自2000年以来互联网蓬勃发展，营销人员和广告商开始考虑互联网在广告领域的重要性。互联网广告已经广泛传播，这就是传统媒体受到很大影响的原因。互联网广告收入每年增长20％（Interactive Advertising Bureau，2003）。起初，营销人员和广告商认为它已经危及传统媒体;但它为传统媒体提供了合作的机会，以最大限度地发挥广告的价值。调查显示，63.6％的消费者因传统媒体（如电视，广播和报纸）的广告而购买产品。然而，61.1％的消费者在购买产品前会在网上进行研究。 （eMarketer，2012）。
While internet had burgeoned since the year 2000, marketers and advertisers have started to consider the importance of internet in the field of advertising. Internet advertising had spread broadly and that’s the reason why traditional media has been affected largely. The revenue of internet advertising has seen a 20% growth per year (Interactive Advertising Bureau, 2003). At first, marketers and advertisers thought it has endangered the traditional media; but it has rendered a chance to the traditional media to cooperate in order to maximize the value of advertising. Survey shows that 63.6% consumers purchase a product because of commercials in the traditional media such as television, radio and newspapers. However, 61.1% consumer will do research online before they purchase a product. (eMarketer, 2012).
Keywords advertising is one of the examples of internet advertising. The features of keywords are that it is simple and could be memorized easily. More importantly, it simplifies the complex messages from company and is effective too. For instance, at the end of the year 2006, keywords advertising was introduced from Japan to Taiwan. HSBC Personal Banking, as the first company used keywords advertising in television commercial in Taiwan reached its objective of annual customers in few weeks. Since that, keywords advertising is being used extensively everywhere in Taiwan. As a result, it benefits both sides greatly.
Likewise, keywords advertising has been used in the UK. In 2011, 65% of all UK print and television advertisements included a URL (Uniform resource locator). According to a study from twitter in 2013, twitter users increased to 15 million in the UK from 10 million in 2012.