“Can I have who is Jeffrey Brewer for $500 Alex?”

Ever heard of Jeffrey Brewer? Well in 1998 he presented a concept that became an Internet marketing innovation.

At that time Jeff, he lets me call him that (lol), was an employee of a 25 man team of a company called Goto.com. It was working with that team that Jeff presented the new concept. The original idea however, is credited to the founder of Goto.com founder, Bill Gross.

However the pay per click or per click method was not totally new. Internet advertisers had already been paying or being compensated on the cost per thousand impressions formula, which is totally logical and a natural progression. Why? The cost per thousand impressions was the norm until 2002. So for every one thousand hits, clicks, or impressions, a fee would be charged or received.

This was a popular formula. For in the terrestrial world of newspaper ads and radio/TV ads the cost of advertising was basically based on the size of the audience and the potential number of people that could view your ad.
The larger the audience or distribution, the more potential viewers.
The more viewers the more potential response.
The cost of these ads then are based on a number system. Now in TV and radio the time of broadcast and the ratings of a particular program will affect the size of the audience at any given time. Just as having a newspaper ad on page 12 is not the same as page 10, or the size of the ads. But the principle is basically the same with all of these scenarios.

Now in those mediums there is the formula to determine the size of the audience. On the Internet that formula does not work. For example if 50,000 people read your newspaper than that is the reference number you start with. But just because 50,000 people have a computer or have on line access does not mean 50,000 people have a realistic chance of seeing a particular ad.

So the pay per click formula was introduced. By tracking the number of impressions and clicks you could then have a general idea of how many people were checking out your ads. However as we began to lay out at the outset this was still a broad concept and an improvement was being sought.

In comes Bill, Jeff and Goto.com. As we stated what began in 1998 came into fruition in 2002. The new concept would be multi faceted and more reliable, accurate, relevant, and lucrative then the cost per thousand impressions method.

Here are the basic components of how it works:

• Advertiser Content – links by way of banners, text lines, or highlighted keywords in the content
• Advertiser Bids – The ads/links are placed based on relevance. It is determined by keywords and phrases relevant to their business. For example a sneaker company would rather have an ad placed on an athletic themed site as compared to a library site.
• A Review Process – manually and electronically the ads are compared to the content to ensure relevance and keyword target matches
• Matching Ad Content and Search Engines – The ads are geared to parallel search engine queries or made search engine friendly
• Display of Ad Content – a order is sometimes determined by an algorithmic formula based on search engine content
• Electronic Process to Track/Calculate Data – Metered clicks and counted impressions based on consumer clicks is tabulate to charge advertisers and pay the one displaying the ads.

Now some of this sounds way more complicated than it is. Of course the creation of and the inner workings of the programming is over most of our heads. But that is not our concern since it is already developed right? The vast majority of us are going to use the concept not build it. Thanks to our old buddy Jeffrey and Billy.

And hey, if you want to understand more of the intricate details knock yourself out. The history and data is out there for you to review and absorb at your convenience. By all means do the research. If you’re like me you may have to read it a few times to grasp it but I never claimed to be the sharpest tool in the shed. But that is another wonderful thing about all of this. You can make your own time frame and establish realistic goals for yourself. Whatever Internet pursuit you have you can tackle at your pace.

In the meantime you can still put the pay per click innovation into motion whether you totally understand it or not. Think about it most people don’t know the inner workings of their car but they still can drive it and use it. Right?!

So get your Pay Per Click program going and start making some cash.

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