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ccording to marketresea rch f irm IDC, Inter net ma rket ing is projected to grow 15-20 percent through 2011, with sponsored search advertising the dominant model (www.idc.com/getdoc. jsp?containerId=prUS21304208). In sponsored search-also known as paid search, keyword advertising, pay-per-click (PPC) advertising, and search advertising-advertisers pay search engines for traffic from the search engine to their websites via link-based ads that search engines display in response to user queries.doi:10.1109/mc.2009.164 fatcat:zohivpn5w5cwfpxdfgm6mfjsf4