Advertising is a form of investment. You invest in creating awareness, hoping that the awareness generated would translate into greater sales. At times advertising can be the engine of sales. At a time when a dozen companies come out with a dozen products each, advertising ensures the unique features of product are showcased. As the internet is a huge information channel, it is not surprising that it has been used as an advertising medium.

Pay-per-click (PPC) is a unique form of interactive advertising popular on the internet wherein the sponsors pay search engines for anyone clicking on advertised links. The search engines display sponsor ads relevant to the search query typed by a user, which when clicked will generate revenue to them. In turn, the advertiser will only pay when a person clicks on his advertised link, thus ensuring value for money. As you would imagine, protecting the advertiser from fraud is of paramount of importance to any search engine.

PPC concept has been extended into the realm of individual publishers, where search engines place the PPC ads and share the revenue generated out of a publisher’s website. Google has made this concept popular through its Adsense program.

Thus, pay-per-click advertising has emerged as a primary form of online advertising – one that perfectly suits the advertisers, benefits the users and generates revenue for search engines.

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