"So, what could be simpler than Google pay-per-click advertisements? People search for stuff, you craft a 95-character advertisement with a URL based on that search, you make a bid telling Google how much that searcher is worth to you, searchers click on your ad and go to its URL, and only then does Google get paid. That’s simple!
It’s so simple and powerful that it’s addictive.
Making things simple is hard work. Nobody does a better job of that than Google. That’s why in 2010, Google will sell well over $20 billion in PPC (define) advertisements."
Simplicity: Google’s Secret Pay-Per-Click Tax
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