Hi all,
Pay per click advertising has proved to be a fantastic cashcow for Google with Adwords proving to be its flagship revenue generator. Yahoo Search Marketing and Microsfot AdCenter, the ppc networks offered by Yahoo and MSN respectively, have also tasted success though not on the same scale as the Google Adwords program.
As far as the advertiser is concerned, there is not much joy when it comes to click costs for the keywords they target in their ppc campaigns. Unlike the stock market where crashes occur, the prices of keywords have been going up steadily and there is no possibility of them coming down in future. It is not fair to expect every advertiser to know the intricacies of PPC marketing and factors like quality score, targeting and relevancy.