Co-authored by: Core Angle. Google represents the epitome of the Internet advertising in its top evolution form, although it remains camouflaged in the search engine form.

What the advertisers get in this business relationship is the chance to stop wasting advertising resources and use new tools more efficient for the money-wise promotion of products and services. The old advertising model in which companies have to buy for the privilege of sending their message to the target audience is now replaced by the more exotic forms that enable users to click on links, share or view videos, print coupons and make phone calls. Getting such actions from the consumers is definitely a new approach in product and service promotion.

Are there changes in the efficiency rate of an Internet advertising business as compared to a regular real market pattern? Well, if compared with the traditional advertising model, the results definitely impress. The Internet brings higher sales chances than the thirty-second spot broadcast on TV or at the radio. Online, the innovation of the technology involves a process that goes the other way round: from the consumer towards the advertiser. The ad, the link, the banner or the screen become relevant only if the web page visitor takes action in that direction by clicking.

To put it in simple words, the fundamentals of an Internet advertising business are the keyword search engine query performed by an Internet surfer, who will scan the business ads together with the search results shown by the search engine.

This means that the action performed by a consumer is a few dozens times more relevant than his/her exposure to the ad on television. And here we have an explanation of the basic functional principles of pay-per-click advertising programs that earn money exactly from the clicking action performed by the web user. And the financial results do speak for themselves!

The downsides of an Internet advertising business deserve all the attention too particularly because of the frauds with bogus click generation and other disloyal competition schemes. Although the pay-per-click model stays on a firm position as the most rewarding advertising system chosen by online marketers, newer methods of web protection become more and more demanding for the prevention and detection of criminal acts conducted online. There are many companies that strive hard to put an end to the PPC advertising model or at least to offer variants that are just as profitable but a lot safer. The question remains open as well as the direction in which the Internet evolves.