Pay per click history is very important and it shows how the most recognized Internet model of advertising came to being. Billions of dollars exchange hands through this model as search engines and Internet publishers gain their fair share from advertisers. It works when advertisers create ads that are run by publishers and viewed by readers; the ad creation is aided by search engines. Apart from having an audience view the ads, it is vital for them to be clicked on. This way, advertisers can have traffic that will access different products that are on offer and this is how pay per click has been designed.

In 1998 a presentation was made that brought to the limelight the possibility of having a system called PPC. The presentation was made by Jeffrey Brewer who worked for Goto which was a site that had a staff of 25 people. Brewer brought to the forefront the vast potential of the method which was later to be employed in the World Wide Web. Overture is the name that this company Goto which was a start-up came to be known as. In the present day, Overture is part of Yahoo and these shows how great ideas have converged. The presentation was made to the TED conference in California.

There are those who hold the credit where pay per click is concerned and they are Goto founder and Idealab. Bill Gross is the founder of Goto and since the idea proved viable, he is credited to it. It has been a long journey that continues and different events have shaped its mechanism. It has been meticulously designed to offer all people who have stake what they have worked for fairly. Google search engine advertising started in December 1999 when it was introduced. The year 2000 was the launch of AdWords where advertisers could create their very own ads to run on platforms online.

Pay per click was officially adapted in 2002 and this took over the previous system of cost per a thousand impressions. It is vital to note that Yahoo began to use pay per click when it was first launched which was the year 1998 unlike other search engines. The fairly long history of PPC has achieved greatly and major strides continue to be made. However, there are disadvantages and many advertisers are complaining of high costs. Lack of relevant traffic and other problems have made this arise. However, the system continues to leave its mark as the Internet advertising industry expands.