A new feature for the Google Content Network aims to make it more straightforward for brand marketers to specify where their ads are displayed, it has been announced.

Dan Freidman wrote on the Inside AdWords blog that in contrast to direct response advertisers, who measure success by clicks, traffic and sales, brand advertisers use search engine marketing to raise awareness of a product or service someone might think of buying later on.

He added that Google developed its new feature in response to feedback from these marketers, who wanted to be more selective about where their ads appeared.

The filter allows advertisers to choose to have their ads shown only in places that appear "above the fold", so a user does not have to scroll down to see them.

Mr Friedman explained that the feature uses a statistical model to determine where messages will appear on different browsers, screen resolutions and monitor sizes.

Overall, Google handled over 9.9 billion search queries from US internet users in January, according to comScore.

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