PPC Tools - Pay Per Click
Bid Management Software
The “Sponsored Results,” to use Yahoo!’s terms, are text ads purchased by companies that use the various search ad platforms—Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.
The results are ordered by a variety of factors, including relevance (for which click-through rate, use of searched keywords in the ad, and relevance of the landing page are factors in Google) and bid amount (the ads require a maximum bid, which is then compared against other advertisers’ bids).