Google Idealab Paid Search Pricing 
Both Sides of the Table
APRIL 15, 2010
It was the first company to do “paid search&# back when Larry & Sergey were saying they would never do it. plus a large settlement on patent disputes paid from Google) so Bill did well on it. Google had huge destination traffic. Google monetized this with AdWords (ads on their home page).
Both Sides of the Table
MARCH 11, 2011
So he launched a company with exclusively paid search. He said it was better than the Yellow Pages because he would provide pricing transparency. Users would know exactly how much was paid for each click. Google was clear that they WOULD NOT go into this business. But obviously Google won the war.
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