History of Pay Per Click Marketing (PPC)
The Pay Per Click (PPC) advertising revolution began in 1998 by Goto.com, now Overture.com. The idea was that anyone, small or large, could determine their search engine ranking on desired keywords based upon how much they were willing to pay for that spot. Search engines were primitive and had difficulty finding relevant content for each search so huge sites ruled the land. PPC meant Mom & Pop companies could compete for top placement.
Recently, pop-ups and banner ads have shared a significant stigma to the "Sponsored Links" area of search engines. Combine with lofty term prices, hefty competition and quantifiable “click fraud” to drive PPC Return On Investment (ROI) down sharply.
While we will certainly call upon PPC marketing, we encourage the optimization of quality content as a great way to bypass the low ROI and stigma attached to PPC marketing.
