The tools used to promote a Web site were once desktop applications, but today's Web site promotion tools are mostly Web based and as Web services. The Web site promotion tools are no longer multi submission tools that sent thousands of messages to thousands of Web sites. The Web site promotion tools of today help Web publishers to identify markets, analyze, monitor and track performance, maintain a network, send out press releases and articles. The most important tools to each Web publisher bottom line are perhaps the tools used to manage and execute pay per click advertising campaigns.