Pay-Per-Click (PPC) advertising has already had a very long saga. It was common practice during the dot com boom at the end of the 1990s, but (due to rampant troubles with click fraud) was regularly abandoned by advertisers for advertisements on other websites they prefered of CPA and CPS affiliate marketing.

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The only central player that remained undeterred was the PPC founders GoTo.com, later renamed Overture.com and purchased in 2003 by Yahoo! Nowadays it is known as the Yahoo! Search Marketing service.

PPC Advertising made a big return when Google launched its AdSense Service on June 18, 2003, the day that can be called the certified birth date of contextual advertising. Google launched their PPC service Google AdWords in 2000 and saw only mild success with it until 2003.

Ask Jeeves, now merely Ask.com, followed with their PPC service in 2005 called Ask Sponsored Listings and MSN.com, followed in 2006 with Microsoft AdCenter. Other large PPC services providers and Search Engines. Other large PPC service providers & Search Engines are Miva/FindWhat.com and 7Search.com.

Yahoo! launched its contextual advertising service, YPN or the Yahoo! Publisher Network, in 2005 (and it is even better today) and Microsoft launched its contextual advertising service based on their new AdCenter PPC Service in 2006.

Click fraud is still a concern nowadays and cannot be 100% prevented, due to the type of how PPC works. However, methods to foil the troubles escalation that have evolved while the dot com collapse in 2000. It is prone to the problem that can and will be solved to condense the impact of click fraud on the complete expense of PPC marketing and ROI to an acceptable number. The environment in which PPC it operates has changed. This increases the risk that the problems that produced the "mortality" of PPC years ago will not find its demise today and will make it an advertising model that remain here to stay.

PPC advertising services available today are available exclusively by large and specialized service providers. PPC plays almost no role in direct referral marketing between individual websites. Affiliate/Performance Marketing is king and will remain so for the foreseeable future. The features and benefits of CPA and CPS, the domains of classic affiliate marketing, will almost certainly influence today's PPC services. Hybrids of CPC/CPM and CPA/CPS will eventually blur the borders between the currently distinct advertising models.

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