In the beginning, Google AdWords system was applied on the MySQL database engine. But later, the management chose Oracle which was a more commercial option to apply its system on. But the company had to return to MySQL because the system slowed down with Oracle.

MSN ad Center or Microsoft ad Center as it has been rechristened recently is the PPC service from the Microsoft Network. Microsoft is the latest search engine to develop this system. Before 2006, ads displayed on MSN browsers used to come from a company called Overture. In late 2006, MSN bought DeepMetrix Company that makes web-analytics software and based its own PPC on the technology on the technique designed by them. In late 2007, company released the Beta version of its Pay per Click campaign.

Just like Google AdWords, MSN ad Center also has two types of tariff systems – bidding system that awards an ad space to the person pays the highest price on every click and special rates on advertisements which get good amount of clicks. These systems not only motivate advertisers to create good ads but also to advertise only at spaces which are important for their advertisement.

The next line to top PPC advertising platforms is Yahoo! Search Marketing. This is a PPC campaign by Yahoo and has all the features which you will find in Google AdWords and MSN ad Center like keywords bidding and Pay per click search engine advertising. Yahoo started PPC Campaign Management when it bought Overture Services, Inc. in 2003. Slowly, Overture was phased out and it has now come under Yahoo! name.

These three PPC Ad Platforms are ruling the roost in PPC industry today with Google AdWords in clear lead.