Search engine provider Google is to allow spirit brands to engage in internet marketing by running search campaigns, it has been revealed.

The firm is to lift restrictions in the New Year, allowing such companies to run branded search campaigns tied in with overall marketing activity, New Media Age reports.

However, advertisers will not be able to promote or incentivise actual sales.

The move is thought to be part of an attempt by Google to boost click rates on AdWords after the company’s chief financial officer George Reyes revealed earlier this year that they had slowed down.

Commenting on the development, Tom Jefferies, digital marketing manager at Bacardi Global Brands, said: "To be allowed to run AdWords advertising on Google is a big opportunity for us, so we will be looking to put money behind it."

Meanwhile, research released last month by Nielsen Online suggested that Google extended its lead in the US search share rankings in October, accounting for 61.2 per cent of the market.

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