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When the internet started it was the larger, established businesses that were at an advantage for internet advertising. Since they were established and had a larger budget they were able to afford greater internet advertising and strong SEO management. This placed them in the top of every search result, and their smaller counterparts were left at a disadvantage. Over time, companies like Google began to realize that the bigger companies were being given too much freedom to dominate the web and so they began looking for ways to level the playing field for those companies that were good but smaller businesses trying to gain footing on the web. Solution that Google, and eventually other major search engines, came up with is pay per click advertising.
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