New AdWords feature added by Google

18/07/2008

Google has enhanced its AdWords offering to allow marketers to combine keyword and contextual ads in one campaign, potentially offering a further boost to search optimisation campaigns.

According to the search engine, the new feature means that advertisers can target their ads more precisely to appear on the websites they wish to be displayed on, while web users will be able to see more relevant ads as they surf the internet.

"By using keywords and placements together, you can get better control over ad placement and pricing on the content network to help you meet your return on investment objectives," Emel Mutlu of Google said on the Inside AdWords blog.

Marketers can also come up with custom bids for individual placements, he added.

Commenting on the new feature, Paul Glazowski of Mashable said that it may be seen as "evolutionary" and that it could lead to higher spending on AdWords ads by marketers.