN and the Microsoft adCenter

MSN's PPC service was the last to be implemented. Although Microsoft had been hard at work developing a similar service, they didn't launch their own until near the end of 2006.

While the service works like the rest of its competitors, Microsoft has been busy purchasing and acquiring technology firms whose own work can be used to complement the MSN services and eventually give it added edge against the competition.

Fabian Tan is a well-known Internet Marketing expert and the author of the popular 51-page Report:

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