Wow the world of Paid Search has really changed.

October 23, 2000 – AdWords launches with a total of 350 advertisers

Remember purely keyword search based paid search campaigns?

At one time Paid Search on Google was easy. As marketers, you figured out the keywords that best represented the website/document/video you were promoting. You put together some text ads and bought the words from Google. Presto! You have a targeted campaign. Sure  you can add some negative keywords.  If you really want to be more exact in terms of how the money is spent, then separate the keywords by match types into separate campaigns. But AdWords advertising  is not all just about keywords and text ads.

March 2003 – Google launches Google AdSense which becomes the Google Display Network (GDN)

Through Google AdSense, Google now has literally millions of websites where advertisers can run ads. There are more ad options on GDN -  Image ads, Text ads, Video ads.
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APRIL 14, 2007  Google Buys DoubleClick for $3.1 Billion

​Google reached an agreement today to acquire DoubleClick, the online advertising company, from two private equity firms for $3.1 billion in cash, the companies announced, an amount that was almost double the $1.65 billion in stock that Google paid for YouTube late last year.  Source: https://www.nytimes.com/2007/04/14/technology/14DoubleClick.html​ 

September 24th 2007 Google Launches Conversion Optimizer

​Another way to use CPA bidding is now available in AdWords by using the conversion optimizer tool. Conversion Optimizer can be used on both the Search and Content network however, in contrast to the Pay Per Action beta launched in March.

2010 Google launches AdWords Remarketing

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December 14th 2012 Google Hires ​Ray Kurzweil

​Famed inventor, entrepreneur, author, and futurist Ray Kurzweil announced this afternoon that he has been hired by search engine giant Google as a director of engineering focused on machine learning and language processing.

Hummingbird sings song of topics vs. keywords?

Google (around 2013) began emphasizing overall topics and information over just keywords. It is not time to dump keywords altogether but.....This is an SEO move but we can be seen as applying to Paid Search as well. This relates to the creation of AdWords landing pages as well.

 Jan 26th 2014 Google Acquires Artificial Intelligence Startup DeepMind For More Than $500 Million

This is the latest move by Google to fill out its roster of artificial intelligence experts and, according to Re/code, the acquisition was reportedly led by Google CEO Larry Page.

Source​ ​https://techcrunch.com/2014/01/26/google-deepmind/