In fact, they used the word element to talk about anything that was basic. Ancient Greek philosophers, for example, thought that everything consisted of four elements: earth, fire, water, and air. Other philosophers thought there were only two elements: sulfur and mercury.
The Internet was expected to eliminate search costs (Pereira 2005). For example, electronic commerce was predicted to cause disintermediation as search costs become low enough for end-consumers to incur them directly instead of employing retailers to do this for them.
1 The average cost per click in Google AdWords is between $1 and $2 on the search network. 2  The average CPC on the Display Network is under $1. 3  The most expensive keywords in AdWords and Bing Ads cost $50 or more per click. The most expensive keywords in AdWords and Bing Ads cost $50 or more per click. 2  These are generally highly competitive keywords in industries that have high customer lifetime values, like law and insurance. 3  Giant retailers can spend up to $50 million per year on paid search in AdWords.