As search engines become more sophisticated and look to provide a more accurate set of search results for users, the results pages within these search engines.

Giving advertisers visibility and control over their bids isn't lucrative for Google. It only encourages companies to minimize their CPC and maximize their profit. The lower your CPC, the lower Google's margin per click.

While Google awaits a verdict from the Federal Trade Commission on whether or not it intends to approve its proposed $750 million acquisition of AdMob, rumors have surfaced suggesting the search giant agreed to pay the mobile ad network a "kill fee" of up to $700 million if the deal doesn't close.