Google is to allow advertisers to bid separately for keyword ads on content pages and search pages. The concession reflects the California-headquartered company's response to advertisers' clamor for more flexibility.

In a statement the serach engine titan says: "If you find you receive better business leads or a higher ROI from ads on content sites than on search sites (or vice versa) you can now bid more for one kind of site and less for the other. Content bids let you set prices that are best for your own business."

According to Google director of product management Richard Holden, the move from bundled ad packages comes as Google learns "there are enough advertisers out there and the field has matured enough that we can offer them this [increased flexibility]."

Data sourced from AdAge (USA); additional content by WARC staff