The level playing field that was once search marketing has morphed into He-with-the-most-money-and-resources-wins. In other words, large companies have finally woken up to what's been working for smaller companies since the early 2000s. Pay-per-click advertising offers quantifiable metrics and results, right out of the gate. As a result, the big boys jumped into paid search with a certain fervor (and budget) smaller advertisers simply didn't have.