Google AdWords, Facebook and Yahoo!Bing Network are popular pay-per-click platforms. As of 2015, Google Adwords provides the highest volume of visitors. Facebook provides access to more than a billion users worldwide, and Yahoo!Bing Network is the second largest search market next to Google.
Google directs two-thirds of the United States’ search inquiries and holds 67 percent of the search engine market share as of 2015. On the Google Adwords platform, Advertisers gain positioning according to bid rates. As of 2015, Facebook is the world’s largest social network, with half of its users visiting the site at least daily. Promoters can adjust pay-per-click options to target consumer interests, locations and demographics. Keywords on Yahoo!Bing Network typically have lower costs per click than those on Adwords, says Search Engine Watch. The site also uses a quality score program that allows active advertisers to receive rate discounts.