Google Enters Cost-Per-Click Market

Internet search engine Google has launched a new cost-per-click advertising service called AdWords.

The service allows advertisers to buy search terms that are closely related to their products. When a user types in the sponsored keyword a link to the advertiser’s website appears alongside a list of specially selected search terms.

The product, which is available in 250 countries and six languages, is designed to provide advertisers with a high return on investment, as they only pay for the ads that are clicked on. It also gives brands 24-hour access to editing and reporting facilities allowing them update their campaigns in real-time.

Commenting on the initiative, Google’s senior president of worldwide sales, Omid Kordestani, said: “AdWords provides substantial value to our thousands of UK advertisers and delivers helpful information to our users.”

Google, which claims to reach 7.7 million users in the UK, will face stiff competition from other search targeted marketing companies including Overture, Espotting and BTLookSmart, which recently expanded its global operations with the appointment of a new vice president of product development (see BTLookSmart Boosts Global Management Team).

Search targeted marketing is proving an increasingly popular option as the ongoing advertising downturn forces brands to consider more accountable forms of marketing. The sector, which launched on the back of an increase in consumer internet penetration, claims to offer return on investment rates that are around 5-10 times higher than other forms of advertising (see NewsLine Column: A New Phenomenon In Advertising?).

Google: 020 7025 8010 www.google.co.uk

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