Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.
In 1997, Yahoo first delivered banner advertisements based on search queries at its website.
For example, "used book" may be a popular keyword but may have low profit potential and the advertiser bids will reflect that.
Those keywords are then fed into the same auctioning system that is used by advertisers to buy ads on both search engine results pages.
This is usually less profitable than search advertising which is based on user intent expressed through their keywords.
In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its search advertising trademark enforcement practices have unreasonably restrained competition in violation of the FTC Act.
1-800 Contacts has denied all wrongdoing and is scheduled to appear before an FTC administrative law judge in April 2017.
CPA systems function most effectively when sales cycles are short and easily tracked.
Search advertising provides opportunities for two-way contacts through web-based chat, Internet-based calls, call-back requests or mailing list sign-ups.
[7] Methodological questions regarding the use of total minutes for search advertising include how to account for Internet users that keep several browser windows open simultaneously, or who simply leave one window open unattended for long periods of time.
Another question involves tracking total minutes on HTML pages that are stateless and do therefore do not generate server-side data on the length of time that they are viewed.