AdWords offers new combined keyword, contextual ad feature

18th July 2008

Keyword and contextual ads can now be run together as part of one campaign in Google's AdWords program.

User feedback prompted Google to make the change to the service, potentially increasing the relevancy of internet advertising for web users and helping advertisers to display ads on the sites they want them to appear on.

The news came at the same time that Google announced the acquisition of Russian contextual advertising firm ZAO Begun from Rambler Media, which is the only listed Russia-based internet firm, according to Reuters.

"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," commented Emel Mutlu of Google, writing on the Inside AdWords blog.

Marketers can also benefit from custom bids on individual ad placements, Mr Mutlu stated in his post.