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| Google AdWords & AdSense |
 | Google's Adwords results are displayed on the Google search portal. Google offers a contextual advertising option through which advertisers can choose whether or not to distribute their ads through Google's AdSense network, which comprises millions of individual Websites, news sites, and content portals. | |
Google uses a hybrid formula that combines the advertiser's bid prices with the click-through rate for their ads. If an advertiser's ad is clicked twice as often as a competitor's, they will be able to outrank that competitor with only half the bid. Google allows advertisers to configure distribution options for each ad campaign. AdWords offers a built-in system for organizing keyword campaigns. Each advertiser's account can include multiple campaigns, where various distribution options can be set. Each campaign consists of one or more ad groups, which control keywords and bids, as well as one or more ads. |
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| Yahoo! Sponsored Search |
 | Yahoo! Sponsored Search is a form of search engine marketing that lets you create ads that appear in search results on the Yahoo! Portal and other sites in the Yahoo! distribution network. | |
| Sponsored Search is based on a pay-per-click pricing model. You set your bid-or the maximum amount you're willing to pay each time your ad is clicked. Sponsored Search allows you to control how much you spend. You can specify a daily spending limit for your overall account, as well as for each individual campaign, to help you manage within your budget. |
| Overture |
 | Overture itself is not really a search portal, so it relies entirely on partnerships with various search portals (including parent company Yahoo!) to distribute PPC listings for its advertisers. The ranking of your Overture listings is determined by how much you are willing to pay. | |
It's important to have carefully written copy for your listing! Overture uses a pure bid-for-position system for most searches. The highest bidder for a given search will be ranked first in the sponsored listings. If two advertisers bid on the same factor, or combination of factors (e.g. same search term, same matching options, etc.) the highest bid always wins. |
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| Minor Pay-Per-Click Services |
There is a variety of secondtier players who may offer useful services and more cost-effective advertising options in many cases.
These second-tier players can be divided into the following categories: |
- Pure pay-per-click providers, who offer essentially the same services as AdWords and Overture.
- Regional providers who may have good distribution within specific countries or regions.
- Vertical market providers, who specialize in specific types of products or services.
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