The most popular PPC program is Google`s AdWords, which accounts for around 85% to 90% of all PPC advertising dollars. Many of us in our experiences acknowledge that Google`s AdWords has been one of the most profitable worthwhile expenses due to the high volumn of total web queries and overall traffic on Google. However, AdWords, has becoming more competitive and costly. Every day as more business seek out certain keywords and keyphrases it shrinks the "ROI" of every advertising dollar. Other networks and search engines which I mention further at "SEM" are working hard to offer various options and traffic to advertisers trying to grab a bigger piece of Google`s PPC advertising and marketing sphere.