Interest-based advertising could be beneficial to companies offering internet marketing services.

In a post on its Inside AdWords blog, Google explains early testing results of its new function, which includes remarketing and interest category marketing, have been positive.

It gives users more control over the advertisements they read, the search engine explains, while new categories allow professionals to target their campaigns at people of a certain demographic, such as their age or gender.

These categories can be edited using Ads Preference Manager, while the function also allows people to opt-out of receiving the ads.

While the development allows firms to deliver better advertisements to their customers, Google claims it also results in more effective campaigns and higher website returns.

Testing of interest-based advertising is continuing and the company states it will be working with advertisers on the matter.

Google recently revealed it has launched an updated Keyword Tool that combines two separate functions.

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