How did Google Adwords PPC management become such an important business and why Google?

To answer this, we need to look at the history of Pay Per Click on the Internet.

Long before Google Adwords dominated the online advertising scene, online ads were sold on a CPM (cost-per-thousand impressions) basis. It was GoTo.com who first came up with a pay-per-click program and they were the only ones who sold ads on a pay-per-click basis at that time. With them, you had to pay to be first. The higher you pay, the higher you go up on the list of the ads shown. GoTo.com was then acquired by Yahoo and was renamed Overture.

In 2000, Google first released Adwords. It sold ads on a CPM basis. It was in 2002 when Google released a new version of Adwords. This new version took on Overture's pay-per-click style.

However, Google saw an underlying problem and solved it by bringing in relevance. This was when the CTR (click-through rate) came to life. CTR's were used to measure the relevance of an ad. Even if an ad had a lower bid but got more clicks, it would still get a higher ranking position. This was Google's next greatest innovation after Page Rank.

While rewarding diligent advertisers and keeping the very thing that make's Google number one: Relevance, this has made it much more realistic to hire an Adwords Management consultant to assist with campaigns. The long term cost savings on bid prices more than pay for the cost of consultants.

During Adwords' early days, advertisers would pay a certain amount on a monthly basis and Google would set up their campaigns for them. But after some time, Google introduced a campaign management service that enables advertisers to create their own campaigns themselves. But because of the complexities and complications that come along with Adwords' statistics analysis, most advertisers hire consultants to manage their accounts for them. Google then created the Google Adwords Professional Program to certify those individuals who have taken the exam and passed.

It shouldn't come as a surprise when people say that Google Adwords is the best in Online Advertising. We believe it truly is.

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