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In 2001, when Danny Sullivan noticed the popularity of paid placement, development of online strategies and search engine optimization services, he introduced the term, "search engine marketing" for all these concepts. Today, search engine marketing is so popular that in 2007, it appeared as the primary money maker tool for search engines. The effectiveness of search engine marketing is obvious from the growth and financial results of the online companies which are relying on this internet marketing tool. Consultancy services are also offered to help the businesses learn about these advertising opportunities. If search engine marketing is providing benefits to online companies, then at the same time there are some controversies regarding the paid search advertising.