Overture or now known as Yahoo because of Yahoo’s takeover, was the original inventor of the use of the P4P or Pay for Performance. Overture saw that the internet was fast becoming the easiest and most convenient way to shop, and advertising was going to hit at an all time high because of the many businesses in the arena. Making use of only PPC traffic can become quite a costly affair over a long period. So aiming for higher search engine ranking for your site pages to generate some free traffic is always a good idea to keep in mind.